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Rebecca Lieb on “Real-Time Marketing: The Agility to Leverage ‘Now’,” at 2014 Dallas Digital Summit on December 9-10, 2014

Altimeter Group
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Description: Digital channels are ‘on’ 24/7, a fact that’s as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relevant. All marketing organizations must now consider to what degree they will function in real time. New research from Altimeter Group’s Analyst Rebecca Lieb defines real time marketing (RTM), identifies the six RTM business scenarios, addresses the benefits, executional challenges and best practices of RTM and outlines how companies can move into real time readiness.