Suppose you’re a cable company planning for an upcoming major sporting event. Because of the popularity of the game, corporate leaders identify this as an opportunity to sell premium cable packages to consumers. The company needs to get a message in front of customers quickly. The marketing/advertising campaign has to be planned, developed and launched in a matter of days. At many companies, this near real-time deployment can involve multiple hurdles. A typical marketing organization would need to halt many current activities, assign people, get a concept approved and line up resources to do the work. Start-up and infrastructure costs have to be considered. In short, by the time the campaign is ready, the moment of opportunity may have passed.