What is involved in making Next Best Activity (NBA) Programs a
success in terms of Delivering Measurable Improvements in ROI
Alterian White Paper
The logical position that a better overall result is obtained
from communicating to a database of customers by offering each
individual the treatment that is predicted to deliver their best
contribution, as contrasted to finding the customers most likely to
respond to each product offer, is now widely accepted within our
industry. However the number of cases of successful implementation
of this approach is small, and this article is intended to address
the practical issues surrounding operationalizing the concept of
Next Best Activity (NBA).
The reason why NBA is a more desirable objective than best
practice campaign management is that it assumes that ultimately the
scarce resource for any company is the number of customers with
high propensities to buy product at any moment in time, and so by
concentrating on offering each individual from a range of possible
treatments the one that will give the best contribution, the
optimal result is achieved.
Downloads
Making Next
Best Activity Programmes a Success (351KB)