Today, companies can analyze the direct profitability of a discrete product and its bottom line contributions through indirect measures. For example, they can view the profit generated through sales of complementary items - market basket profitability. The analysis of market basket profitability is an important aspect of developing an accurate measure of a product’s profitability. It is also part of adopting a holistic, enterprise wide and life cycle view of products. This type of analysis is cutting-edge, and many companies are only beginning to adopt it.