The lack of real time customer insight and the inability to take immediate and automatic action to drive customer engagement is undermining profitability and growth across many consumer businesses. Successful customer engagement strategies for retailers and mobile operators should be built on the fundamental ability to transform customer insight – understanding preferences and propensity - into action in real time, delivering personalised experience of value to individual customers, however they choose to engage with the brand. Whether it’s real time basket analysis or rewarding consumers with personalised offers below the line, Zapa Technology provides retailers and mobile operators with insights and rules-based automatic offers and rewards management, which are based on real time analysis and customer preferences and propensity. In the cloud. As a technology entrepreneur, Zapa's CEO Brendan McDonagh has a track record of bringing transformational propositions to market. Brendan’s previous company Arantech became the market and thought leader in Customer Experience Management (CEM), solutions in Mobile. By 2009 Arantech managed the real time experience of over 400 million customers on behalf of global operators like Vodafone Group, T-Mobile and Telefonica.