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Life Event Data Guide

Introduction

When consumers experience a life event change, like moving, getting married or having a baby, their needs change as does their relationship with brands and purchase behaviors.

To support the opportunity associated with life event changes, Speedeon Data ingests and compiles databases of key life events, providing AudienceMaker users with the ability to analyze and engage with customers and consumer prospects as they experience life event changes.

AudienceMaker users interested in leveraging life event changes to support their business initiates may access life event attributes by navigating to the LIFE EVENTS data group in EXPLORER.

The LIFE EVENTS data group within AudienceMaker EXPLORER includes eight data subgroups that correspond to the following Speedeon Data Life Events:

NEW MOVERS

New Mover data in AudienceMaker enables users to identify, analyze and engage with customers and consumer prospects that have recently moved into a new address.

New Mover data is multi-sourced and updated daily. Sources of New Mover data include telephone service providers, utility connects (and disconnects), change of address data, subscription changes, change of address data, county records, and courthouse filings.

In AudienceMaker, the NEW MOVERS subgroup consists of 6 data attributes as outlined in the following table:

DATA GROUP DATA SUBGROUP ATTRIBUTE / WIDGET NAME GUI TYPE ATTRIBUTE DESCRIPTION
LIFE EVENTS NEW MOVERS New Mover Date Selector DATE PICKER DATE RANGE THAT AN INDIVIDUAL MOVED (USER POPULATED)
LIFE EVENTS NEW MOVERS Days Since Move COUNT ‘DAYS AGO’ THAT AN INDIVIDUAL MOVED (1 DAY AGO, 2 DAYS AGO, 3 DAYS AGO, ETC.)
LIFE EVENTS NEW MOVERS Weeks Since Move COUNT ‘WEEKS AGO’ THAT AN INDIVIDUAL MOVED
LIFE EVENTS NEW MOVERS Months Since Move COUNT ‘MONTHS AGO’ THAT AN INDIVIDUAL MOVED
LIFE EVENTS NEW MOVERS Address Type COUNT THE ADDRESS TYPE OF THE NEW MOVER (PO BOX, STREET OR RESIDENTIAL ADDRESS, ETC.)
LIFE EVENTS NEW MOVERS Address Deliverability COUNT ADDRESS DELIVERABILITY INDICATOR (FULLY DELIVERABLE, SECONDARY NUMBER MISSING, ETC.)

The marketing connection. New Movers are frequently in-market for key items and services supporting their move and for their new home. This may include checking accounts, insurance, furniture, appliances, services, groceries, home décor, etc. Brands often use this trigger to engage with existing customers to support higher LTV as well as to acquire new customers.

Relevant Messaging for New Movers. Messaging may speak directly to the life event and correspond to the product or service being offered. Examples include:

  • “Make your new space feel like home!”
  • “We make moving easier.”
  • “We want to welcome you to the neighborhood!”
Remember to maximize customer and prospect responsiveness with a strong call to action and a compelling, time sensitive offer.

PREMOVERS AT CONTRACT

Premovers at Contract data in AudienceMaker enables users to identify, analyze and engage with customers and consumer prospects that have a house move to the “contract pending” phase of the home sale process.

Premover at Contract data is multi-sourced and updated daily. The data set is built using search engine indexing and undergoes rigorous third-party verification.

In AudienceMaker, the PREMOVERS AT CONTRACT subgroup consists of 6 data attributes as outlined in the following table:

