Next best action marketing is a tactic that has been around for a while, but few marketers have been able to fully take part in this powerful marketing strategy – especially in financial services, where customer data is abundant but hard to act on for marketing use. It’s a concept that the whole organization needs to align on because it impacts the entire customer experience. With next best action marketing, each customer becomes a “segment of one” versus a “segment of many,” improving marketing action precision and relevancy.
To implement next best action marketing, you need to have the right technology in place. It should be able to give you a complete understanding of each and every customer, and also be able to decide on – and recommend – the right actions to take, at the right time, based on the complete and actionable view of each individual customer.
James Taylor, CEO of Decision Management Solutions, and Steven Noels, CTO and Co-Founder of NGDATA, delve into next best action marketing, how you can use it to empower the customer experience, and the right technologies to get you there.
Key takeaways include:
- Key concepts of next best action marketing
- The importance of understanding your customers in an omni-channel environment
- How to get your organization aligned around the strategy
- How to get on the road to success with the right technology in place
James Taylor, CEO,
Decision Management Solutions
James is a leading expert in decision management and in the development of Decision Management Systems. He’s experienced working with business rules, predictive analytics and other decisioning technologies to improve operational systems.
Steven Noels, CTO, NGDATA
Steven is CTO and manages technology strategy for NGDATA. He has over 15 years of product management experience, delivering solutions in data reporting applications, content management and publishing systems, and large-scale legal databases.