What are two types that real time interaction management helps marketers to personalize the customer

Real-Time Interaction Management (RTIM) systems like Marketing Cloud Personalization are designed to process customer data instantly to determine the best course of action. This involves two key functions: deciding the "Next Best Action" (or offer/experience) for an individual based on their current context and historical data, and "Orchestration," which is the coordination of these personalized experiences consistently across all channels (web, mobile, email) to create a seamless customer journey. Data aggregation and storage are foundational prerequisites for RTIM, not the personalization types it delivers.

A. Data Aggregation: This is a necessary input for RTIM to function, not a type of personalization outcome that it provides to the customer.

B. Data Storage: This is a foundational capability required to hold the data that RTIM uses, not a method of personalization itself.

1. Salesforce Help, Marketing Cloud Personalization, Einstein Recipes. "Einstein Recipes select the best, most relevant content or product for each visitor. The recommendation is the next best action for the user."

2. Salesforce Help, Marketing Cloud Personalization, About Marketing Cloud Personalization. "Personalization captures data from different sources in real time, synthesizes it to understand each customer’s or visitor’s in-the-moment intent, and acts on it to determine the right experience or journey orchestration for that individual."