Nuts & Bolts - Database: Two Solutions for Weak Automated Triggers
• Simple trigger: Send Mary a message if she makes a Money Market deposit of greater than $25,000.
The challenge with this type of simple rule logic is that $25,000 may not be an unusual event in Mary's existence. If Mary were the CEO of a large corporation, this $25,000 "event" could be a fraction of the overall account value, and a simple distribution that occurs regularly throughout the year.
• More complex version of the same themed trigger: Send Mary a message if she makes a Money Market deposit that is seven times greater than her average monthly deposit balance AND if she is over the age of 60 AND inquired about retirement products in the past six months.
This is a more accurate trigger because it is unique to Mary. The organization needs to understand Mary's "normal" deposit balance behavior, and then calculate seven times the norm before triggering an action. It also assumes the organization is able to link events and data unrelated to the deposit.
Effectively tackling these challenges—using the right tools and the right rules—will give marketers the opportunity to think creatively and adopt dozens of trigger-based "events" that will take their marketing to the next level.
Paul Mandeville is COO of Bedford, Mass.-based Conversen, provider of software-as-a-service marketing technology. He can be reached at firstname.lastname@example.org.