Right here, right now: Event-triggered marketing

Event triggers 24-Mar-2008 Richard Higginbotham is head of marketing at CDMS.

These ‘event triggers’ – which might be a customer service call, a type of transaction, going through a spending level in a particular period, customer’s birthday, etc – instruct the database marketing system to send a targeted offer to the customer in question anywhere from the same week to the same day, depending on time-sensitivity and marketing medium used. Indeed, the demand for transactional data which provides a proxy where a company does not have triggers in their own data is an indicator of the growing importance of communicating with customers at the ‘right’ or appropriate time …read on