Advanced next best offer marketing using predictive analytics

Justin Croft

Applied Marketing Analytics: The Peer-Reviewed Journal, 2015, vol. 1, issue 4, 363-376

Abstract: Next best offer (NBO) marketing, also known as next best action, prescribes the marketing message with the highest likelihood of success and delivers that next best message within an integrated, measurable marketing environment. This paper proposes a framework for marketers to use in building and launching a successful NBO solution within their own organisation. Topics addressed include ideal analytics team structure, key stakeholder alignment issues, marketing offer types, the predictive analytics technical platform and the importance of multi-channel integrations within a customer experience.

Keywords: next best offer; predictive analytics; model; multi-channel (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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