Personalization Glossary

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.

For example, will the customer receive a notification once on-site with a coupon code for 15% off their entire order or a free shipping threshold message for orders over $75?

Not just a philosophy, new approaches to NBA, made possible by machine learning algorithms, use robust datasets from across the customer journey to continually identify next best steps in order to deliver personalized experiences at scale. In a constantly evolving consumer landscape with changing behaviors and expectations, NBA ingests and activates the most up-to-date information on a target audience for precision and relevancy.

Additional use cases include things like email send time and product recommendations optimization.

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