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The need to take a fresh look at consumer data

September 1, 2020

Our understanding of data-driven marketing and advertising has changed in the last six months, evolving into a real reflection of what is occurring with consumers in the changing economic, health and social environment.

Major life events. Previously, data collection often focused on major life events like marriage, birth of a child or purchase of a new house or vehicle. It’s just not clear right now that those familiar lifestyle patterns will necessarily be reproduced in the new society being created before our eyes. These simple, traditional milestones may need to be replaced with more in-depth data collection aimed at better understanding consumers’ current circumstances before reaching out to them.

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