IBM - Identify and maximize the moments that matter
Real time offers rely on many things, from a fast, reliable data source to web and marketing integration, but the benefits are huge.
Marketing is continuing to evolve as quickly as technology. Since 2012 there has been a shift from individual marketing to dialouge marketing. The more relevant the message you can present to the customer the more your business will grow. The challenge lays in the technological implementation of these processes.
Personalization is the opportunity, but as consumer technology advances the complexity grows with it. You've got to know who they are, what they're doing, and when is the right moment.
It sounds tough but the rewards are huge. In this report there are many interesting benchmarks on how companies that implement such solutions reap the rewards of their hard work.