To power a next-best-action recommendation engine, businesses need a variety of customer interaction data, including:

• User behavior data: clicks, page views, purchases, search queries, and form submissions
• Customer profile data: demographic information, past interactions, and preferences
• Contextual data: session data, device type, time of day, and location
• Engagement history: past responses to offers or actions

Snowplow's event-tracking tools can capture all of this data, providing the insights needed to feed into a recommendation engine and generate relevant next-best-action outcomes.