If a set of criteria is met, pre-determined triggers launch a marketing action or
communication. For example, a customer buys a new computer online, so the
company instantly offers virus support and surge protectors. Others take in multiple
indices to attempt to predict more complex life events. It may be that a customer
has purchased maternity clothes, changed insurance beneficiaries and increased
credit card volume potentially signaling a significant life event (such as the birth
of a new baby) to a financial services firm. Proactive marketing campaigns may
be combined with retail partners’ offers to provide additional incentives for future
maternity purchases. Again, applying customer information and channel interaction
frequencies, high potential channels can be selected to deliver appropriate
communications and offers.