Creating an Event Based Marketing (EBM) Plan

Your consumer expects you to be observing them across channel. They expect you to leverage this information and provide exceptional service. To create an effective ‘listening’ strategy – you have to start with identifying basic triggers & events. As you segment your consumers into different categories – you need to look at those with signficant business value and define a strategy for complex events. Eventually you need to be able to apply the complex event strategy to your lower value consumers.

Your consumer expects you to be observing them across channel. They expect you to leverage this information and provide exceptional service. To create an effective ‘listening’ strategy – you have to start with identifying basic triggers & events. As you segment your consumers into different categories – you need to look at those with signficant business value and define a strategy for complex events. Eventually you need to be able to apply the complex event strategy to your lower value consumers.

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