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Next Best Action


Recently, I was meeting with a DB2 for z/OS client, and the topic of Next Best Action (NBA) came up.  

My client's challenges are that although they consider the "lifetime value" of the customer in their marketing messaging and fraud detection algorithms:

(1) Marketing messages are both segment based (or shotgun blast) and often ill-timed for the customer based on their value and behavioral lifecycle.  Customers receive multiple outbound messages per month. 

(2) In many…

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