As you continue to collect data for a consumer over time, your ability to identify their in-market status progressively improves. That is the iterative process in a nutshell.

For example, let's look at the situation where a consumer has purchased auto insurance. They are generally pleased with their policy, but every day that consumer see ads for all the other insurance companies in the marketplace.

This consumer being made more and more aware, and over time begins acting on that awareness and starting to respond to messaging and ads, downloading information, filling out a web form, etc.

Each of these actions the consumer takes become signals that make the picture of the consumer's journey richer and richer. The marketer then gets smarter and smarter every time he sees a consumer again.