Best practice is to make this more usable by flagging summaries such as “three visits in the past seven days” and making them available for segmentation and event-triggered marketing. near real-time updates: fast access to information about lead behaviors allows quick response, particularly in the form of event-triggered messages. new channels (search, Web ads, mobile, social): these new channels are often more efficient than traditional channels, and many have other benefits such as being easier to measure. But I digress. Step 1: Gather Data. Infrastructure.