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      Dr. Lakshmi Mohan

“Information-Based  Strategy” -  A  Three-Step  Approach

Step 1:

Create an idea for a new product offering

Find a target population and a business case

Test the idea with this group to see how they react

Step 2:

Gather data on the test and analyze results

Step 3:

Use test results to identify which people are most receptive to the product offering

Conduct the marketing campaign based on micro-segmentation

Example: Used IBS to track visitor’s activities and offer customized promotions on its Web site – studied which online visitors it has successfully converted into customers – used that information to buy banner ads on other web sites whose visitor demographics match those of its ideal customers

…Doubled its goal of opening 1 million new accounts online

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