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Chief Marketing Officer at Axioma Inc, also Acting CMO for Adjuvi. Previously CMO of LexisNexis North America, Global Vice President at SAP, where he led SAP’s Social Media Strategy & Total Customer Experience efforts. Named to FierceCMO's Top 15 B2B CMO's to watch and one of the top 100 CMO’s on Twitter, Steve is the founder of AbleBrains, a unique agency which utilizes brain science to deliver digital marketing, social media and content and branding to build and scale businesses.

2 responses to “Finally, A Choice Modeling Primer”

  1. Anshu Jalora

    Thank you for putting together a summary of the choice based modeling.

    How do you figure out whether the results coming from the choice base modeling will replicate in field, esp when you don’t have the liberty to test in field?

    I am sorry, but choice base modeling captures only the stated responses! Customer are not paying money out of their pockets when they are making choices. Why do you think that choice modeling is capturing actual behavior?

    I am a great fan of adaptive choice based modeling approaches; have you looked into this area?

    Cheers!

  2. Steve Mann

    Anshu – thanx for your comment! The data as to whether results coming from choice modeling replicates in the field is supported by the empirical data. Look at Daniel McFadden’s work on choice modeling in the economics sphere and you’ll get a sense for the accuracy of the work. That’s why I put the BART example in the deck – to highlight the accuracy factor. Forcing individuals to trade off on actual product attributes is in fact the closest any company or consumer for that matter can come to an actual choice without buying it.

    Talk to me more about adaptive choice modeling, I’ve read a bit but haven’t practiced.