Return to page

Next Best Action

The Right Offer at the Right Time with AI


Marketers have come to realize that every customer journey is unique. A touch that is ideal for one customer is ignored by another. The challenge for the marketer is to find the right set of actions for an individual that will move them to the next step in a more complex process or induce them to purchase, if they are ready.


Selecting the next action to take for each customer is an ideal use case for AI models. AI can be used to find patterns in customer data based on browsing behavior, prior purchases, demographics, household data and more to determine customer interests and intent. One such pattern is the next best action or touchpoint that is likely to produce the desired outcome based on successful outcomes from interactions with other customers combined with the individual’s data. For example, at a certain point in their journey some customers will prefer an email over a phone call. Knowing this and picking the right way to connect is critical to increasing conversions and increasing revenues.


The mission at is to democratize AI for all so that more people across industries can use the power of AI to solve business and social challenges. Across industries, marketing use cases drive significant use of products to solve key challenges including lead scoring, customer segmentation, offer optimization and content personalization. Marketing technology companies including G5 and trust technology to help them deliver innovative marketing solutions for their clients. H2O Driverless AI is an award-winning platform for automatic machine learning that empowers data science and technical marketers to scale machine learning efforts by dramatically increasing the speed to develop highly accurate predictive models.

Related Case Studies

Martin Stein
Chief Product Officer, G5

"AI to do AI is absolutely a watershed moment in our industry."

Prateem Mandel
Technical Lead Architect, MarketShare

"There is no limit to scaling with H2O."