In the current digital landscape, businesses are increasingly integrating data analysis directly into their services, allowing for real-time insights that can significantly influence user experiences. Technologies such as ride-hailing applications estimate fares and arrival times almost instantaneously, while financial platforms offer real-time cash-flow assessments. This shift highlights a growing expectation among consumers for data-driven services that reflect current conditions.
A study conducted by the MIT Center for Information Systems Research (CISR) and Insight Partners found a strong correlation between a company’s real-time data capabilities and its financial growth. Companies that ranked in the top quartile for real-time operations experienced 50% greater revenue growth and improved net margins compared to those in the bottom quartile. These successful companies emphasize automated processes and prompt decision-making across all levels, relying on readily available, continuously updated data.
Kishore Gopalakrishna, CEO of real-time data analytics provider StarTree, suggests that companies that delay accessing data may face significant disadvantages. He notes that the importance of real-time analytics lies in promptly capitalizing on valuable data, as waiting hours or even a day could render the information ineffective.
This trend raises questions about the long-term sustainability of companies that do not adapt to real-time analytics and how consumer expectations will continue to evolve in response to technology advancements.
Source: https://www.technologyreview.com/2025/09/04/1122669/transforming-cx-with-embedded-real-time-analytics/