Whether it’s personalised ads, live social media engagement, or near-instant customer support, consumers expect more than ever, faster than ever.

As real-time engagement becomes more of an expectation than a hope, the rules of marketing are being rewritten - and businesses are feeling the pressure. Brands that can’t keep up risk getting left in the dust by quicker, more responsive competitors, forcing business leaders to make faster decisions.

According to Confluent’s Quick Thinking report, almost nine in ten (86%) of C-level executives feel the pressure to make decisions faster than ever; over half (54%) admit they often feel rushed into those decisions. Marketers are in the same boat, needing to adapt on the fly to stay ahead in today’s cutthroat market.

So, here’s the big question: how can businesses — and marketers especially — make quick moves without compromising on quality?

Turning back to gut feel

We were promised that ‘big data’ would deliver real-time insights, helping marketers make smarter, quicker decisions. But by the time many companies receive their data, it’s already out of date - and the older that data is, the less value it can bring.

According to the Quick Thinking report, 52% of business leaders say their data is out of date when it arrives, and 51% don’t have access to real-time insights. In other words, more than half of UK businesses surveyed are making decisions based on out-of-date data!

For marketers, this means missed opportunities for campaign adjustments or quick pivots. For the leaders providing a framework for them, they’re more dependent than ever on what you might call gut instinct, with 58% relying on intuition for major decisions; 61% admit to making snap calls without checking the numbers.

While instinct and experience are important leadership qualities, and reliable in more predictable times, the world is simply moving too quickly for them to be sufficient on their own. Decisions need context, and context needs justification - which, in the modern business world, means real-time data.

Why marketers are turning to data streaming

As a result, more and more businesses are turning to the systems that can deliver data in real-time, no matter where it enters or resides within the business.

Unlike traditional methods where you process large chunks of data later, data streaming lets you see the action in real-time, so you can make decisions on the spot. Rather than waiting for huge cuts of data to be processed and examined, each data point can be identified as relevant within milliseconds, and factored into the decision-making process as needed.

With business decisions having to be made more quickly and businesses having greater control over data across their organisation, the ripple effect is astonishing. For marketers suddenly able to react to customer behaviour in real-time and refine messaging based on what’s happening right now, this is hugely empowering. On the logistics side of things, an entirely transparent supply chain and inventory can enable huge savings. It’s about shifting from being reactive to proactive, always making decisions based on the latest data.

A great example of this is Michelin. The company used real-time data streaming to overhaul its global inventory management system, cutting operational costs by 35% while improving scalability and resilience. With real-time data flowing through their entire supply chain, Michelin’s leaders were able to get an up-to-the-minute view of operations. This allowed them to innovate, and respond to business demands faster.

The key takeaway? Real-time data allowed them to make smarter decisions — quickly.

Speeding up decisions in marketing

With consumer expectations rising and the pace of business getting faster, CEOs and marketers need to stay ahead. Keeping up with today’s fast paced market is tough.

Real-time data is at the heart of efforts to keep pace. But it’s not just about adding a new tool or system; it’s about bringing marketing and IT together to make sure real-time insights are part of every aspect of the business — from customer service to marketing campaigns.

Once this data streaming infrastructure is in place, businesses that use real-time data have a major advantage. With data streaming, they can make quick, informed decisions, spark new ideas, and stay one step ahead of customer demands. Companies can react quickly, innovate faster, and respond to customer needs without missing a beat.

The companies that get this right aren’t just surviving – they’re thriving. They’re meeting customer expectations, staying flexible, and outsmarting the competition. Real-time data lets marketers stay agile, keep their strategies sharp, and make decisions that drive real impact. In a world that never stops moving, having that kind of speed is a game-changer.