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Improving Customers Targeting With Short Intervention Testing

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Author Info

  • ALEX GOFMAN

    ()
    (Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA; Lubin School of Business, Pace University, USA)

  • HOWARD R. MOSKOWITZ

    (Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA)

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    Abstract

    The proposed consumer-driven innovation approach allows for the creation of individual communications with heterogeneous customers. It utilizes Rule Developing Experimentation (a modified conjoint analysis-based approach) to create a database of messages specific to the product and to segment consumers based on the patterns of individual utilities assigned to the different test elements. The paper introduces a new approach to identify a small subset of classification messages that allows for an actionable and parsimonious classification of any new population into pattern-based segments to achieve better targeting.The approach is demonstrated by a case study of identifying segment membership for better messages targeting prospective customers of a KIA car dealership.

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    Bibliographic Info

    Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal International Journal of Innovation Management.

    Volume (Year): 14 (2010)
    Issue (Month): 03 ()
    Pages: 435-448

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    Handle: RePEc:wsi:ijimxx:v:14:y:2010:i:03:p:435-448

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    Related research

    Keywords: Consumer-driven innovation; segmentation; message optimization; conjoint analysis; rule developing experimentation;

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