The gathering and modeling of data are Dillon's strengths. Collection of data is done in many ways such as the bar code example cited earlier. When bar codes are scanned in stores, a wide variety of information is recorded, such as price, variety, and the type of packaging. Prior to scanner systems, much of marketing research was conducted via store audits and inventories. Once a company has their data in hand, that information is processed through some sort of model.
Models are approximations of reality that provide a framework for attacking complex problems.
Basically, a model takes data and turns it into usable information. A marketing or brand manager then utilizes the model to uncover new insights into a problem or potential opportunity and to answer questions that drive strategic planning. They also want to allocate resources to favor those things that will build retention and attract new customers. To gather this information, you talk with customers. From that process, you learn that the customers judge AmEx through the various points of contact they have with the company.