The basis for Liferati is the idea of “segmentation”, ie clustering of users based on certain criteria for the purpose of targeting in terms of crafting the marketing message or developing products.
Traditionally, segmentation is done via demographics (age, sex, occupation, etc) and psychographics (specific needs, attitudes, etc). The more advanced version of segmentation involves this concept called “life cycle”, which maps out the stages of interaction between the product and the user.
During my time as a researcher at Procter & Gamble, I have developed a life cycle segmentation model which was used successfully to develop the direct response marketing strategy for a skin care product.
I had firmly believed in the ‘portability’ - meaning that the model could well be applied across product lines as well as product types. This was validated when I reapplied the model when I was at DHL, crafting a strategy for the B2B direct mailer program.
I am banking for its further ‘portability’ into the realm of Internet businesses - the model is to serve as the ‘foundation’ for the Contextualizer application that we want to build. This is sound theoretically, but as they say, the proof of the pudding is in the eating. We’ll know once the prototype is built and put to test.
DOWNLOAD HERE: Generic Life Cycle Segmentation Model (JPG)
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