Think of a busy street, where merchants can observe the flow of shoppers in real time—footsteps, glances, pauses, and the occasional sale. In the physical world, logging every interaction is almost impossible, and trends only become clear after weeks or even months of observation. But online, marketers aren’t waiting that long; they’re reading the story as it develops and using those insights to create personalised, impactful experiences.

A new Ipsos study commissioned by Intuit Mailchimp reveals that “performance-obsessed marketers”—those who achieve significant 16% growth or more across revenue, customer lifetime value, customer/prospect lists, and/or engagement—often do so by using advanced real-time data strategies​.

For these marketers, the right analysis can be a catalyst for creating seamless experiences that drive customer loyalty. So, how are brands using these insights to set trends rather than follow them? Let’s explore how real-time data is transforming campaigns and engagement.

Embracing real-time data for a competitive edge

Brands that engage in real time aren’t just seen as responsive—they’re seen as relevant. Real-time data fuels experiences that feel personal, leading to greater trust and loyalty. According to Mailchimp’s ’The Science of Loyalty’ report, 88% of Australian consumers prefer brands that make them “feel good,” highlighting the importance of authenticity and emotional resonance​​.

Real-time data becomes especially essential in high-stakes moments, during when relevance, empathy, and responsiveness can build trust:

  • During seasonal sales and shopping periods, businesses can track shifts in consumer behaviour and adjust messaging to resonate, drive urgency, or promote key products. This proactive approach can mean the difference between a campaign that breaks through and one that’s overlooked.
  • When unexpected crises, such as supply chain disruptions, occur, engagement data such as customer inquiries or support requests can guide timely adjustments to communications. Something as simple as a quick email update about a delayed shipment can go a long way toward addressing immediate customer needs. These thoughtful, targeted responses not only resolve issues but also strengthen connections.
  • For product launches, an adaptive, insight-driven approach can make a difference. If a new feature draws unexpected interest (whether positive or negative), timely analysis can allow marketers to pivot quickly and focus on high-demand areas. By continuously monitoring and optimising campaigns, they can achieve better effectiveness and ROI, avoiding wasted budget or attention.

Leading with insight to meet customers where they are

Today’s consumers expect businesses to understand them on a highly individual level. Using real-time data to predict consumer needs allows brands to create memorable interactions.

Marketers can use instant insights to:

  • Segment audiences with precision for a hyper-personalised approach. Real-time segmentation allows for a level of accuracy that static data can’t match. Knowing which audiences engage with content can allow marketers to quickly create more precise segments and ensure messages are delivered to the right people at the right time, boosting engagements and loyalty.
  • Test hypotheses and validate tactics instantly. Real-time data makes A/B and multivariate testing much more dynamic. By seeing what resonates in the moment, brands gain immediate insights to pivot on current campaigns and even shape future activities. This agility is especially valuable in a world where consumer preferences shift overnight.

Using AI to unlock scalable and personalised marketing

When it comes to leveraging real-time data, artificial intelligence can often be the key to scalability. By automating complex processes like segmentation and learning from each interaction, AI enables a cycle of constant refinement that allows brands to maintain personalised interactions as audiences grow.

AI-driven insights let marketers focus on strategy while continuously refining their individual interactions in the background. For example, if a customer often engages with certain content, AI can suggest tailored offers to boost conversion. This approach saves time and enhances relevance, helping brands build stronger connections with each interaction.

Marketers using real-time data for timely, relevant experiences see higher customer lifetime value, according to the Ipsos report. By addressing customer needs at every stage, from awareness to post-purchase, companies create connections that are both relevant and valued to the customer. It goes beyond improving immediate engagement; the impact can help businesses build trust and foster lasting loyalty, too.

Anthony Capano is regional director for Australia and New Zealand at Intuit Mailchimp.