CPR

The Customer Analytics record usually contain descriptive analytics information - What had happened.

 The Customer Predictive record will contain descriptive predictions information - What will happened. 

Next Best Action - contingency marketing

Plan A - First offer

Plan B - Second offer

Plan C - Third offer

Next Best Action in a nutshell

Next Best Action is Communications arbitration.

Communications is alias for "Propositions", "Campaigns", "Experiences" etc

Arbitration is the process of selecting one or more Communications from a library, based on some criteria 

The selected Communications are then presented

That is Next Best Action in a nutshell.

Communications arbitration.

Love is hard work

 Love is life. Love is hard work.

We begin with love in our hearts and search for more to survive.

We need to work hard to defend that love and grow it.

    We work hard to defend against those with hate in their heart.

    We work hard to recognise those with hate in their heart.

Many truths

 A zero sum mindset is hard to shake. 

If you want to understand NBA interactions you'll need to shake it out. 

A segmented approach takes the view that when communicating with a customer there can only be one truth at a time. A customer gets a communication (win) or they don't (loss). They respond positively to a communication (win) or they don't (loss). 

However people are multi-dimensional*. At any given time there are multiple topics they may find interesting.  There can be many truths. 

However at any given moment in time - there will always be the most relevant truth for a person. This is what they should see - at that time. 

The more truths you have to chose from the greater the chance of surfacing that golden truth. In fact multiple truths can be combined to create a Super truth

* Conversely - convincing people that they are one-dimensional and "specialised" makes them easier to handle and manipulate. Limiting their growth and progress. 

Gen AI - More of the same

 Same content as yesterday - but done more efficiently.  

Irrelevant tech

Generic CTO : We use cutting-edge AI to deliver relevant marketing communications

Generic Consumer : I'm still getting Spam - same as before

Cutting-edge AI : 0.5% response rate

Generic CTO : see - 100% improvement!