Improving Customers Targeting With Short Intervention Testing
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.
Volume (Year): 14 (2010)
Issue (Month): 03 ()
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