“Real-time marketing” is the all-time big tech buzzword reverberating throughout meeting rooms worldwide. What probably comes to mind is Oreo’s timely ad during Super Bowl XLVII or the dozens of brands that tried to jump on the real-time train during The Oscars.
However, this narrow definition is a far cry from the relevance and timeliness that real-time marketing is all about. To be successful, the first step is to understand what real-time marketing actually is: systematically responding....