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4 Levels of Marketing Sophistication
Levels of Target Market
            Analysis
                
1)   Demographics
2)   Psychographics
3)   Profitability
4)   Explicit Combinations



                CONFIDENTIAL AND PROPRIETARY
                                               2
                     – DO NOT DISTRIBUTE
Hierarchy of Analysis
                          
Sophistication




                                                                    Explicit
                                                                  Combinations
                                                  Profitability
                                                   Analysis
                               Psychographic
                                  Analysis
                 Demographic
                   Analysis



                                CONFIDENTIAL AND PROPRIETARY      Accuracy       3
                                     – DO NOT DISTRIBUTE
Level 1 –
Customer Demographics
     Individual
                
     Age
     Ethnicity
     Gender
     Income        Business
     Zip Code      Industry
                   Size
                   Revenue
                   Territory

        CONFIDENTIAL AND PROPRIETARY
                                       4
             – DO NOT DISTRIBUTE
Level 2 –
Psychographics
        
  Maslow’s
  Hierarchy

                VALS
  (Values & Lifestyles)



  Myers-Briggs

                     DISC
   CONFIDENTIAL AND PROPRIETARY
                                  5
        – DO NOT DISTRIBUTE
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
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

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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

Notas do Editor

  1. "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/>.