Next-best-action marketing (also known as best next action or next best activity ), as a special case of next-best-action decision-making, is a customer-centric marketing paradigm that considers the different actions that can be taken for a specific customer and decides on the ‘best’ one. [1] The Next Best Action (an offer, proposal, service, etc.) is determined by the customer’s interests and needs on the one hand, and the marketing organization’s business objectives, policies on the other. This is in sharp contrast to traditional marketing approaches that first create a proposal for a product and then attempt to find and qualify for that proposition. This practice,direct marketing , is often product-centric, and usually… Read More