Abstract: An event service is configured to create groups of computing device users proactively and intelligently based on analyses of user data sets of group members that describe location, availability, social graphs, and interests. The event service is further configured to identify events and activities by analyzing data acquired from web-based and external resources such as third-party databases and large data sets, and obtain marketing information including discounts, coupons, and other promotions that are pertinent to a given event. Utilizing the user data sets from the combined group, the event service can make suggestions for group activities at suitable times and location to enable the members to discover and participate in activities with other members of the group that are relevant and interesting while taking advantage of available promotions.