Brands see customers getting older in their data and their interactions to date, but not the key life events that will impact what they do next, why they do it and how that impacts their budget for non essential spend. Cresta Run Key Life Events mapping shines a unique light in this area, offering insights into timing + targeting, all in one package.

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How?

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Using the same proprietary consumer dataset as Ozzy, ​Cresta Run maps 22 key life events (over and above the expected 'retirement', 'grandchildren', etc.) to:​

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• When they're most likely to happen

• Which unlocks non-essential spend

• What media, digital and ad engagement patterns are likely at the time

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Turning the '55+' group into several distinct segments with quite different journeys ahead, for example, ‘customers aged 66-70, likely entering semi-retirement with £1,500+ monthly discretionary spend and high trust in print + email'.

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