Consumers in Transition - for Life Events & Lifestyle Triggers with AI

Data Axle's Consumers in Transition Audiences enable brands to identify individuals undergoing life events---such as moving, starting a family, retiring, or changing careers---using AI-modeled behavioral and lifestyle propensities. These audiences allow marketers to deliver highly relevant, time-sensitive offers during pivotal consumer decision windows. 

Data Axle, formerly Infogroup, has been a trusted provider of data-driven solutions since 1972. It has coverage of over 95% of U.S. adults and households. Data Axle combines deterministic offline and online sources---voter files, utility connects, real estate, and more---to create enriched, actionable consumer profiles which can be consumed directly within your environment. 

What Sets Us Apart: 

• Unlike traditional forecasting models built on static rules or demographics, our AI engine continuously learns and adapts, using thousands of behavioral, attitudinal, and transactional signals to generate nuanced audience definitions 
• Trained on expansive offline PII data, utilizing all signals (not just age/income) 
• Scores every individual (0--1) by propensity to act 
• Optimized for personalized targeting, next-best action, and cross-sell models 
• Built for scalable segmentation, enrichment, and omnichannel activation 

Key Attributes 

• Real estate activity and utility connects to detect recent or upcoming moves 
• Birth and household composition signals from verified data and lifestyle clues 
• Employment changes and inferred career shifts from financial, social, and public signals 
• Health behavior triggers, such as lifestyle purchases and wellness initiative markers 
• Financial activity tied to life-stage transitions (education, caregiving, retirement) 
• Purchase patterns tied to life changes (home goods, insurance, banking products) 

Segment Categories 

Each category includes multiple AI-scored segments -- below are illustrative examples and business applications. New categories are released regularly. 

• New Movers & Homeowners -- Recently relocated or pre-move individuals in-market for services, furnishings, and insurance Use case: Target with broadband, security systems, local services, or homeowners' insurance. 
• Parents & Family Stage Shifts -- New parents, empty nesters, and families with children entering key schooling or adulthood phases Use case: Promote family health plans, educational savings, or lifestyle adjustments. 
• Career Changes & Job Market Transitions -- Recently employed, promoted, or seeking new roles, open to financial and lifestyle products Use case: Engage with banking products, insurance, relocation, or upskilling offers. 
• Retirement & Pre-Retirement Audiences -- Consumers nearing or entering retirement, often seeking healthcare, financial planning, or leisure Use case: Drive Medicare enrollment, travel offers, retirement planning services. 
• Relationship & Household Formation Changes -- Indicators of marriage, divorce, cohabitation---impacting housing, finances, and insurance needs Use case: Enable targeting for joint financial products, renter's/home insurance, or legal services. 
• Health & Wellness Journey Starters -- Consumers initiating lifestyle changes like fitness, diet, or quitting smoking; often first-time category buyers Use case: Promote wellness programs, supplements, fitness services, and healthy meal plans. 

Key Features 

• AI-modeled life event and lifestyle transition scores per individual 
• Behavioral, transactional, and situational signal integration 
• Updated quarterly to reflect changing life-stage data and triggers 
• Available as prebuilt segments or custom-built upon request 
• Delivered with identity spine or hashed match keys for activation 

Use Cases 

• Launch real-time campaigns aligned with consumer transitions (move, baby, retirement) 
• Reactivate lapsed users or deepen personalization with life-stage context 
• Fuel multi-channel lifecycle programs with transition-based triggers 
• Build top-of-funnel audiences for financial, health, and retail categories tied to life changes 
• Optimize upsell/cross-sell at key inflection points using lifestyle insights 

Next Steps 

• Request listing access 
• Data Axle team will contact you to finalize audience, data cut, and delivery method / frequency 
• Need a Custom Audience? We deliver tailored segments within 5--10 business days 

Business Needs 

• 360-Degree Customer View Enrich your customer profiles by adding verified life-stage, behavioral, and event-driven context---enabling you to target not just who they are, but what stage they're in. 
• Customer Acquisition Identify consumers entering high-opportunity life transitions where product decisions are made---such as home purchases, family changes, or career shifts. Reach them when intent is naturally high. 
• Demand Forecasting Leverage predictive AI to anticipate future demand based on life event trajectories. Enable better campaign timing for services that align with household evolution and personal milestones. 
• Identity Resolution Maintain accurate identity through life transitions---such as name changes, relocations, or household reconfiguration---ensuring continued targeting and measurement fidelity. 
• Market Segmentation Build micro-segments based on lifestyle progression. Example: "Post-grad urban movers," "First-time parents," or "Recently divorced professionals"---targeted by real-time transitional states. 
• Audience Segmentation Use AI-generated personas tied to transitional behaviors. Move beyond static data to include signals of change---allowing for adaptive, emotionally intelligent outreach. 
• Audience Activation Deploy transition-based audiences across digital, email, OTT, social, and direct mail channels. Engage with creative and timing aligned to recent or upcoming life milestones