But, they need to be given control by their clients to react in real-time. My feeling is that the marketer should react in real-time to the customer. So, if you have a telephone chain of doing that, you're too slow for the Internet. If an event occurs Sunday p.m. at home, I want to go online and communicate right then with customers. Another outdated concept is segmentation for promotional purposes.
Segments decay rapidly, because the consumer migrates from one to another.
A great customer becomes dormant, perhaps because she moved or got divorced, or experienced any of a host of life events that change people's status. We're moving to real-time scoring and offer optimization, and I don't believe in segments anymore for online interaction. My days are really not that glamorous. I'll do about four miles. If not, about two.