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Improving Customers Targeting With Short Intervention Testing

Author

Listed:
  • 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)

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.

Suggested Citation

  • Alex Gofman & Howard R. Moskowitz, 2010. "Improving Customers Targeting With Short Intervention Testing," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 14(03), pages 435-448.
    • Handle: RePEc:wsi:ijimxx:v:14:y:2010:i:03:n:s1363919610002726
    DOI: 10.1142/S1363919610002726
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    Cited by:

    1. Nick Bellissimo & Gillie Gabay & Attila Gere & Michaela Kucab & Howard Moskowitz, 2020. "Containing COVID-19 by Matching Messages on Social Distancing to Emergent Mindsets—The Case of North America," IJERPH, MDPI, vol. 17(21), pages 1-10, November.

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