Neil Skilling

Filtering and Ranking

How the building blocks are used to produce recommendations The purpose of filtering and ranking offers is at the heart of the Best-Next-Action Decisioning process. The process can be summarized as follows: fn getRecommendations(Offers, Context, Options) -> list[Recommendations] Offers and context is used to produce a ranked set of recommendations for the customer. The steps in the filtering process are as follows: Start with the pool of offers that have been constructed Remove all of the offers that do not support the channel requested in the context Remove all of the offers that are not currently valid based on the current date and time Remove all of the offers whose set of inclusion rules do not evaluate to True Remove all of the offers for which any of the exclusion rules evaluate to True The steps in the ranking process are as follows:

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Best-Next-Action Decisioning Concepts

The building blocks of a Best-Next-Action Decisioning System Let’s look at the core concepts and building blocks of our Best-Next-Action decisioning system Category The category is the type of offer that you are making. Best practice has shown that Best-Next-Action Decisioning systems should be used to cover the whole of the customer lifecycle and for all aspects of the relationship. They should not be used purely for sales activities (see story) as this undermines rather than supports the relationship.

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Interaction Management

The ‘Art’ of Interaction Management Many large business-to-consumer organisations have invested an enormous amount of effort, time and money into Customer Relationship Management in the last twenty five years. What do we have to show for this collective enormous investment? The investment has had three major waves, firstly the data warehousing band wagon, then the CRM records management wave and then the Marketing Automation wave. A lot of these large investments have failed and there are now a lot of CRM 2.

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Best-Next-Action Decisioning

Best-Next-Action rather than Next-Best-Action as “Next-Best” sounds like Second-Best Best-Next-Action decisioning is best decsribed as delivering to your customer what you would do if you were sitting in front of them - you know them, you know what they want, you know what to do and how to do it right away. Just translate that into the digital context so that you can calculate the Best-Next-Action or Actions in real-time and deliver a contextual recommendation immediately to the customer irrespective of the channel on which you are interacting.

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Overskilling

Welcome to Overskilling - I am a specialist in Best-Next-Action Decisioning and Journey Orchestration projects. I have worked in all kinds of analytics projects over the years from straightforward predecctive modelling, to large scale real-time decisioning and journey orchestration. Previously I was CTO at Kitewheel, now owned by CSG, and was responsible for a lot of thought behind the Xponent platform. If you need help with your decisioning or journey orchestration project I am here to help.

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