手法を比較

	広告効果測定 (Advertising Effectiveness Study)	市場セグメンテーション分析
分野	マーケティング	マーケティング
系統	Process / pipeline	Process / pipeline
提唱年	1990s	1980
提唱者	Marketing Science Institute and Media Effectiveness researchers	Philip Kotler and William Perreault Jr.
種類	Experimental and observational evaluation methodology	Statistical segmentation methodology
原典	Erdem, T., & Sun, B. (2002). A Fuzzy Aspect Model for CRM System Selection. Decision Support Systems, 29(3), 475-487.	Wedel, M., & Kamakura, W. A. (2002). Introduction to the Special Issue on Market Segmentation. International Journal of Research in Marketing, 19(3), 181-183.
別名	Ad Effectiveness Testing, Campaign Evaluation, Marketing Attribution	Customer Segmentation, Market Partitioning
関連	5	5
概要	Advertising Effectiveness Studies are research methods designed to measure the impact of advertising campaigns on consumer awareness, attitudes, purchase intention, and sales. Developed through work in marketing science and media measurement, these studies employ experimental designs, multivariate analysis, and attribution modeling to isolate the effect of advertising from other market factors.	Market Segmentation Analysis is a systematic approach to dividing a heterogeneous market into smaller, homogeneous groups (segments) that share similar needs, behaviors, preferences, or characteristics. Developed through advances in statistical clustering and customer analytics, this methodology enables companies to tailor marketing strategies, product offerings, and customer experiences to specific audience groups rather than treating the market as a single entity.