North America, 1993
North America Council, 1993: The purpose of this study was to research the effectiveness of card-based preferred customer programs, commonly known as electronic marketing, and to learn why food retailers have had such a range of experiences with electronic marketing, from well-publicized failures to quietly guarded successes. We found that electronic marketing is not for everyone, is practiced in many forms and is most effective when used as a means to an end. This practice of gathering and analyzing customer information to make appropriate marketing decisions, measuring the results in customer terms, and followed by a continual repeating of this process is called Measured Marketing. This report is intended to be another step in our understanding of how to be more effective food retailers.