DATA GROUP DATA SUBGROUP ATTRIBUTE / WIDGET NAME GUI TYPE ATTRIBUTE DESCRIPTION
LIFE EVENTS PREMOVER AT CONTRACT Premover at Contract Date Selector DATE PICKER DATE RANGE THAT AN INDIVIDUAL’S HOME WENT UNDER CONTRACT TO BE SOLD (USER POPULATED)
LIFE EVENTS PREMOVER AT CONTRACT Days Since Premover Contract COUNT DAYS AGO’ THAT AN INDIVIDUAL’S HOME WENT UNDER CONTRACT TO BE SOLD (1 DAY AGO, 2 DAYS AGO, ETC.)
LIFE EVENTS PREMOVER AT CONTRACT Weeks Since Premover Contract COUNT WEEKS AGO’ THAT AN INDIVIDUAL’S HOME WENT UNDER CONTRACT TO BE SOLD (1 WEEK AGO, 2 WEEKS AGO, ETC.)
LIFE EVENTS PREMOVER AT CONTRACT Months Since Premover Contract COUNT MONTHS AGO’ THAT AN INDIVIDUAL’S HOME WENT UNDER CONTRACT TO BE SOLD (1 MONTH AGO, 2 MONTHS AGO, ETC.)
LIFE EVENTS PREMOVER AT CONTRACT Address Type COUNT THE ADDRESS TYPE OF HOME UNDER CONTRACT TO BE SOLD (PO BOX, STREET OR RESIDENTIAL ADDRESS, ETC.)
LIFE EVENTS PREMOVER AT CONTRACT Address Deliverability COUNT ADDRESS DELIVERABILITY FOR HOME UNDER CONTRACT TO BE SOLD (FULLY DELIVERABLE, SECONDARY NUMBER MISSING, ETC.)

The marketing connection. Premovers at Contract are frequently in-market for key items and services supporting their move away from their current address and for their new one. This may include moving / packaging services, dining, finalizing mortgages, transferring home services, shopping for new home services and planning big ticket purchases for their new address (furniture, appliances, etc.). Similar to New Movers, brands often use this trigger to engage with existing customers to ensure retention as well as to acquire new customers.

Relevant Messaging for Premovers at Contract. Similar to messaging Premovers at List, take into consideration that the Premover is on a journey and not necessarily at the final mover journey destination. Example messages include:

  • “Getting ready to move? We can help you…”
  • “Don’t take it with you…buy something new!”
  • “We can make moving into your new place easier!”
Remember to maximize customer and prospect responsiveness with a strong call to action and a compelling, time sensitive offer.

PREMOVERS AT LIST

Premovers at List data in AudienceMaker enables users to identify, analyze and engage with customers and consumer prospects that have listed their home for sale.

Premover at List data is multi-sourced and updated daily. The data set is built using search engine indexing and undergoes rigorous third-party verification.

In AudienceMaker, the PREMOVERS AT LIST subgroup consists of 6 data attributes as outlined in the following table:

DATA GROUP DATA SUBGROUP ATTRIBUTE / WIDGET NAME GUI TYPE ATTRIBUTE DESCRIPTION
LIFE EVENTS PREMOVER AT LIST Premover at List Date Selector DATE PICKER DATE RANGE THAT AN INDIVIDUAL’S HOME WAS LISTED FOR SALE (USER POPULATED)
LIFE EVENTS PREMOVER AT LIST Days Since Premover Listed COUNT DAYS AGO’ THAT AN INDIVIDUAL’S HOME WAS LISTED FOR SALE (1 DAY AGO, 2 DAYS AGO, ETC.)
LIFE EVENTS PREMOVER AT LIST Weeks Since Premover Listed COUNT WEEKS AGO’ THAT AN INDIVIDUAL’S HOME WAS LISTED FOR SALE (1 WEEK AGO, 2 WEEKS AGO, ETC.)
LIFE EVENTS PREMOVER AT LIST Months Since Premover Listed COUNT MONTHS AGO’ THAT AN INDIVIDUAL’S HOME WAS LISTED FOR SALE (1 MONTH AGO, 2 MONTHS AGO, ETC.)
LIFE EVENTS PREMOVER AT LIST Address Type COUNT THE ADDRESS TYPE OF THE HOME LISTED FOR SALE (PO BOX, STREET OR RESIDENTIAL ADDRESS, ETC.)
LIFE EVENTS PREMOVER AT LIST Address Deliverability COUNT ADDRESS DELIVERABILITY FOR THE HOME LISTED FOR SALE (FULLY DELIVERABLE, SECONDARY NUMBER MISSING, ETC.)

