History
The Next Best Action paradigm is not new nor is it only applicable in marketing. A similar concept was suggested by John Boyd of the United States Airforce (OODA Loop). In a military context it describes thinking on the fly with distributed, local decision-making versus planned campaigns and objectives. In marketing it has only recently been possible to make decisions fast enough on an enterprise scale to build a ‘mini-business case’ in real-time, considering many courses of action before deciding on the best one.
From a business perspective, the rise of the next-best-action paradigm has in part been triggered by an increasing emphasis on inbound marketing. Organizations have found that volume in the inbound channels (web, call center, ATM, branch, etc.) is increasing in recent years, while outbound channels (direct mail, cold calling, etc.) are increasingly challenged. The reason for this is threefold: 1) customers have become less tolerant of receiving outbound marketing solicitations; 2) new regulations limit spam or spam-like activities, telemarketing calls and direct mail; and 3) customers are increasingly Internet savvy.
Read more about this topic: Next-best-action Marketing
Famous quotes containing the word history:
“The only thing worse than a liar is a liar that’s also a hypocrite!
There are only two great currents in the history of mankind: the baseness which makes conservatives and the envy which makes revolutionaries.”
—Edmond De Goncourt (1822–1896)
“Don’t you realize that this is a new empire? Why, folks, there’s never been anything like this since creation. Creation, huh, that took six days, this was done in one. History made in an hour. Why it’s a miracle out of the Old Testament!”
—Howard Estabrook (1884–1978)
“It may be well to remember that the highest level of moral aspiration recorded in history was reached by a few ancient Jews—Micah, Isaiah, and the rest—who took no count whatever of what might not happen to them after death. It is not obvious to me why the same point should not by and by be reached by the Gentiles.”
—Thomas Henry Huxley (1825–95)