The Marketing Leader’s Guide to Real-time Personalization
Personalization used to be a competitive edge. Today, it’s the cost of entry. In fact, 83% of American consumers say personalized recommendations and offers matter - and more than half already expect those experiences to happen in real time.
As the pace of customer intent accelerates, static segmentation and slow activation aren’t enough. Real-time personalization (RTP) is quickly becoming the deciding factor between brands that earn loyalty… and brands that lose it.
This guide shows marketing leaders how to move beyond traditional personalization to deliver dynamic, real-time experiences across every customer touchpoint.
What’s inside the guide
This actionable playbook chock full of practical use cases walks through how to approach RTP strategically and sustainably. You’ll learn:
The five stages of RTP maturity and high impact use cases: From owned channels to media optimization, customer service, operations, and omnichannel context - discover the evolution of real-time experiences and where to focus first.
Why identity resolution is your make-or-break foundation: Without a unified, real-time profile, even the best tools cannot personalize effectively. Learn why fixing identity is step zero.
How to set ambitious yet achievable RTP goals: You don’t need infinite variations to create meaningful customer moments. By honing rich, value-based segments, brands can deliver personalization that feels individual while ensuring the strategy can grow with the business.
Practical steps to get started: From capturing real-time signals to activating them across your engagement layer, this guide provides clear next steps for launching (and accelerating) your RTP strategy.