The marketing connection. Premovers at List are frequently in-market for key items and services supporting the sale of their current home as well as preparing for their new home. This may include landscaping, painting and items for staging their current home for sale as well as moving / packaging services, home services, and big-ticket purchases for their next home. Similar to New Movers and Premovers at Contract, brands often use this trigger to engage with existing customers to ensure retention as well as to acquire new customers.

Relevant Messaging for Premovers at List. Similar to messaging Premovers at Contract, take into consideration that the Premover is on a journey and not necessarily at the final mover journey destination. Example messages include:

  • “Trying to sell your home? We can help you get top dollar!”
  • “Getting ready for a move and don’t know how to get started? Give us a call!”
  • “Change is good. We’re here to help!”
Remember to maximize customer and prospect responsiveness with a strong call to action and a compelling, time sensitive offer.

PRENATAL

Prenatal data in AudienceMaker enables users to identify, analyze and engage with customers and consumer prospects that are expecting the birth of a child. *NOTE not all Expectant Parents are first-time parents.

Prenatal data (a.k.a. expectant parents) is multi-sourced and updated weekly. The data set is built using registries, surveys, subscriptions, program memberships, special offer sign-ups, eCommerce activity, online forums, as well as other opt-in sources.

There are two key dates associated with Prenatal data; the ‘Added to File’ date that corresponds to when the individual was identified as prenatal and the ‘Expected Arrival’ date which represents that anticipated date the expected baby is due to be born.

In AudienceMaker, the PRENATAL subgroup consists of 6 data attributes as outlined in the following table:

DATA GROUP DATA SUBGROUP ATTRIBUTE / WIDGET NAME GUI TYPE ATTRIBUTE DESCRIPTION
LIFE EVENTS PRENATAL Prenatal Record Added to File Date Selector DATE PICKER DATE RANGE THAT AN INDIVIDUAL WAS IDENTIFIED AS PRENATAL (USER POPULATED)
LIFE EVENTS PRENATAL Prenatal Expected Arrival Date Selector DATE PICKER DATE RANGE FOR EXPECTED BABY ARRIVAL
LIFE EVENTS PRENATAL Expected Prenatal Arrival Year COUNT THE YEAR FOR EXPECTED BABY ARRIVAL
LIFE EVENTS PRENATAL Expected Prenatal Arrival Month COUNT THE MONTH FOR EXPECTED BABY ARRIVAL
LIFE EVENTS PRENATAL Address Type COUNT THE ADDRESS TYPE OF THE PRENATAL INDIVIDUAL’S HOME (PO BOX, STREET OR RESIDENTIAL ADDRESS, ETC.)
LIFE EVENTS PRENATAL Address Deliverability COUNT ADDRESS DELIVERABILITY FOR THE PRENATAL INDIVIDUAL’S HOME  (FULLY DELIVERABLE, SECONDARY NUMBER MISSING, ETC.)

The marketing connection. Expectant parents are frequently in-market for key items and services supporting the arrival of their new infant. This may include home improvement items, furniture, clothes, baby products, and insurance. Relevant brands use this trigger to engage with existing customers to drive LTV as well as to acquire new customers.

Relevant Messaging for Expectant Parents. Messaging to expectant parents should emphasize how your brand may help them to prepare for the next stage of life as parents. Messaging Examples include:

  • Small bundles of joy require a lot of preparation. We can help!
  • We’ll make our delivery so you can focus on yours!
  • You don’t have to be an expert parent. Let us help!
IMPORTANT NOTE: Please exercise sensitivity when messaging Prenatal audiences given that this life event may be impacted by unexpected / unplanned status changes.
Remember to maximize customer and prospect responsiveness with a strong call to action and a compelling time sensitive offer.

NEW BABY

New Baby data in AudienceMaker enables users to identify, analyze and engage with customers and consumer prospects that have recently welcomed a new baby into their home.

