← Back to the glossary
Activation and orchestration
NBA
Next Best Action
Next Best Action is a decisioning pattern that compares eligible actions and selects the most appropriate one for a person and context.
- When it applies
- It applies when several offers, messages, or treatments compete for the same contact and independent campaigns are no longer enough.
- What it is confused with
- It is not a campaign or an isolated prediction. It needs candidates, eligibility, priority, constraints, and a way to incorporate outcomes.
- Architecture consequence
- The design should define who owns each rule, which context arrives in time, and how conflicts between commercial and customer objectives are resolved.