3.1.5. Decision making Marketers use Web-related data in making decisions about engaging and serving consumers with respect to their online behaviors. Decisions are not necessarily made in real time from a consumer perspective, as some ‘more than immediate’ amount of time may pass between the recognition of a consumer problem and the provision of a provider solution. On the other hand, IoT machines are constantly monitoring the environment through sensors and dynamically making decisions and associated changes in real time given these environmental conditions and consumer or other stakeholder preferences. For example, smart pills–—that is, pills that include microchips which communicate with other devices and thereby a consumer, physician, or some other stakeholder–—can provide information about their journey and employment through a consumer’s body. This real-time monitoring and communication could yield, if warranted, dynamic changes in treatment or action toward a consumer who ingests a smart pill.