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Next Best Action Marketing

The desired outcome of any brand looking to optimize the conversion funnel, next best action marketing (NBA) supplements the decision-making process with data such as customer attributes and behavioral signals to decide on what the ‘best’ next action might be on behalf of the marketer.

How does Next Best Action Marketing work?

Next best action marketing essentially reverses the traditional marketing equation, placing the customer at the center and targeting offers and actions to meet the individual needs of each consumer in the moment. Traditional approaches, on the other hand, focus primarily on the company’s goals, products, or services, developing offers and actions first, and then seeking to identify the right audience for those specific offers or actions.

What are the benefits of Next Best Action Marketing?

Today’s consumers increasingly demand that brands are in tune with their needs, interests, and priorities, and they expect companies to deliver messaging that’s relevant to those needs and interests. See the full article for more details.

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