What is Next Best Action Marketing (NBA)?

NBA is a marketing approach that helps marketers understand what customers are doing and use data about their behaviour to make a decision on how best to interact with the next.

As an example will the customer receive a notification once they’ve reached their destination and have time to go through the online order with a coupon code for 10% off their order or a free shipping threshold message if they are ordering over $100?

Machine learning algorithms empower new approaches to NBA, which use robust datasets from across the customer journey for the next best steps in order to deliver personalized experiences at scale.

The NBA’s constantly evolving consumer landscape, changing behaviours, and expectations require that it ingests up-to-date information to activate precision and relevancy.