Real-time activation is triggering a message, offer, or decision as soon as possible after a customer signal, instead of on a schedule.
Category
CDP Fundamentals
Also known as
real time activation
It is where a CDP becomes operational: the profile updates and the action fires within the same operational window. It is the difference between reacting to behavior and reporting on it.
In practice
Real-time activation depends on real-time data and enforcement at the sending tool. A real-time promise on a batch pipeline is marketing, not architecture.
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