Wednesday, 1 May 2013

How does External Factors Affect Next Best Action (NBA) - Timely Promotions

What is (NOT) the Right Time for Pushing Promotional Messages

We have already had a look at the methods to identify the right time from customer segmentation or from propensity models

However, the real-time delivery of messages is a key in today's world. The customer might be in a different location or might be scanning for important news in his Facebook.

For example, pushing a promotional message during Boston Marathon is an example for NOT pushing promotions.

Business Rules and Next Best Action

The above example is a good one for using a Rules Engine to filter / time the delivery of the messages. There are open source Rules engine like Drools that can be used to create and maintain business rules .

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