Next Best Action in Flows

The Next Best Action (NBA) option in Flows allows marketers to engage with the preferred channel or the best action at a given stage for a user. NBA is powered by insights on user behavior gathered intelligently and helps marketers choose the best campaign mode and the right time to reach out to the user. For more information, refer to Most Preferred Channel (MPC) and Best Time to Send (BTS).

NBA reduces assumptions and guesswork and makes use of data gathered about user behavior to select the best channel and best time to engage with each user. Adding NBA to any flow ensures that the campaigns have a more personalized journey for every user. Thus, flows with NBA will drive better engagement as they are not based on the collective trends of a group of users but based on the engagement trends of each user. 

 

Note

NBA is available for all Enterprise clients by default. For other plans, this feature is available as an add-on option with BTS and MPC. Please reach out to your CSM or contact support@moengage.com to activate this feature.

How does NBA work?

When NBA is added as a stage in a Flow, SHERPA picks out the MPC for the user based on the data from their engagement trends for the past 60 days. The specified fallback channel is used in case the MPC is not available for a user. Also, marketers can choose to send the campaigns to the users at the best hour based on SHERPA’s BTS information on the user. SHERPA picks out the BTS for the user based on their activity for the past 60 days and this information is available in the User Profile. The BTS is used for every user who enters the NBA stage in the Flow and when this information is not available, the campaign is sent at the default time (for users for whom BTS info is not available).

To add NBA as a stage in a Flow, do the following:

  1. Select NBA from the stages in the Flow as illustrated in the image below.Add_NBA.png
  2. The NBA screen pops up upon adding the NBA as a stage as illustrated in the image below.NBA_screen.png
  3. Choose the Fallback channel as illustrated in the image below.ChooseFallback.pngYou can choose any one of the following channels as the Fallback channel:
      • Push
      • Email
      • SMS
  4. Select the Send the notification at the best time to send (SHERPA) checkbox to send the campaign at the BTS as illustrated in the image below.Send_at_BTS.png
  5. If you choose to send at BTS, you will have to choose a default time in case the BTS is not available for a user as illustrated in the image below.BTS_Options.pngYou can choose one of the following default times in case BTS is not available:
        • Yes, Immediately In case the BTS isn’t available, the campaign will be sent to the channel chosen immediately.
        • Yes, at App’s best In case the BTS isn’t available, the campaign will be sent to the channel chosen at the App’s best time (when the app has the best collective engagement).
        • No, Don’t send In case the BTS isn't available, the campaign will not be sent.
  6. Click on Done to add NBA as a stage.

Once NBA is added as a stage, you get the following view in the canvas.

NBA_Added_in_Canvas.png

You can configure the Push, Email, and SMS campaigns for the NBA stage by clicking on the pen icon (hover on the NBA stage to view this option). If the MPC is Push for a given user, the campaign configured in the NBA Push Stage gets sent at the configured time. Else, the NBA Email campaign is sent to the user at the configured time as Email is the fallback channel.

Deleting the NBA Stage

Click on the delete icon (hover on the NBA stage to view this option) to delete the NBA stage. The following screen popups on clicking the Delete icon.

DeleteNBA.png

You can choose to retain any one or none of the channels configured in the NBA stage. When you select a channel to be retained, it gets added as a stage, replacing NBA. For example, if Push (the NBA Push channel configured) were to be retained, it will get added instead of NBA.

Campaign Analytics

The following NBAspecific information is available in the Flows Canvas for a published Flow for the NBA stage.

      1. Number of users who have Entered and Exited
      2. Number of users who were reached through the FallBack Channel
      3. Engagement Score
      4. Engagement Score Uplift
      5. CVR
      6. CVR Uplift
      7. When BTS is activated, the number of users who had received communication at Default Time is also available

Engagement Scores

The engagement scores are calculated differently when NBA alone is used without BTS and when NBA with BTS are used together and they are detailed below.

When NBA is used without BTS

Scenario NBA/Fallback Channel Formula for the calculation of Engagement Score Formula for the calculation of CVR

Users who were sent a campaign as per their Next Best Action information

NBA (No. of Clicks For Push + No. of Clicks for SMS +1/10* No. of Opens for Email + No. of Clicks for Email)/ Successful sents No. of Conversions/ Impressions

Users who were sent a campaign using the Fallback channel information

Fallback or Default Channel (No. of Clicks(in case of Push or SMS) or [No. of Clicks + 1/10 no. of Opens(in case of Email)] / Successful Sents No. of Conversions/ Impressions

Uplift Percentages

The formulae for calculating uplift percentages for various scenarios are shown below.

Legend: Engagement Score - ES Default Score - DS

Uplift in ES (in % )= [(ES via NBA / ES via Default) - 1]*100

Uplift in CVR (in % )= [(CVR via NBA / CVR Default) - 1]*100

When NBA and BTS are used together
Scenario NBA/Fallback Channel Formula for the calculation of Engagement Score Formula for the calculation of CVR

Users who were sent a campaign as per their Next Best Action information at their BTS

NBA (No. of Clicks For Push + No. of Clicks for SMS +1/10* No. of Opens for Email + No. of Clicks for Email)/ Successful sents No. of Conversions/ Impressions

Users who were sent a campaign using the Fallback channel information at the Default time

Fallback or Default Channel (No. of Clicks(in case of Push or SMS) or [No. of Clicks + 1/10 no. of Opens(in case of Email)] / Successful Sents No. of Conversions/ Impressions

Uplift Percentages

The formulae for calculating uplift percentages for various scenarios are shown below.

Legend: Engagement Score - ES

Uplift in ES (in % )= [(ES via NBA and BTS/ ES via Default) - 1]*100

Uplift in CVR (in % )= [(CVR via NBA and BTS / CVR Default) - 1]*100

The image below shows a published Flow with an NBA stage. On Hover at the NBA stage, all of the metrics mentioned above are displayed. In the following Flow, 3 users have entered the NBA stage. Among the 3, 2 have their MPC defined as Email and BTS defined as 4-5 PM and 2-3 PM, respectively. While one user neither has MPC nor BTS.

NBA_Stats.png

For the above situation, the calculation of these metrics is shown below:

Sent via Fallback Channel is 1, as One user didn't have MPC information. Since the same user didn't have BTS info, the Sent at Default time is also shown as 1. So this user received the Email Campaign as soon as the user reached this stage.

Engagement Score (ES) = ((NBA clicks + (NBA opens/10))/NBA sents)*100

Default Scores (DS) = ((Default Clicks + (Default opens/10))/Default sents)*100

Uplift in Engagement Scores = ((ES/DS) - 1) * 100 = ((1.6/1.1) - 1) * 100

ES = ((3+(2/10))/2)*100 = 160

DS = ((1+(1/10))/1)*100  = 110

Uplift in ES = ((1.6/1.1) - 1) * 100 = 45.45%

NBA CVR = NBA conversions/NBA impressions= 3/2*100 = 150%

Default CVR = Default conversions/default impressions = 1/1 *100 = 100%

Uplift in CVR = ((NBA CVR /Default CVR) - 1) * 100 = ((150/100) - 1) * 100  = 50%

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