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From All n One's bxp software Wixi
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BNA (Best Next Action) is an area of marketing that is making the most of Big Data. Large volumes of information facilitate the creation of models for what should happen next. bxp is uniquely positioned to help in this area to address the obvious and not so obvious challenges of this area.
= Examples of clients using / have used this solution =
bxp has performed elements of this activity in part and in whole already for a number of clients.
{|
| style="width:200px;"| [[File:logo_eircom.jpg|eircom]]
| style="width:200px;"| [[File:logo_meteor.jpg|meteor]]
| style="width:200px;"| [[File:logo_3mobile.jpg|3 mobile]]
| style="width:200px;"| [[File:logo_o2.jpg|Telefonica O2]]
| style="width:200px;"| [[File:logo_clearwire.jpg|Clearwire]]
|}
= End to End build =
Now that we have discussed the various elements required, here is how bxp would suggest a build to provide the solution.
Base line measurement
* Capture base line figures for one weeks activity (Data Profiling or KeyStats)
Existing Marketing first
* For every piece of marketing ensure it has a Media Code.
* Publish the media codes in the marketing
* Load all the media codes into the bxp Media Management module. (Media Manager)
Segmentation
* Using the various data mining models construct the appropriate segments (MetaData)
* Using surveys and market research identify new segments (Survey Management / Form Management)
* Create a rule set to support known facts (MetaData & Form Management JavaScript)
* Create a rule set to model targeted new segments (MetaData)
Homework
* Apply the rules to the existing data. (MetaData scheduled task)
* Identify outcomes that demonstrate Sale, Retention, Upsell and Cross outcomes. (Form Management)
Operation Preparation
* Identify which forms are to make use of BNA
* Implement JavaScript on the forms to mirror the rules (Form Management)
* Ensure that "Media" field is enabled on the form
* Ensure that the "Media Schedule" is enabled on the form
* Force logging of Media Code for every contact
* Ensure sale value is captured as part of the form
Operation
* Capture the data for a given period e.g. one week (Inbound Contact, Outbound Contact, Case Management)
Analysis
* Capture base line figures for one weeks activity after implementation (Data Profiling or KeyStats)
* Calculate the return on investment
* Calculate the return by media on the investment
ReEvaluate
* Reperform the operation from Segmentation until the models reflect targets
= Conclusion =
bxp can provide a flexible end to end solution which will enable BNA and facilitate enhanced marketing information without disturbing existing solutions.
bxp is the ideal choice for all data mining and Best Next Action solutions
[[Category:Topic:Scenarios]]
