next best action

Thought Leadership

Next Best Action versus Multi-Armed Bandit Experimentation

Traditional marketing automation from companies like Salesforce and Oracle, Artificial Intelligence Marketing (AIM) platforms from companies like Adgorithms and Amplero, and Next Best Action (NBA) decisioning from companies like Pega Systems are all trying to solve for the same business challenge: How do marketers leverage the volume and depth of customer data available to truly deliver personalized experiences at scale?

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