New Baby data is multi-sourced and updated weekly. The data set is built using registries, surveys, subscriptions, program memberships, special offer sign-ups, eCommerce activity, online forums, as well as other opt-in sources.

There are two key dates associated with New Baby data; the ‘Added to File’ date that corresponds to when the individual was identified as having a new baby and the ‘Birthdate’ date which represents that date the baby was born.

In AudienceMaker, the NEW BABY subgroup consists of 6 data attributes as outlined in the following table:

DATA GROUP DATA SUBGROUP ATTRIBUTE / WIDGET NAME GUI TYPE ATTRIBUTE DESCRIPTION
LIFE EVENTS NEW BABY New Baby Record Added to File Date Selector DATE PICKER DATE RANGE THAT AN INDIVIDUAL WAS IDENTIFIED AS HAVING A NEW BABY (USER POPULATED)
LIFE EVENTS NEW BABY New Born Birthdate Date Selector DATE PICKER DATE RANGE THAT THE INDIVIDUAL’S NEW BABY WAS BORN (USER POPULATED)
LIFE EVENTS NEW BABY New Born Birthdate Year COUNT THE YEAR WHEN THE INDIVIDUAL’S NEW BABY WAS BORN
LIFE EVENTS NEW BABY New Born Birthdate Month COUNT THE MONTH WHEN THE INDIVIDUAL’S NEW BABY WAS BORN
LIFE EVENTS NEW BABY Address Type COUNT THE ADDRESS TYPE OF THE INDIVIDUAL WITH THE NEW BABY’S HOME (PO BOX, STREET OR RESIDENTIAL ADDRESS, ETC.)
LIFE EVENTS NEW BABY Address Deliverability COUNT ADDRESS DELIVERABILITY FOR THE INDIVIDUAL WITH THE NEW BABY’S HOME (FULLY DELIVERABLE, SECONDARY NUMBER MISSING, ETC.)

The marketing connection. New parents are frequently in-market for key items and services supporting the addition of a new infant into their household. This may include dining (for both parent and infant), furniture, clothes, baby products, home improvement, insurance, and financial services. Relevant brands use this trigger to engage with existing customers to drive LTV as well as to acquire new customers.

Relevant Messaging for New Parents. Messaging New Parents should speak directly to the changing needs of their expanded family. Examples include:

  • “Your adventure is just beginning! We’re here to help!”
  • “Wishing you and your family much happiness during this time!”
  • “We’re honored to play a small part in this exciting journey!”
  • “There are many exciting times ahead. We’ll help you cherish every moment!”
IMPORTANT NOTE: Please exercise sensitivity when messaging New Baby audiences given that this life event may be impacted by unexpected / unplanned status changes.
Remember to maximize customer and prospect responsiveness with a strong call to action and a compelling time sensitive offer.

NEWLY ENGAGED

Newly engaged data in AudienceMaker enables users to identify, analyze and engage with customers and consumer prospects that have recently become engaged to be married.

Newly engaged data is multi-sourced and updated weekly. The data set is built using registries, surveys, subscriptions, program memberships, special offer sign-ups, eCommerce activity, online forums, as well as other opt-in sources.

There are two key dates associated with Newly Engaged data; the ‘Added to File’ date that corresponds to when the individual was identified as being engaged and the ‘Wedding’ date which represents that anticipated date of the wedding.

