NBA (Next Best Action) for MBAs

James Kobielus (Forrester Research, Inc.)
General
Location: Westside Ballroom

Customers are the reason you’re in business. To earn their continued love and loyalty, you must strive to enhance their experiences across all touchpoints. To earn a larger share of their pocketbooks, you must also target them with offers that suit their specific profiles, needs, and propensities. To these ends, leading-edge organizations have implemented “next best action” (NBA) technologies, such as “Big Data” analytics, within their multichannel customer relationship management programs. In this session, Forrester senior analyst James Kobielus will provide a vision, case studies, ROI metrics, and guidance for business professionals evaluating applications of NBA in their organizations.

Photo of James Kobielus

James Kobielus

Forrester Research, Inc.

James Kobielus is a leading expert on Big Data, as well as on such enabling technologies as enterprise data warehousing, advanced analytics, Hadoop, cloud services, database management systems business process management, business intelligence, and complex-event processing.

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