Ask 10 people how to define real-time analytics and you are likely to hear 10 different answers. Depending on one’s point of view, real-time analytics could, for example, refer to a key component of corporate strategy, a way of delivering custom offers through a Web site or a means of more closely monitoring business performance. On a technical level, it could mean executing an action based on a series of inputs or executing predefined data mining models in real time (for example, determining a customer’s propensity to accept an offer based on their history as well as answers to questions posed in real time by a call center representative).


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