文章基本信息

标题：Sequencing the genome of the customer mind by RDE and intervention testing,
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作者：Howard Moskowitz ; Moskowitz Jacobs, Inc. ; Alex Gofman 等
期刊名称：Journal of Academic and Business Ethics
印刷版ISSN：1941-336X
电子版ISSN：1941-336X
出版年度：2010
卷号：3
期号：1
出版社：Academic and Business Research Institute
摘要：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. When this approach is used with a connected set of products, and a large number of foundational studies run, the result is the possibility of sequencing the ‘genome of the mind’
关键词：typing, segmentation, conjoint analysis, experimental design, rule developing experimentation (RDE