NBAM: Next-Best-Action Marketing (6.3)
This course teaches business users how to build marketing programs with the Next-Best-Action Marketing solution. During the course, students will build a simple one-off and a recurring marketing program for outbound marketing activities. Following an introduction to the basic concepts and tools that will be used, students will be briefed on the business context for each program and then they will build, run and test each of the programs step-by-step.
Students will also learn how to use Intelligent Segmentation in which predictive analytics is leveraged to create customer segments that target only customers with a high likelihood of interest in an offer. Lastly, this course demonstrates how to build event-driven marketing programs that are triggered by events that occur in systems outside of Next- Best-Action Marketing.