Next-Best-Action Marketing with Algorithms (EN)

Next-Best-Action Marketing with Algorithms (EN)

10:00 - 10:30 | Datastage | Customer Centricity

Next-Best-Action (NBA) is known to be the holy grail in marketing. The drastic growth in data volume through digital marketing, as well as the development of new technologies and algorithms lead us closer to the handle. In the presentation we discuss the data science journey for NBA in the context of B2B from drafting an initial concept to running successfull pilots. First we will introduce the idea and goal of NBA and its implications. Starting out from the concept we describe the stepwise development of a solution. The analytical part will be discussed in detail. We will also touch on the toolstack and the technical challenges arrising from it for the implementation. In the end we will present the pilot results. Finally, success factors and pitfalls experienced throughout the project will be highlighted.

Halvor Garaas, Next Gen Analytics Lead / Global Customer Marketing Engagement, Cisco Systems GmbH
Marcel Weifels, Data Scientist, Alexander Thamm GmbH