IBMRD's Journal of Management & Research

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Next Best Action (NBA) is the new buzz word coined in new age Marketing of products and services. The researcher has carried out literature review with aim to understand the implications of NBA. Few cases of implementation were studied to understand the focus of implementation and benefits realized. NBA as a technology helps the organizations to reap the long-term benefits of customer retention, study patterns and provide customer with what they need.

Keywords

New Best Action, Best Next Action, Next Best Activity, Data Science
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