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Enterprise Analytics: Optimize Performance, Process, and Decisions Through Big Data by Thomas H. Davenport

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6. The Path to “Next Best Offers” for Retail Customers

Thomas H. Davenport, John Lucker, and Leandro DalleMule

Retailers hunger for new, effective ways to drive sales, traffic, and growth for their stores, sites, catalogs, and other channels. In the past, they relied on local salespeople to match the right products to the right customers and to suggest the perfect offer to motivate a sale. Today, multiple customer channels, shorthanded staff, and busy consumers are driving innovative mechanisms for next best offers, using data analysis and technology to enable scalable precision. Next best offers also have relevance for any other industry with consumers as customers, including consumer financial services, travel and transportation, and telecommunications. ...

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