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4 Levels of Marketing Sophistication by E2B Marketing, Shane Smith
- 1. 4 Levels of Marketing Sophistication
- 2. Levels of Target Market Analysis 1) Demographics 2) Psychographics 3) Profitability 4) Explicit Combinations CONFIDENTIAL AND PROPRIETARY 2 – DO NOT DISTRIBUTE
- 3. Hierarchy of Analysis Sophistication Explicit Combinations Profitability Analysis Psychographic Analysis Demographic Analysis CONFIDENTIAL AND PROPRIETARY Accuracy 3 – DO NOT DISTRIBUTE
- 4. Level 1 – Customer Demographics Individual Age Ethnicity Gender Income Business Zip Code Industry Size Revenue Territory CONFIDENTIAL AND PROPRIETARY 4 – DO NOT DISTRIBUTE
- 5. Level 2 – Psychographics Maslow’s Hierarchy VALS (Values & Lifestyles) Myers-Briggs DISC CONFIDENTIAL AND PROPRIETARY 5 – DO NOT DISTRIBUTE
- 6. Level 3 – Profitability RFM Recency Frequency Monetary Spend Life Time Value How much is each customer worth to your business? CONFIDENTIAL AND PROPRIETARY 6 – DO NOT DISTRIBUTE
- 7. Level 4 – Explicit Combinations Industry Specific & Appropriate Psychographic, Demographic & LTV, etc. Conceal & Carry Target VALS - Maker, Male, Purchase Often Taxi Patron Target VALS - Survivor, Elderly, High RFM Beauty Salon Target Maslow - Esteem, Female, High RFM, home zip code CONFIDENTIAL AND PROPRIETARY 7 – DO NOT DISTRIBUTE
Editor's Notes
- "Disc Personality Test Profile Brisbane Gold Coast." Personality Profile Brisbane Gold Coast. N.p., n.d. Web. 18 Feb. 2013. <http://www.i-discover.com.au/disc-profile/>.