TY - JOUR T1 - The Power of Atlas JF - Journal of Advertising Research JO - J Advert Res SP - 21 LP - 29 DO - 10.2501/S0021849910091142 VL - 50 IS - 1 AU - Jacob Suher AU - Herb Sorensen Y1 - 2010/03/01 UR - http://www.journalofadvertisingresearch.com/content/50/1/21.abstract N2 - This report introduces Atlas, a model that accurately describes shopper behavior across a series of supermarkets in terms of traffic across the store, share of shopping at various locations, resulting purchases, and the amount of time shoppers invest in these activities. The value of the tool to measure the in-store “audience” for advertisers is assessed as is its utility for allowing store management to evaluate a wide range of “what if” movements of categories to alternate locations, with alternate display sizes. This report focuses on center-of-store aisles but points the way to deployment for the full store, including end-caps and perimeter displays. ER -