Next Best Offer is a form of personalized marketing based on predictive analysis. It recommends the services or products in which your customers are most likely to be interested in.
In the example above we can see predicted likelihood of service purchase of 3 customers for 3 services (A, B, C). Here we propose services users are most likely interested in (checkmarks). However, we could also take an approach where we would balance the recommendations accross the whole portfolio.
Increases marketing effectiveness and improves customer interest in services with a personalized marketing content.
The following features have contributed the most to recommend service B to John:
1. John has high income
2. John is a high spender
3. John has low balance
4. John is a mobile app user
5. John is a web app user