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* Can only base rules on facts in existence, so "creative" thinking not possible
=== The usual outcome ===
It is also possible to use surveys and market research to add more facts.
== Challenge 3 - Measuring results ==
Ok, so we have some segments we're going to target. It always costs money to do marketing, so the most important thing to do is to create a Return on Investment model.
* What is our base line sales figure? (i.e. what do we make without any extra effort)
* What do we spend targeting this segment?
* When do we put the plan into action?
* What are the results after the plan was executed? (The difference between now and the previous base line, is the ROI)
However being able to accurately associate marketing spend with outcomes requires a lot of systems, steps, checks and integration. bxp can deliver start to finish results.
= The Elements =
{|
| Marketing drives communication into a contact point, say for example a customer care department.
Every piece of marketing has a unique code in it, to allow tracking. Some methods are more automated than others.
As soon as that contact arrives the BNA engine kicks in (described below)
The agent is presented with the information to enact the BNA
| [[File:bxp_datamining_001.png]]
|}
[[Category:Topic:Scenarios]]