Disir
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- Sep 30, 2011
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Knowledge@Wharton: This is the first study that takes a look at how genetic data is influencing marketing. Why did you want to study this topic?
Gideon Nave: Over the past decade, there has been an exponential growth of the direct-to-consumer genetic testing market. This has led to accumulation of massive genetic databases by privately owned companies, such as 23andMe and Ancestry. These genetic datasets are commonly used in health care applications, such as informing consumers about genetic risks. However, we also noticed that marketing teams of several global firms started incorporating genetic data into marketing campaigns. For example, last year Spotify partnered with Ancestry and began to offer its users the ability to upload their data and create playlists that matched their genetic ancestry. AirBnB partnered with 23andMe to offer cultural trips and experiences that are tailored to one’s genetic heritage. Another prominent example is Aeromexico, which ran ads where they offered a discount matching one’s percentage of “Mexican DNA” (though we do not know for sure if such discounts were actually offered). So, the natural motivation for us was to evaluate what can actually be done with genetic data from a marketing standpoint.
This is part of an interview with Gideon Nave and Remi Daviet. They wrote a paper that I can't access.
Using DNA for marketing is creepy.
Gideon Nave: Over the past decade, there has been an exponential growth of the direct-to-consumer genetic testing market. This has led to accumulation of massive genetic databases by privately owned companies, such as 23andMe and Ancestry. These genetic datasets are commonly used in health care applications, such as informing consumers about genetic risks. However, we also noticed that marketing teams of several global firms started incorporating genetic data into marketing campaigns. For example, last year Spotify partnered with Ancestry and began to offer its users the ability to upload their data and create playlists that matched their genetic ancestry. AirBnB partnered with 23andMe to offer cultural trips and experiences that are tailored to one’s genetic heritage. Another prominent example is Aeromexico, which ran ads where they offered a discount matching one’s percentage of “Mexican DNA” (though we do not know for sure if such discounts were actually offered). So, the natural motivation for us was to evaluate what can actually be done with genetic data from a marketing standpoint.
This is part of an interview with Gideon Nave and Remi Daviet. They wrote a paper that I can't access.
Using DNA for marketing is creepy.