Business Intelligence

Sequencing The Genome Of The Customer Mind By RDE And Intervention Testing

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Executive Summary

This paper presents a new approach to 1:1 marketing allowing for the creation of individual communications with heterogeneous customers. It utilizes Rule Developing Experimentation (RDE, 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.

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