In AudienceMaker, the NEW ENGAGED subgroup consists of 6 data attributes as outlined in the following table:

DATA GROUP DATA SUBGROUP ATTRIBUTE / WIDGET NAME GUI TYPE ATTRIBUTE DESCRIPTION
LIFE EVENTS NEWLY ENGAGED Newly Engaged Record Added to File Date Selector DATE PICKER DATE RANGE THAT AN INDIVIDUAL WAS IDENTIFIED AS BEING ENGAGED (USER POPULATED)
LIFE EVENTS NEWLY ENGAGED Newly Engaged Wedding Date Selector DATE PICKER DATE RANGE THAT THE INDIVIDUAL IS EXPECTED TO GET MARRIED (USER POPULATED)
LIFE EVENTS NEWLY ENGAGED Newly Engaged Wedding Year COUNT THE YEAR WHEN THE INDIVIDUAL IS EXPECTED TO GET MARRIED
LIFE EVENTS NEWLY ENGAGED Newly Engaged Wedding Month COUNT THE MONTH WHEN THE INDIVIDUAL IS EXPECTED TO GET MARRIED
LIFE EVENTS NEWLY ENGAGED Address Type COUNT THE ADDRESS TYPE OF THE NEWLY ENGAGED’S HOME (PO BOX, STREET OR RESIDENTIAL ADDRESS, ETC.)
LIFE EVENTS NEWLY ENGAGED Address Deliverability COUNT ADDRESS DELIVERABILITY FOR THE NEWLY ENGAGED’S HOME (FULLY DELIVERABLE, SECONDARY NUMBER MISSING, ETC.)

The marketing connection. Newly engaged couples are frequently in-market for items and services supporting their pending nuptials and future lives together. This includes wedding planning (venue, formal wear, gifts) as well as establishing a household together and the subsequent purchase of housewares, furniture, home décor, financial service, and insurance. Relevant brands use this trigger to engage with existing customers to drive LTV as well as to acquire new customers.

Relevant messaging for Newly Engaged couples. Messaging to newly engaged couples may include multiple stages depending on the timing of their nuptials. Early stages include planning for the wedding with latter stages focusing on the couples needs post-matrimony. Messaging examples include:

  • Say I do to us!
  • Wedding bells are ringing and when you work with us, you’ll be singing!
  • We can help you plan and prepare for your new life together!
  • We want to help you celebrate your big day!
IMPORTANT NOTE: Please exercise sensitivity when messaging Newly Engaged audiences given that this life event may be impacted by unexpected / unplanned status changes.
Remember to maximize customer and prospect responsiveness with a strong call to action and a compelling time sensitive offer.

NEWLY MARRIED

Newly Married data in AudienceMaker enables users to identify, analyze and engage with customers and consumer prospects that have recently gotten married.

Newly Married data is multi-sourced and updated weekly. The data set is built using registries, surveys, subscriptions, program memberships, special offer sign-ups, eCommerce activity, online forums, as well as other opt-in sources.

There are two key dates associated with Newly Married data; the ‘Added to File’ date that corresponds to when the individual was identified as being married and the ‘Wedding’ date which represents that date of the wedding.

In AudienceMaker, the NEW MARRIED subgroup consists of 6 data attributes as outlined in the following table:

DATA GROUP DATA SUBGROUP ATTRIBUTE / WIDGET NAME GUI TYPE ATTRIBUTE DESCRIPTION
LIFE EVENTS NEWLY MARRIED Newly Married Record Added to File Date Selector DATE PICKER DATE RANGE THAT AN INDIVIDUAL WAS IDENTIFIED AS BEING MARRIED (USER POPULATED)
LIFE EVENTS NEWLY MARRIED Newly Married Wedding Date Selector DATE PICKER DATE RANGE THAT THE INDIVIDUAL WAS MARRIED (USER POPULATED)
LIFE EVENTS NEWLY MARRIED Newly Married Wedding Year COUNT THE YEAR WHEN THE INDIVIDUAL WAS MARRIED
LIFE EVENTS NEWLY MARRIED Newly Married Wedding Month COUNT THE MONTH WHEN THE INDIVIDUAL WAS MARRIED
LIFE EVENTS NEWLY MARRIED Address Type COUNT THE ADDRESS TYPE OF THE NEWLY MARRIED’S HOME (PO BOX, STREET OR RESIDENTIAL ADDRESS, ETC.)
LIFE EVENTS NEWLY MARRIED Address Deliverability COUNT ADDRESS DELIVERABILITY FOR THE NEWLY MARRIED’S HOME (FULLY DELIVERABLE, SECONDARY NUMBER MISSING, ETC.)

