New Delhi, March 20 -- Today's consumers are the 'here, now and my type' generation. They want immediate and personalized interactions with brands.

And the Indian e-retail industry is adding huge numbers of this generation of online shoppers every day. The industry is expected to grow by 25-30% annually, reaching $150-170 billion by 2027.

Indeed, a tall order for brands vying with one another and trying to differentiate their branding through timely, targeted and enhanced customer experiences that are also unique; all possible if their actions are based on real-time data analytics.

Marketing analytics platforms use real-time data to connect with customers at every point of the buying journey. This data is analysed to make more effecti...