Abstract: Apparatus and methods for selecting an offer for presentation to a customer of a bank are provided. The methods may include optimizing historical customer data; selecting an offer based on the historical customer data; and, based at least in part on recent customer data, determining whether to present the offer to the customer. Optimizing the historical data may involve performing batch processing on the historical data. The recent customer data may be updated in real time. Offers may be generated and selected for presentation to the customer based on the historical data, the recent data and rules. One or more offers that are generated may be removed from consideration based on the recent customer data, which may provide real-time information about the customer and/or the customer's needs.