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Insurance consumers tend to be picky, and not every consumer is a fit or qualified for a particular insurer's product. (Shutterstock) Insurance consumers tend to be picky, and not every consumer is a fit or qualified for a particular insurer’s product. (Shutterstock)

When insurance consumers set out to make a major-life purchase decision (MLP), which is a complex buying decision with a high degree of financial and emotional complexity, most invest a significant amount of time researching prior to buying. During the consideration process, MLP marketers rely on effective data to serve timely and relevant content to build awareness and deliver a great consumer experience.

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