Now with real-time analytics, it can help marketing teams by providing a tighter feedback loop. Rather than finding out later that a piece of content isn’t working, they can make adjustments within hours, or a couple of days after launching. They can also identify trends a lot earlier, see the success of experiments and keep a finger on the pulse of the customer. If something isn’t working, it can be stopped a lot sooner, saving time and money.
Younger marketers are not as used to this, but analytics never used to be this fast. Analytics from the market, could be every quarter, and for the prior quarter, so it wasn’t as timely. Nor was it as accurate or high fidelity, as what analysts are treated to today.
It is worth mentioning however that real time analytics can leave to over analysis. Or leaping to conclusions, without enough meaningful data. So do keep these in mind, as limitations. And ensure that you do have enough data to make a solid recommendation.