With a burgeoning stream of online choices available to customers, it is harder than ever to predict how they will make decisions. By the time marketers figure out a way to reach a targeted set of customers, their audience may have new needs and new pricing information. Furthermore, customers are not all moving in synch, and so what motivates one group may turn away another. To secure customer loyalty today, companies must become masters of the new ‘‘nonstop customer’’ experience. They will at times have to analyze the data on their customers’ behavior for new opportunities, and at other times directly influence their customers’ choices.