You work as the lead marketing researcher for a major retailer. The data scientists on your team explain that it is now possible to use in$-$store and online purchase behavior to determine lifestyle changes in customers. In fact, you can now track when female customers become pregnant based solely on a few small changes in purchase behavior. For example, a female customer may have previously purchased a scented body lotion but suddenly switches to unscented lotion. Another sign of pregnancy can be seen in the purchase of pre$-$natal vitamins. Given that this type of life transition is an opportune time to build loyalty among your customers, the way you handle and track purchase behavior is critical.

Should you use this information to begin marketing maternity and baby$-$related products and services $($e$.$g$.,$ baby registry$)?$