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The Importance of Real-time Marketing Capabilities Customers and markets change all the time, yet Diageo still controls a significant portion of spirit sales. Diageo does so by building genuinely sustainable marketing capabilities using real-time customer conversation data and analytics to ensure its money is being spent in the best way possible. Tito's Vodka became a dominant player in the beverage industry by relying on its marketing capabilities, focusing on word-of- mouth, emotional connection, and social media engagement in real-time with its customers. By adopting a fresh approach to products, commerce, and the customer journey, Arteza, an Inc. 5000 company, relies on its real-time marketing capabilities to sell art supplies through its website while providing content for art enthusiasts high- quality purchase experiences. Similarly, Impossible Foods Inc. attributes its success primarily to its real-time superior marketing capabilities to build followership among millennials. As these examples illustrate, marketing capabilities, the competencies of a company's superiority in identifying customers' needs and understanding the factors that influence consumer choice behavior can help organizations build sustainable competitive advantage. Traditionally, marketers rely on archival data and survey data to gauge consumer needs and wants, and their preference changes. Unfortunately, such data typically lags the actual marketing practice by months and years. Marketers find themselves working off yesterday's data to the dynamics of a marketplace. As digital environments and the attendant marketing actions are increasingly dynamic, looking backward several months or years may not be very relevant to what marketers are doing today. It doesn't matter how good the yesterdays' information was if the information fails to give firms a useful window into tomorrow's world. Real-time marketing involves creating real-time interactions and engagements with consumers. The idea behind real-time marketing is to increase relevancy for consumers by providing contents and offerings that fit with the context of what is going on in the lives of consumers. Real-time customer conversations on social media explicitly or implicitly reflect how customers think, feel, and talk about their needs and wants subjectively or objectively. Real-time customer conversations also reflect how customers think and feel about features of products and services firms offered, the quality or capability of the products and services, the connections they have with the products and services, and how the quality and capacity of products affect their lives, their emotions, and moods. Real-time marketing from customer conversation plays an increasingly important role in enabling marketing capabilities and marketing actions. For example, real-time customer conversations in social media influence investors' decisions on holding a firm's stocks and how customers make purchasing decisions. Based on real-time customer conversations, marketing capabilities can make a difference in earning or losing millions of dollars for an organization. Misalignment of Data and Customer Insights in Data-rich Environment In the data-rich environment, firms can deploy big massive data for market insights and success. Big data is the fundamental consequence of the marketing landscape in the artificial intelligence and machine learning age, born from the digital world we now live in. However, the abundance of data can also mistakenly lead firms to focus on leveraging "big data" for minor problems and sometimes even neglect data. Research suggests that misuse of big data can impair revenues and can be deteriorating for correct decision-making. Having a lot of data doesn't necessarily improve marketing and decision-making. Data source errors, misunderstanding of data, and analytics processes may introduce new errors or be less exact than intended. To say even more, while big data mining projects can be a formidable weapon to overpower competition, incorrect results of such endeavors can be devastating for the business. Big data is essential only to the extent that the insights and actions derived from big data accurately reflect reality can be projected into the future. The term big data does not simply refer to the data itself. More importantly, it refers to the challenges, capabilities, and competencies associated with collecting, storing, sorting, and analyzing such huge data sets to support a more accurate and timely decision-making level than anything previously attempted making sense of big-data for decision making. With the black-box machine learning approach continuing to advance for data collection and data analytics, making sense of data for customer and market insights will be a pressing issue. For example, advertising data leads managers to focus more on managing advertising than on solving consumer problems, which often are the sources of customer insights and the purpose of a corporation. This raises the question of how marketers can wrestle massive data flows into insights relevant for effective growth strategies, turning data into market and customer insights and drivers of long-term growth. To capitalize on the opportunity with real-time customer conversations, companies must have the insights and ability to take action in a way that is relevant to their customers. Premised on Drucker's insights that the valid definition of the business purpose is to create customers and fulfill the needs of customers, we suggest that data leverage must relate to customers in real-time. Our research indicates that companies can always look into real-time online consumer conversations such as user-generated content on their products and services in a variety of publicly available social media sites to build marketing capabilities for superior performance. For example, online customer comments reflect customer mindsets and behavioral intentions. Customer conversations, including customer comments, insights derived from customer conversations, and actions taken, are indispensable for building sustainable marketing capabilities for growth and revenue. The Benefits of Real-time Marketing Capabilities Building marketing capabilities based on real-time customer conversations pay off for companies handsomely. For example, timely monitoring and the consequent agile customer service can have an especially strong payoff for firms. It not only engenders loyalty for the focal customer but can also increase the likelihood of eliciting additional positive conversations about the firm and its offerings, resulting in a virtuous cycle for resolving uncertainty for future customers and positively differentiating the focal firm from the rest of the competition. Based on real-time customer conversations, marketing capabilities allow companies to embed customized offerings in "decentralized 'intelligence' capable of anticipating or reacting to customer overt and hidden needs with minimal response time latency. Similarly, firms with substantial marketing capabilities based on real-time customer intelligence can proactively adjust their inventories and service terms promptly in the presence of customer conversations (negative or positive), increasing the match between firm inventory and customer orders. The preference of customer needs and wants changes always manifests in real-time consumer conversations. The spontaneous nature of the moments that drive real-time customer engagement can make it challenging to anticipate fully. However, if marketers know their target audience, what they are interested in, and what is going on in their world, it can help marketers consider potential scenarios and responses. Using real- time customer conversations, companies can satisfy individual customers' different and evolving needs and preferences when they emerge (i.e., in specific actor/time/space contexts). For example, companies can spot customer needs changes from customer conversations in the evolution of customer mindsets and behaviors before the competition and adjusting the marketing strategies of existing offerings or developing new offerings as critical opportunities for growth. Online customer conversations are updated continuously, allowing firms to keep a finger on the pulse of what's going on and enabling firms to sense changes in marketplaces and consumer preferences agilely, create compelling and engaging experiences for each customer. Customer conversations could also be "harbingers" that send early warning signals about what is to come, alerts firms when the rules of the game are changing, and act accordingly. Real-time marketing capabilities enable marketers to engage with their customers one- on-one, at scale, to build meaningful relationships, and grow business. Real-time marketing capabilities focus on connecting with customers during crucial moments when the engagements will be most fruitful. Real-time marketing capabilities allow marketers to interact with customers and make a pitch at the exact time when customers need them most, getting the attention of customers at the right time and making the right offers, resulting in increased sales. Companies can always derive customer insights from customer conversations to gauge customer reactions to their offerings and services directly. Customers nowadays want their individual needs to be accurately understood and swiftly met. Real-time marketing capability is a sonhisticated want to build customer lovaltwand create revenue lift and it starts turith