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Andrew HeiskellAndrew Heiskell
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Session:         Page of 824

they did exactly the same thing. As a matter of fact, Tom Watson went off the board because they were doing this at the same time as we were. They failed just the same way as we failed. But Frank Keppel was right. Twenty-five years later, the computer, of course, has become part of the classroom.

Q:

But in other words, it was a good decision--

Heiskell:

Yes. You can't move, that fast is the answer.

Q:

All right. Anything to say-about SAMI?

Heiskell:

Oh, yes!

Q:

What did SAMI stand for?

Heiskell:

SAMI--Sales Area Marketing Index. SAMI was a way of measuring--it was invented by one of our people--of measuring the movement of goods from the warehouse to the supermarket. And it measured them by brand name.

Q:

Go ahead.

Heiskell:

--of measuring the movement of goods to the supermarket from the wholesaler. It was a tool that the food industry wanted because this was a way of getting monthly reports on exactly what was going on in the whole marketplace. The reason we got into this is





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