Creating real-time responses to customer actions is still a relatively new practice. It requires an understanding of how real-time marketing works, investment in the proper tools and technology, and ideally, integration of the marketing program across all channels. Analytics overall are a big part of where the real-time marketing process begins, as companies seek to understand their customers and drive marketing activities based on the information they've collected. Segmentation was the most common statistical and predictive technique used to understand and drive customer activity, at 65% of leaders and 49% of the other respondents. The key to real-time marketing is to then use data and analysis to deliver real-time messaging through automated technology, which can rapidly respond to customer actions by pushing out ads, marketing collateral and other content to the appropriate channels. Leaders and nonleaders most often used automation for online display formats. Get the full story at eMarketer