Capturing the innumerable actions made online every minute of every day is a big challenge. Buyer expectations are on the rise and the modern consumer expects to have interactions from brands that are personal to them. Bombarding consumers with impersonal content just doesn’t work anymore. Put simply, consumers find this approach disengaging. A result of this is the growing requirement for ‘real-time marketing’, which gives marketers the power to shape one-to-one personalised messages during live website visits or call centre interactions.