Scheduling a given event, in one aspect, may include obtaining a set of one or more business rules, obtaining analytics, and obtaining an event specification. The event specification may include at least one content specification and two or more transmission modes. The event may be scheduled based on the event specification, the analytics and the business rules. The scheduling may be indicated by a tuple comprising event content, one or more communication modes selected from the two or more transmission modes, and timing of the scheduled event.