What are the potential pitfalls of real-time marketing? I think one of the key ones which we've seen is trying too hard, so what you could do is overcook it - it could be a simple situation and all you need is a fairly simple rule and away you go and that's enough to steer that intervention, that moment, that customer.

Is it needed? So if you've already got parts of the process that are working very well, then you'll probably want to focus on other areas, and do you need to have any real-time action or intervention, apart from what happens as normal? Then, of course, the key bit is measuring the intent correctly, otherwise you might get the wrong intervention.

And then, in terms of the feasibility, obviously you've seen that in many instances you need to collect the data. In terms of offline, obviously that makes it notoriously harder, and in terms of action, can you deliver the appropriate action? So those are just background considerations.

So where to start? Usually the customers are quite good through their behaviour, and that's a business issue, so knowing the retention issues in a certain area and so forth, and what the urgent stuff is. Assessing the landscape - so, what differences can be together - what we call an opportunity matrix, is look at the real-time moments and what the most important touchpoints and channels are so we can engage with, and what benefit's you expect to deliver by engaging with those channels and touchpoints.