Real-time planning: Track the data on the dashboard

Neil Charles

Real-time planning is a tactical rather than strategic tool that, through the analysis of customer behavioural data, enables the short-term refinement of communications strategy.

Real-time planning: Track the data on the dashboard

Neil CharlesMediacom

Real-time planning is a tactical tool that, through analysis of customer behavioural data, enables the short-term refinement of communications strategy, explains Neil Charles of Mediacom.

Real-time planning is one of those marketing terms that has a danger of meaning different things to different people, so I'd like to start off with a brief definition. For me, real-time planning means adapting marketing schedules on the fly, in reaction to new data about how customers behave.

The challenge that this type of adaptable marketing presents is to process new data and...

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