LLOYDS TSB TEES-UP FOR ‘LIFESTage’ MARKETING

BRITAIN’S LARGEST BANK, Lloyds TSB, is to undertake a major lifestage marketing initiative, quizzing its customers about their recent life events and plans for the future. A detailed questionnaire has been sent to a random sample of customers and their answers will enable the bank to categorise customers by type and predict which is likely to encounter certain lifestages - marriage, parenthood, buying a home, etc - and when. The response data will feed a predictive model that in turn will drive future mailings targeting specific segments of the database.