Summary
The real-time buzzword is back. Marketers, vendors, and service providers use this term in a variety of scenarios to describe technologies, analytics, customer service, and processes. The hype around real time has multiple implications for customer intelligence (CI) professionals. Real-time marketing, often touted as a technology solution, is a people- and process-focused effort too. In this report, Forrester outlines how firms should evaluate the need to build an agile and real-time environment using a combination of analytics, technology, and business processes.
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