« Gender-Based Loyalty: Rich Media, Gender-Based Marketing and MicroTargeting, Part 4 | Main | Eric Mattson's over at MarketingBlurb.com »

Nov17
Defining "Real-Time"
I have read through a thread on Avinash Kaushik's blog several times and finally responded to it today. The theory is that real-time analytics isn't worth the money or horsepower involved and several reasons are given. Let me start by saying that I completely agree, real-time web analytics is, I believe, a tremendous drain on horsepower and time, and without people sufficiently skilled in its interpretation and the ability to modify the site in response to the analysis, why bother?
Where I disagree is in the italics above. The ability to respond in real-time is a requirement for true interaction and to engage in a "conversation" with the visitor. When the analysis required and the response to that analysis can be automated, real-time makes much more sense.
A recent Science article and NextStage's own research over the past 17 years has demonstrated that a) the horsepower both system wise and math wise exists and b) being able to respond to individuals in real-time is not only doable, it is desirable. For what it's worth, we've implemented such a system and have documented its use in several places, most notably in Reading Virtual Minds, V1.
Just an FYI, folks.

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