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Research papers

Improving healthcare marketing through market segmentation and targeting

This paper demonstrates how accounting for respondent heterogeneity can improve marketing effectiveness in the healthcare sector. Three specific techniques, Latent Class Analysis, Hierarchical Bayesian Regression, and Decision Trees, are presented....

Catalogue: ESOMAR Global Healthcare Conference 2003
Author: Jon Pinnell
Company: MarketVision Research
February 23, 2003
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Citation

Pinnell, J. (2003a, February 23). Improving healthcare marketing through market segmentation and targeting . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/improving-healthcare-marketing-through-market-segmentation-and-targeting-


Research papers

Customer relationships- Manage, measure or just understand?

This paper provides an introduction to advanced analytical techniques that provide a deeper understanding of customers and customer relationships.The approaches presented provide insight into differences between individual customers, or segments of...

Catalogue: ESOMAR Technovate Conference 2003
Author: Jon Pinnell
Company: MarketVision Research
January 26, 2003
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Citation

Pinnell, J. (2003a, January 26). Customer relationships- Manage, measure or just understand? . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/customer-relationships--manage-measure-or-just-understand-