Life events affect consumers dramatically – they start new jobs, move to new locations, get married, have children – and these life changes affect consumer purchase patterns. Companies trying to keep pace cannot afford to wait days or weeks for outdated information that no longer reflects the actions, behaviors, and preferences of the consumers they want to reach. Information used to address today’s consumers must be fresh and accurate – nobody wants to receive a compelling financing offer three weeks after buying a new car. This session will clearly define terms often associated with trigger marketing and provide case studies that demonstrate how companies can execute more timely, relevant, and profitable marketing activities based on immediately recognizing changes in consumer behavior and life stages.