Top tips: Using life events in marketing campaigns

Simon Farthing, Head of Consultancy at data science consultancy Profusion, discusses how data science can be used to identify life events to improve marketing campaigns. What does the perfect marketing campaign look like? In general terms, I would probably define it as exactly the right content delivered to the right person, through the right channel, at the moment that they are most interested in making a purchase. Thanks to advances in data science we’re getting closer than ever before to having the right information available to ensure that campaigns only reach the right people with the right content. But how do you know when is the best time to reach someone? After all, you can only broadly define when people are more likely to be interested in buying something. Individual…

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