Blurred Lines

Abstract

In the preceding chapters we’ve seen many examples of adaptive marketers using real-time data to develop better products and experiences, enhance customer service, and improve advertising. However, the use of data doesn’t stop there. In fact, real-time data can be used to gain competitive advantage in arguably the most important part of the consumer journey: the actual purchase of a product or service. This chapter explores how adaptive marketers are exploiting real-time data to adapt both online and off-line commerce. In fact, the line between these two is increasingly becoming blurry as shoppers get more sophisticated in their use of data and technology.