The use of scanner data collected at the time of checkout in supermarkets has increased dramatically in sales analysis. One company has recruited families nationwide to participate in a panel study. When a shopper enters the checkout lane, he or she gives the clerk a plastic card that is passed over the scanner. All items purchased that are scanned are recorded in the shopper’s diary. Oscar Mayer, a Wisconsin-based producer of meat, turkey, and seafood, has used different advertising campaigns in several markets. Oscar Mayer analyzes scanner data to determine which ad campaign was most effective. How else could Oscar Mayer and other manufacturers use scanner data? Of what value would scanner data be to salespeople for a company such as Oscar Mayer? To food retailers? What are other industries that could benefit from the same type of data?