IMPROVING CUSTOMERS TARGETING WITH SHORT INTERVENTION TESTING

Alex Gofman () and Howard R. Moskowitz
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Alex Gofman: Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA;
Howard R. Moskowitz: Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA

International Journal of Innovation Management (ijim), 2010, vol. 14, issue 03, 435-448

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.

Keywords: Consumer-driven innovation; segmentation; message optimization; conjoint analysis; rule developing experimentation (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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DOI: 10.1142/S1363919610002726

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