Lifecycle Map
The lifecycle as a machine: every journey with where it begins, the conditions it passes, the moves it makes and the interval after which it presumes a person has stepped back, and the segments that select from the states those journeys run on. Two tables and one job.
You leave with A lifecycle map an automation tool can be built from: each journey as a machine with a declared start, and each segment as a rule over the same states rather than a list kept by hand.
Why it matters
What goes wrong without it, as the commitments that license this deliverable say it, each standing on its sources.
- A deliverable is a method the industry already writesA plan is the thing a marketer is judged on, and a plan whose sections were chosen by whoever built the tool is an opinion with a table of contents. The industry has written these methods down: the measurement model that runs from objectives to KPIs to targets to segments, the client brief the agencies’ bodies agreed, the outcome standards that say what an instrument must disclose, the statechart a lifecycle is a machine of, the experiments that establish cause, the regulation that says on what ground a person may be reached. Citing them on the deliverable, and deriving its why from them the way a kind’s is derived, is what lets a reader see the method behind the page and what lets the composition of each plan be corrected against its source rather than argued.
Digital Marketing and Measurement Model · The Goal Question Metric Approach · Aligning Organizations Through Measurement: The GQM+Strategies Approach · The Client Brief: A best practice guide to briefing communications agencies · Outcomes and Data Quality Standards · XDM Individual Profile Class · Statecharts: a visual formalism for complex systems · State Chart XML (SCXML): State Machine Notation for Control Abstraction · Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing · A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook · Regulation (EU) 2016/679, Article 6 · Regulation (EU) 2016/679, Article 7: Conditions for consent · Consent Receipt Specification 1.1 · Transparency and Consent Framework v2.2
Tables— 2
Each is a view drawn across every term of the kind it starts from, on one page, with the file to take away.
- tableJourneys
One line per journey, with the conditions it passes through and the rungs they sit on, the moves it makes and what triggers them, and the interval of inactivity after which it presumes a person has stepped back. - tableSegments
One line per audience segment, with the consumer states it selects from.
Jobs— 1
Each is a view done from one term you already have, with a page for every one it can be done from.
- from a journeyMap a lifecycle
“I need the lifecycle as a machine I can build in an automation tool, not as a funnel picture.”