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Activate Next Best Actions in Campaigns
When you create a Next Best Action, two pieces of information are added to the profiles of users in your target segment:
- NBA Attribute: The actual offer that was deemed optimal for this user.
- NBA Percentile: How likely this user is to convert relative to other users in the target segment.
To use your NBAs in campaigns, you need to use these user attributes to create audiences of users with the same offer, then forward these audiences to an engagement tool for delivering personalized recommendations. Here, we explain how to efficiently carry this out using Journeys.
Use NBA Attribute and Percentile to Create an Audience
In the Audience editor, give your audience a name that reflects the offer being promoted (e.g., “Show Standard Plan”). Then Define your audience criteria:
- Add a user attribute(s) selecting users in the segment you want to upsell (e.g., Freemium users).
- Add another user attribute to select your NBA attribute. (This will appear with _attribute appended to your NBA name.)
- Set a value for your NBA attribute, in this case the product offer (e.g., “Premium Plan”).
- Narrow the audience further by adding a NBA percentile. (This will appear with _percentile appended to your NBA name.)
- Set the percentile to your desired range (e.g., >= 0.7, or top 30%).
- Click Done, then select Save to finalize the audience.
Create Audiences for Additional Product Offers
- Add a new path in your journey by clicking the fork icon above the first audience’s name.
- Open the audience editor for the new split.
-
Follow the same steps as above to define the audience with the following exceptions:
- Use the NBA attribute to identify users for the next potential offer (e.g., “Premium Plan”).
- Adjust the conversion likelihood range as needed.
- Repeat this process to create separate audiences for all additional offers.
Activate Your Audiences
- Under each audience, select Connect Output.
- Follow the steps to forward the audience to your chosen engagement platform (e.g., an email marketing tool, ad platform).
- In the engagement platform, use these audiences to power personalized recommendations based on their assigned NBA.
By segmenting users based on NBAs and conversion likelihood, you can efficiently target the right users with the most relevant offers, improving personalization and conversion rates.
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- Last Updated: February 7, 2025