PT - JOURNAL ARTICLE AU - Jacob Suher AU - Herb Sorensen TI - The Power of Atlas AID - 10.2501/S0021849910091142 DP - 2010 Mar 01 TA - Journal of Advertising Research PG - 21--29 VI - 50 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/50/1/21.short 4100 - http://www.journalofadvertisingresearch.com/content/50/1/21.full SO - J Advert Res2010 Mar 01; 50 AB - 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.