Next Best Action Accelerator
Create opportunities to improve customer engagement with the TIBCO Next Best Action Accelerator. Define target audiences using a web interface based on TIBCO Spotfire and then link those audiences to offers issued to customers who complete qualifying activities to encourage loyalty and increase sales.
TIBCO Spotfire® TIBCO® Streaming TIBCO® Data Virtualization
TIBCO Data Virtualization Server (optional)
TIBCO Enterprise Message Service Server
TIBCO Spotfire Analyst
TIBCO Spotfire Server
TIBCO Streaming Artifact Management Server
TIBCO Component Exchange License
The Next Best Action Accelerator is a platform that allows marketers to improve customer engagement using detailed audience selection rules. Audiences are created using a Spotfire analysis embedded in a custom web page, which converts filters into a Streaming decision table. This allows targetting customers based on what they do and who they are. Offers are defined and linked to these audiences. When the customer takes an action, an event is generated in real-time. This may be a purchase, or entering a store, or other kinds of marketing-defined events. The customer and event are evaluated against the audience selection rules, then they qualify for one or more offers. Next best action rules will then apply to target the customer with the best offer for them individually, based on propensity-based data science models and business rules. Once the offer is issued, if a customer then completes a qualifying context, they are then awarded the action for the offer. This may be points, discounts, or other marketing-defined benefits.
The list of Supported Versions represents the TIBCO product versions that were used to build the currently released version of this accelerator. We expect newer versions of the TIBCO products will also work. Please see the wiki page for the accelerator for possible further details around product versions.
Accelerators are provided as fast start templates and design pattern examples and are supported as delivered. Please join the Community to discuss the use and implementation of the Next Best Action Accelerator.
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Next Best Action Accelerator
The Next Best Action Accelerator provides a reference architecture and code assets for building an event-driven marketing platform for customer engagement. It is configuration-driven through a custom web interface based on TIBCO Spotfire which allows marketing personnel to define target audiences and offers for customer engagement.
Event-driven marketing is based on capturing customer events and then determining audience membership in real-time. Linked offers are then issued to customers who can then take some action to receive the benefits of those offers. Various types of real-time events can be handled, such as purchases, entering a store, or completing a qualifying context for an offer. The event then triggers an audience selection based on who the customer is and what they have done in the past. This may include the use of data science models for segmentation and/or propensity. A customer may match several audiences, which in turn may match several offers. A series of best action rules then apply to ensure the optimal offer for the customer is selected and issued. Again, this may involve the use of data science propensity models, as well as business rules.
Benefits and Business Value
The accelerator provides immersive visual analytics and machine learning to magnify the power of the marketer resulting in dramatically improved effectiveness of customer interactions.
The accelerator demonstrates several scenarios for event-driven marketing along with some sample audience and offer configurations.
The first scenario demonstrates order processing with offers being generated in response to customer purchase events. Audiences are identified and offers made to customers based on rules and model-driven propensity analysis. Customers then complete qualifying contexts to receive awards like points and discount coupons.
The second scenario shows how location events and geofences can be used to detect when customers are within certain defined areas, or within a specified radius of store. Offers are generated based on location and customer attributes.
|TIBCO Data Virtualization Server (optional)||8.2.0|
|TIBCO Enterprise Message Service||8.5.1|
|TIBCO Spotfire Analyst||10.9.0|
|TIBCO Spotfire Server||10.9.0|
|TIBCO Streaming Artifact Management Server||1.5.0|