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ESRIFAMSLMS… Decoding the Mystery of Marketing Research: An Interactive Case Study Approach Presented at:  IMCOM Marketing Symposium April 2011 By: Rosemary Clark Chief, Marketing Research and Analysis
Scenario Need to analyze whether a new program will be successful in your market. Information Sources: Environmental Systems Research Institute (Esri) 	Family Reporting System (FAMS) 	Leisure Market Survey (LMS)
Esri Esri’s GIS (geographic information systems) mapping software helps visualize demographic and consumer spending data. Esri reports can help marketing understand: ,[object Object]
  Lifestyle and Life Stage Segments
  Competitors by Industry & Location,[object Object]
  Data updated quarterly
  Can filter by criteria
  View, export, print reports
  Save report criteria,[object Object]
  Importance

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