Leveraging Life Event Data to Personalize Offer
A mid-size financial services investment company wanted to understand if certain life events are key triggers to the purchase of investments.
The financial services company was selecting campaign targets based on limited demographics such as age, income and geography. Acquisition campaigns were performing within industry standards, however they wanted to look for ways to increase response rate.
Our client partnered with Allant to analyze previous campaign response data to determine if life events were influencing consumer investment purchase decisions.
Allant leveraged life event data, such as newly married, new parent, newly retired and new college graduate and analyzed their most recent campaign responses. The results confirmed that certain life event triggers had a direct correlation to the purchase of investments.
By understanding the impact that certain life events had on improving campaign response, our client was able to incorporate life event trigger data into their acquisition campaigns and deliver more personalized and relevant content.