How marketers can identify pre-triggers to purchase

Pete Buckley and Richard Bradford

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Using data signals, it's now possible to determine the pre-triggers for purchase, which allows brands to create communications earlier in the purchase journey before they get to the more competitive active stage. Identifying these pre-triggers is illustrated with case studies from the banking and insurance sectors

In 1940, a man called Norbert Wiener tried to predict the behaviour of German fighter pilots – with the goal of shooting them from the sky. His method was to take the trajectory of the plane from its observed motion and consider the pilot's most likely evasive manoeuvres. Unfortunately, he only managed to predict...

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