What does NBA mean in MARKETING

NBA stands for Next Best Action, which is a decision-making approach used in marketing automation.

The NBA approach uses analytical models powered by customer intelligence data to identify an individual or group's next best action. By leveraging customer data such as purchase history, demographics and behaviors, marketers can predict their customers' future needs and actions in order to determine what the most effective message or action should be for each customer.

The major benefit of using NBA is improved customer experience through more personalized conversations and offerings. Additionally, it helps reduce operational costs by removing redundant manual work that was required with traditional marketing processes.

With the NBA approach, decisions can be made related to when and how to reach out to customers (e.g., through email, SMS), what kind of content should be sent (e.g., offers, product recommendations), who should receive content (e.g., segmentation based on past purchases), and how often content should be sent out (e.g., frequency capping).

Other technologies related to Next Best Action include predictive analytics, machine learning, artificial intelligence and real-time decisioning systems. These technologies help power the models used in understanding customers' preferences and predicting their future actions so that marketers can deliver more targeted campaigns that improve conversion rates and ROI from marketing efforts.