IMPROVING CUSTOMERS TARGETING WITH SHORT INTERVENTION TESTING
| Autor: | Alex Gofman, Howard R. Moskowitz |
|---|---|
| Rok vydání: | 2010 |
| Předmět: |
Intervention (law)
Process management Computer science Management of Technology and Innovation Strategy and Management Segmentation Product (category theory) Business and International Management Marketing Consumer-driven innovation segmentation message optimization conjoint analysis rule developing experimentation New population Conjoint analysis Test (assessment) |
| Zdroj: | International Journal of Innovation Management. 14:435-448 |
| ISSN: | 1757-5877 1363-9196 |
| DOI: | 10.1142/s1363919610002726 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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