Alterian Real-Time CX platform allows marketing and CX decisions to be delivered across all touch points as part of a customer journey based on Real-Time behavioural, contextual and historical data that give a complete picture of the consumer.
Fast Data e.g. data gathered from a web session of a customer and slow data e.g. more traditional data e.g. age, income and previous purchase history from a Customer Relationship Management system is used to drive personalization and contextualization.
Alterian CX uses Rules to drive this process.
Rules can be used in various ways, but we tend see two distinct patterns to Rule design:
Rules to capture or provide information – web pages visited, actions taken in a mobile app or responses captured via a call centre system. These are all examples of Fast Data generated by Alterian CX. This information capture facilitates the evaluation processes of other Rules. This type of Rule could also include loading offline data into Alterian CX to hold against an individual.

Action Request - To request a CX or marketing response for a specific person or individual in response to offline (slow changing demographic, user information) or online (in context Real-Time behavioural) activity. Information capture Rules may well generate the information subsequent Action Request Rules require to help move the customer along their customer journey.