Next Best Action, Is it Time to Make the Move?
- 16 Pages
- 1.74 MB
(Pega Detroit Innovation Day 2017)
For those shops that use Campaign Driven Marketing, your challenge is to determine when to switch to the “Next Best Action” approach. With your current Campaign Driven Marketing, you no doubt have amazing reporting and fine grained micro-segmenting. But therein lies the problem: micro-segments come with complex suppression rules which work against effective reporting. The team reaches a point of diminishing returns when changed/new campaigns no longer bring the expected results. Please join this session for a discussion of our experience moving to Next Best Action and how that has opened up our path to better results.