March 19, 2007

Realizing The Life-Cycle Marketing Vision

by Lisa Bradner

with Christine Spivey Overby, Sarah Glass

Executive Summary (This is a document excerpt)

In simple terms, life-cycle marketing is about profiling a customer's relationships with a company or brand over time in order for marketers to reach them more effectively. In reality, life-cycle marketing can be hard to pin down and harder still to implement. To begin successfully putting theory into action, marketers must capture the right data to identify their profitable customers and to understand their behavior over time.