In this week's Praxisdialog Handel und Marketing, Verena Polzer, Head of Category Management Competence Center at NielsenIQ, impressively showed us how insights are generated from scanning data. The company processes around 20 million transactions recorded in more than 4,000 stores in Austria every week, generating insights for retail and industry. The data can be used to identify competitive dynamics and measure the success of marketing measures. The data is also used to critically examine trends in consumer behavior.

We would like to thank Verena, an alumna of WU Marketing department, for her exciting lecture!