A next-best-action strategy is an approach in customer engagement where businesses predict and deliver the most relevant action or recommendation to a customer at a specific moment in their journey. This could be anything from offering personalized discounts, recommending products, or suggesting content based on previous behavior.

Using Snowplow's real-time data tracking, businesses can capture customer interactions across multiple touchpoints, allowing them to determine the best course of action for each customer, improving engagement and increasing conversions.