You’ve probably heard the term “next best action.” But you might still wonder, How do I employ it and how do I best put it to work for my brand?
Next best action (NBA), also known as next-gen engagement, refers to marketing models that use predictive analytics and machine learning to recommend, in real time, actions that are likely to be taken by a customer based on the customer’s profile, previous actions and needs. Among all possible potential actions, NBA is that which most benefits the consumer, delivering to them what they need and desire, and providing to the brand access to the best customers in real time.
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