A move may change motorcycle storage, security, commuting or dealer access, but many products have no credible connection to the event.
Audience & intelligence
Recognise the purchase moments created by a change of home.
Use approved household and moving-stage segments where a change of address creates a relevant need for the product or service.
What it is
A house move can create new transport and ownership needs.
Home-mover data can include approved segments related to moving stage, broad property characteristics and area. We begin by establishing whether that life event has a credible connection to the brief.
A move can change garage access, commuting distance, security needs, local dealer choice and storage. Those connections can support relevant campaigns, but property attributes should never be treated as a shortcut for knowing an individual’s preferences.
Home mover data explained
Use a home mover marketing database when the move changes the purchase need.
Home mover data can group eligible households around stages such as moving soon, moving now or just moved. Depending on the provider and market, a home mover marketing database may also support property, geography and household segmentation.
A move can change commuting distance, parking, storage, charging access, vehicle size, security and the location of the nearest dealer or service point. That can create relevant automotive and motorcycle opportunities, but it does not mean every mover is in market for a vehicle.
We begin with the use case, geography and product, then confirm the current audience definition, source, scale, retention and activation rules with the data partner. We do not carry forward supplier coverage claims unless they are current and documented.
Audience and data
What we need to know before planning Home Mover IQ.
Home-mover data is only useful when moving home is relevant to the product or service. We use the appropriate mover signals, geography and timing, then combine them with campaign engagement rather than treating every mover as the same prospect.
Relevant mover signalsGeographic audience fitFollow-up audiences
Audience availability, matching and retargeting depend on the platform, market, permissions and campaign set-up.
Motorcycle application
How Home Mover IQ can work in a motorcycle campaign.
These examples show the sort of targeting we can consider. Availability varies by platform, market and permissions, so we confirm the usable options before launch.
Relevant audienceAvailable channel, category, contextual or first-party signals selected to match the campaign brief.
Custom audiencePeople grouped because they share a useful behaviour or relationship with the brand, such as visiting a model page or engaging with a campaign.
RetargetingPeople who have already shown interest can receive a relevant follow-up message on channels that support it.
Common mistakes
Where Home Mover IQ can go wrong.
Poorly framed creative can imply knowledge of a household's private circumstances or make unsupported assumptions about lifestyle and wealth.
Dealer and ownership-service messages can miss the useful window when moving stage, geography and campaign timing are not aligned.
Planning and delivery
How we plan and deliver Home Mover IQ.
Home Mover IQ begins with a relevance test: would changing home plausibly alter the motorcycle decision being advertised? Stronger applications are practical, new garage or storage arrangements, security requirements, a changed commute or the need to discover a nearby dealer, not assumptions about lifestyle or wealth. We review the approved supplier's moving stage, geographic precision, activation rules and minimum thresholds, then match timing to one useful message. Creative should explain why the service is relevant now and lead to a local, informative destination. Measurement focuses on campaign-level response and agreed actions, while household data remains within the supplier or media environment. If the move has no credible bearing on the brief, the segment is not recommended.
What the client gets
01
Written relevance assessment connecting the moving event to a defined motorcycle product or service need
02
Supplier review covering moving stage, territory, audience thresholds and permitted attributes
03
Timing and catchment model for dealer introductions, security, storage, commuting or ownership services
04
Message, landing-page and measurement plan that keeps household attributes inside the approved environment
Common questions
What clients ask about Home Mover IQ.
What is home mover data?+
Home mover data is an eligible audience or dataset organised around a change of home. Definitions vary by provider and can include moving soon, moving now and just moved stages.
What is a home mover marketing database used for?+
It can support relevant campaigns where a move changes a customer need, for example commuting, charging, parking, vehicle protection, storage or local dealer access.
Can home mover data identify a named household?+
Activation and reporting depend on the provider and privacy model. Digitally Charged plans approved audience segments and does not present the data as a named list of personal movements.
Do you receive names or addresses of people who are moving?+
No. Digitally Charged uses approved audience segments through eligible suppliers and advertising platforms; it does not receive a list of named movers or their household circumstances. Available definitions, thresholds and activation controls vary, and the campaign is planned around the permitted segment rather than an identifiable household.
Why would moving home matter to a motorcycle campaign?+
A move can change garage access, overnight security, commuting distance, storage, insurer requirements or the most convenient dealer. Those are practical use cases, not automatic conclusions. We recommend the audience only when the advertised product solves a credible need created or changed by the move.
Can Home Mover IQ be used to target affluent households?+
Property or moving information should not be treated as a shortcut to an individual's wealth, interests or intention to buy a motorcycle. Where approved demographic or area-level overlays are legally and contractually available, they must still have a clear role in the brief and be described accurately.
What does a Home Mover IQ brief need at the start?+
We need the product or service, market, geography, audience hypothesis, available evidence, customer action and practical constraints. The initial scope normally considers security and storage products, local dealer introduction, commuter and mobility propositions before deciding whether this capability belongs in the plan.
Start with the brief
Talk to us about Home Mover IQ.
Bring the product, market and target. We’ll tell you whether Home Mover IQ is the right tool and what a sensible first phase looks like.
Discuss the brief ↗