Myth: Personalization has to be real-time to matter

Myth: Personalization has to be real-time to matter

Vendors sell millisecond decisioning as table stakes. The correction: for most lifecycle and email use cases, a batch refresh every few hours lifts revenue identically and costs a fraction.

— A teardown comparing real-time vs. batch on the same campaign — near-identical lift.
— A piece on batch vs. streaming activation and when streaming actually earns its bill.
— A thread on the latency budgets that genuinely need sub-second (cart, on-site search) vs. those that don't.
— A cost model showing the streaming premium per personalized message.

Skip if your use case is live on-site. Essential if you're about to pay 4x for speed nobody will feel.

That's the stack for this week. Forward to a teammate.