Next best action vs next best offer: is there a difference?

Yes, there is a difference between next best action and next best offer:

  • Next-best-action (NBA): Broader strategy determining the most relevant action to take (send content, provide support, schedule call, or make no contact)
  • Next-best-offer (NBO): Specific subset of NBA focused on product/service recommendations (discounts, upgrades, cross-sells)

NBA determines if an action should be taken; NBO determines what specific offer to make. NBO is a component of the broader NBA strategy.

Using Snowplow's event pipeline and trackers, you can implement this capability with granular, first‑party data and real‑time processing.

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