Getting Started With JMP®:
Targeted Marking
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Authors: Peter Hersh, Melinda Thielbar
Owner: Peter Hersh
Industry: Consumer Package Goods
Functional Area: Market Research, Survey Analysis,
Product Life Cycle Stage: Market Research
Customer Benefit: Customized ad campaigns, Maximize return on marketing investment
Narrative ROI: 2% improvement in purchases from group targeted for marketing campaign
Type of Demo: What or How To
User Persona: Any
JMP Product(s): JMP, JMP Pro
Updated to JMP 13?: Yes
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Pre-Qualifying Questions
Are you fielding market Surveys?
Are you studying the return on investment from you marketing campaigns?
Background Scene Setting:
You are a marketing company launching a targeted marketing campaign for floss picks. To focus our marketing campaign we have run a consumer survey on flossing included. The goal is to determine which people floss most regularly and then focus our marketing campaign on them.
Internal References:
M18 Using JMP Pro for Predictive Modeling of Consumer Preferences (https://community.jmp.com/t5/Technical-Reference-Library/M18-Advanced-Mastering-Using-JMP-Pro-for-Predictive-Modeling-of/ta-p/22148)
JMP 12 Consumer research (SAS Press book) https://www.amazon.com/JMP-Consumer-Research-SAS-Institute/dp/1629594385/ref=sr_1_1ie=UTF8&qid=1485489078&sr=8-1&keywords=JMP+12+consumer+research
