Brief: Demystifying Real-Time Interaction Management

Customer obsession requires marketers to rethink campaigns and instead deliver self-perpetuating cycles of insight-driven interactions. We believe that firms will assemble contextual marketing engines to realize this vision. These engines will leverage real-time interaction management (RTIM) to align inbound channels with outbound marketing and optimize customer interactions for maximum return on marketing investment. What makes RTIM different? It is far more than just effective decision management, robust content personalization, or precise offer recommendations; it is a system of engagement that helps marketers activate contextual experiences. But RTIM requires the evolution of marketing technologies as well as collaborative business processes. This brief will help customer insights (CI) pros understand the core components of RTIM and why it is critical to the contextual marketing vision.