The ability to measure and adapt to real time data has a significant impact on revenue and profits.

MIT researchers surveyed 411 global companies across 2022-2025 to understand how "real-time-ness" (the ability to make decisions and act immediately on current data) impacts performance.

What they found

Top-quartile real-time businesses achieved 20.6% higher revenue growth and 18.8% higher net profit margins than competitors.

Examples

• United Airlines built a Connection Saver tool using ML to track 4,700 flights which automatically holds flights to help passengers make connections. A decision that once required a large team now happens instantly. Messages are crafted using generative AI to proactively let users know about any delays.

• Ikea's AI-powered drones conduct continuous inventory checks, while algorithms optimize fulfillment in real time, cutting delivery from four weeks to two days

• Vanguardused time data streaming to identify investors unintentionally sitting on cash in rollover IRAs. Proactive nudges based on this insight led over 100,000 investors to take action, resulting in $6.2 billion invested out of cash.

This isn’t relevant for all kinds of products but for product teams who operate in industries susceptible to real-time data, it could be worth exploring as a potential revenue driver.

Full paper here: sloanreview.mit.edu/art…