💣Decisioning in marketing alongside MarTech needs more than just scoring and orchestration.
While “data-driven” decision-making sounds sensible, it is its own enemy.
Why?
💥Organizations jump from strategy to data in building their Next Best Action (NBA).
There are many issues with that:
⭕ Misalignment with strategy
⭕ Expensive and time-consuming approach
⭕ Delayed delivery
Stakeholders often misunderstand or miscommunicate what problem needs to be solved using the data. Simply because teams turn the NBA into a data, insights, and advanced analytics project using AI techniques such as machine learning. Misunderstandings and miscommunications about the intent and purpose of the NBA project are the most common reasons for their failure.
Do not get me wrong, the decisioning requires data, insights, and advanced analytics, but…
Data, insights and analytics are NOT the core of it.
NBA is about marketing ✨decisions driven by strategy. It is not about how we score the behavior, or how we orchestrate, or even deliver the NBA to the channel.
These are the logistics of NBA, important for sure but…
The ✨decisions that drive NBA are more important.
It's a decisioning project, so do not underestimate decision models.
The decision model must determine the Best Next Action (BNA). Yes! you read it right.
It's the best because
✔️it is strategically aligned by decisions
✔️it is a participatory technique to ensure intent
✔️closes the gap between strategy and how it gets operationalized
✔️actions are well-informed from data, insights, and advanced analytics
Make ✨decision models the core of creating the best next actions (BNA) for marketing decisioning projects.
🚀 It brings the clarity and transparency right from the beginning and designs the project to grow very rapidly.
–
Follow the “Uncle of DI” if you’re looking for unfiltered insights into DecisionIntelligence, AI, and DecisionAutomation. Hit the 🔔 on my profile to get notified about my daily posts.
Posted here.
Published October 7th, 2025 at 07:30 am
