Abstract
The aim of this paper is to propose a new system for the strategic use of customer data that includes and integrates such differing data sources as company databases, mobile telephone networks and Internet data and is a consumer research support system for the discovery of new marketing opportunities. This system, called CODIRO, will be discussed in this paper using a case study of the effects on sales of processed food product television commercials. A system for verifying the validity of consumer behavior models will also be described and discussed. Use of the CODIRO analysis system makes it easy to introduce, into the analytic model, consumer attitude changes and in-store data of many types that have not been used to measure advertising and promotional activity effectiveness in the past.
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