Valassis--King of Coupons

How can a company predict the future failure or success of a trend—be it printed, four-color FSIs or a technology like e-commerce that's still in its infancy?

For starters, as a marketing and communications company, Valassis uses high-tech marketing and tracking techniques to target audiences and monitor how different coupons perform; therefore, it's the company's business to know how consumers respond to sales promotions and coupons—be it electronically or traditionally, in full-color print.