How Next Best Action transforms Marketing

NBA in marketing

To each their own cocktail You know that great feeling when you walk into a bar and the bartender already knows what cocktail you’re going to have?  Or even better, he automatically prepares it for you the instant you walk in? Maybe he even manages to offer you a new variant of your favourite cocktail, […]

What is Next Best Action?

What is Next Best Action

In the digital and so-called omnichannel era, proposing a customer journey to maximise customer engagement is a challenge for marketers.  Today, the solution lies in Next Best Action (NBA). The concept is simple: for each interaction with a customer, different ways of responding are evaluated. These ways are the possible next actions. The challenge is […]