The marketing connection. Similar to Newly Engaged couples are frequently in-market for items and services supporting their future lives together. This includes larger ticket purchases supporting building a home together, housewares, furniture, home décor, financial services, and insurance. Relevant brands use this trigger to engage with existing customers to drive LTV as well as to acquire new customers.

Relevant messaging for Newly Married couples. Messaging to newly married couples should support the continuation of building a life together, growth, and future planning. Messaging examples include:

  • We can help extend the honeymoon!
  • Building your life together doesn’t have to be hard, give us a call!
  • Continue your ‘Happily ever after’ with us!
IMPORTANT NOTE: Please exercise sensitivity when messaging Newly Married audiences given that this life event may be impacted by unexpected / unplanned status changes.
Remember to maximize customer and prospect responsiveness with a strong call to action and a compelling time sensitive offer.

NEWLY SINGLE

Newly Single data in AudienceMaker enables users to identify, analyze and engage with customers and consumer prospects that have recently gotten divorced and are no longer married.

Newly Single data is multi-sourced and updated weekly. The data set is built using registries, surveys, subscriptions, program memberships, special offer sign-ups, eCommerce activity, online forums, as well as other opt-in sources.

There are two key dates associated with Newly Single data; the ‘Added to File’ date that corresponds to when the individual was identified as being divorced and the ‘Single’ date which represents the date the individual was divorced.

In AudienceMaker, the NEW SINGLE subgroup consists of 6 data attributes as outlined in the following table:

DATA GROUP DATA SUBGROUP ATTRIBUTE / WIDGET NAME GUI TYPE ATTRIBUTE DESCRIPTION
LIFE EVENTS NEWLY SINGLE Newly Single Record Added to File Date Selector DATE PICKER DATE RANGE THAT AN INDIVIDUAL WAS IDENTIFIED AS BEING SINGLE (USER POPULATED)
LIFE EVENTS NEWLY SINGLE Newly Single Date Selector DATE PICKER DATE RANGE THAT THE INDIVIDUAL WAS DIVORCED (USER POPULATED)
LIFE EVENTS NEWLY SINGLE Newly Single Year COUNT THE YEAR WHEN THE INDIVIDUAL WAS DIVORCED
LIFE EVENTS NEWLY SINGLE Newly Single Month COUNT THE MONTH WHEN THE INDIVIDUAL WAS DIVORCED
LIFE EVENTS NEWLY SINGLE Address Type COUNT THE ADDRESS TYPE OF THE NEWLY SINGLE INDIVIDUAL’S HOME  (PO BOX, STREET OR RESIDENTIAL ADDRESS, ETC.)
LIFE EVENTS NEWLY SINGLE Address Deliverability COUNT ADDRESS DELIVERABILITY FOR THE NEWLY SINGLE INDIVIDUAL’S HOME (FULLY DELIVERABLE, SECONDARY NUMBER MISSING, ETC.)

The marketing connection. Newly Single individuals often have to purchase large ticket items that they were not able to retain when they separated from their partner. Additionally, housewares, home décor, financial and insurance products that were purchased with their former partner must be re-purchased. Relevant brands may use this trigger to engage with existing customers to drive LTV as well as to acquire new customers.

Relevant messaging to Newly Single individuals. Messaging to newly single individuals should be directional and speak to the general needs of the individual given that many of the details of the disillusionment of their marriage is unknown. Messaging examples include:

  • Change can be hard, but we understand and can help!
  • Newness is refreshing, try us today!
  • With so many things changing, rest assured we’re here for you and we’ll stay the same!
IMPORTANT NOTE: Please exercise sensitivity when messaging Newly Single audiences given that this life event may be impacted by unexpected / unplanned status changes.
Remember to maximize customer and prospect responsiveness with a strong call to action and a compelling time sensitive offer.