Part 12: Next Best Action
This new series focuses on how Machine Learning, Natural Language Processing, and Robotic Process Automation are changing the face of business. Each post contain a specific use case, the business value derived, and the technology synopsis to achieve the outcome.
Next Best Action (NBA) means utilizing technology to get to your customer with the right message on the right channel at the right time. NBA enables highly targeted marketing, increases ROI on marketing spend, and creates a more meaningful dialogue with the customer. It requires tracking every interaction with your customer and predicting future behavior based on their behavior.
Machine Learning models can be built, for example, in SAS using SAS Enterprise Miner, to enable marketing orchestration through any marketing and workflow management application. This means integrating all systems that interface with customers and allowing that aggregation of data to be analyzed through sophisticated predictive modeling techniques.