The Next Best Channel model leverages the past web engagement behavior to predict the next best channel to maximize the chance of a successful engagement. The model predicts the first and second best channel to engage the customer.
Identify the channels that customers are likely to engage with next, and tailor the marketing at the individual level accordingly. This helps avoid marketing fatigue for customers. In addition, marketers can prioritize quality over quantity.
Allocate the marketing budget efficiently by leveraging individual next channel predictions.
Analyze the channels that act as the driving force behind a conversion, and build campaigns based on that analysis. For example, customers might land on Google, check their email, and make a purchase. In this case, email is the first best channel and Google is the second best channel.
The Next Best Channel model predicts the behavior of all buyers with identified (non-anonymous) web engagement behaviour in the last 365 days. The model does not include anonymous users (not tracked in the CDP) and non-buyers.
For each contact, the model:
Sample dataset:
Individual | Channel | Timestamp |
---|---|---|
John | 1 | |
John | 2 | |
John | Purchase | 3 |
Nina | 1 | |
Nina | Purchase | 2 |
Sample output:
Individual | Next best channel | Second next best channel |
---|---|---|
John | ||
Nina | N/A |
CDP displays the output from the Next Best Channel model in:
To learn more about how the Next Best Channel model can enhance your marketing workflow, contact us.