Event Driven Marketing

11th Dec 2000
This paper provides an introduction to Event Driven Marketing (EDM). It begins by defining an "event", and supports this with examples of general events (e.g. moving house, going on holiday), and more detailed, customer-specific events (e.g. a mobile phone customer calling the main number of a competitors call center). It gives some pointers on how to spot events and how to act on them, and concludes with a flowchart example of a surplus funds event driven campaign.
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