Delivering Next Best Action with Artificial Intelligence

In marketing analytics, a marketing and sales funnel is the set of steps a visitor goes through before making a purchase. More and more, this customer's journey includes a diverse set of touchpoints, involving both push and pull: The most accurate and reliable way to find the optimal marketing touchpoints for your own funnel is to use machine learning-- clever algorithms that quickly search through your data. These algorithms learn by example, finding common patterns within customers' demographics and touchpoints in order to predict sales. While each customer journey looks different, it can be conceptually represented by the diagram below (Figure 1). The challenge for marketers is to optimize this journey, selecting the touchpoints that bring the customer to a decision to purchase as quickly and smoothly as possible.