What’s Wrong with Scan Data?

Syndicated data, also called scan data, is getting hit from all sides as industry execs increasingly question the veracity of the data they get. One common perception is that scan data skews toward chain stores. Independent accounts, which are typically in more ethnic areas, are underrepresented in scan trends. With the growing importance of Hispanic and African American focus marketing, this skewing becomes more significant.Secondly, Wal-Mart quit giving its sales figures to the big syndicated data companies last year, ACNeilsen