SOLUTION/Next-best action for enterprise growth teams
Choose the next action per customer, and the next opportunity for the business.
Classic next-best action selects a treatment for an individual: which offer, which channel, which moment. Markin does that, and adds the layer above it: which revenue opportunity across the customer base is worth pursuing at all. Action value, propensity, eligibility, suitability and contact policy are explicit, and every decision is measured incrementally.
Match ranking · per user
One decision across all programmes
Live · 1/4What next-best action looks like with Markin.
Action value, not engagement
Each candidate action is scored on expected incremental value net of cost, not on predicted opens, clicks or response.
Propensity, uplift, eligibility
Propensity says who is likely. Uplift says who is persuadable. Eligibility and suitability say who may be contacted, and with what.
Contact policy as a constraint
Frequency, fatigue and channel caps are constraints on the optimisation, not an afterthought applied by a separate team.
Opportunity intelligence
The segments your team should be acting on today.
Markin surfaces live opportunities, scored, sized and priced in ARR, so growth work starts on the accounts that actually move the number.
Multiple eligible offers
Two programmes target the same customers in the same week with conflicting incentives.
Reach
24.8K users
At stake
€890K ARR
Sure things
Propensity is high but uplift is near zero: the action buys conversion that was coming anyway.
Reach
17.3K users
At stake
€520K margin
Wrong-moment contacts
Response concentrates in a two-hour window the current calendar never uses.
Reach
38.1K users
At stake
€740K ARR
Channel mismatch
Push response is 3.4x email for this cohort, which sits on a weekly email drip.
Reach
15.9K users
At stake
€360K ARR
How it works
Data. Intelligence. Action.
The same three-layer loop that powers every Markin motion, tuned for next-best action.
01
Assemble the action inventory
Every treatment your teams can actually deliver — offers, saves, upgrades, service interventions — with its cost, channel and policy constraints.
02
Score value per customer, per action
Propensity, uplift, survival and sequence models are combined into an expected incremental value for each eligible action.
03
Arbitrate, deliver, learn
One layer arbitrates across all active programmes so customers are not double-contacted, then measures what the action actually added.
1:1 execution
One decision per customer. One message. One moment.
Every row is a live decision Markin ships into your CRM, app or contact center, no segment builders, no rule trees.
Nuria B.
Retail · Lapsing
“The category you buy most just restocked”
Push
Sat 10:05 local
No discount
Pau S.
Telco · Data-capped
“You went over your data 3 months running — here's the fit”
In-app
Pre-renewal
Plan change
Elena V.
Fintech · Payroll active
“Your idle balance could earn 3.6% in Savings”
In-app
Payday +2
3.6% APY
Jonas W.
Streaming · Heavy viewer
“Hold: contact policy exhausted this cycle”
—
—
None
Measured impact
The numbers next-best action teams see with Markin.
+21%
incremental value per contacted customer
-38%
duplicated touches across competing programmes
100%
of actions run against a control group
The scores were never the hard part. Deciding which action to take, for whom, without three teams overwriting each other — that was.
Director of CRM
Enterprise B2C operator
Inside the product
Next-Best Action, running 1:1.
Three concrete decisions Markin ships for next-best action, on the surfaces you already run.
Match ranking · per user
Arbitration
One decision across all programmes
Competing campaigns resolved into a single action per customer per moment.
Next best offer · scored per user
Uplift
Spend where you change the outcome
Uplift separates persuadable customers from those who convert regardless.
Plan match · per user
Basic
Recommended for this user
€9
Premium
€14
Annual
€119
Policy
Respect eligibility and suitability
Regulatory and brand constraints applied as hard limits inside the optimisation.
FAQ
What is next-best action?
Next-best action is the practice of selecting, for each individual customer, the single most valuable action to take next across all available offers, messages and channels, rather than executing campaigns segment by segment.
What is the difference between propensity and uplift?
Propensity estimates how likely a customer is to take an action. Uplift estimates how much the action itself changes that outcome. Optimising on propensity alone spends margin on customers who would have converted anyway.
What do eligibility, suitability and contact policy mean here?
Eligibility is whether a customer may receive an action at all. Suitability is whether it is appropriate for them. Contact policy caps how often and through which channels they may be reached. All three are constraints on the decision, not filters applied afterwards.
How is this different from a rules engine?
You do not author segments or decision trees. Actions are scored per customer on expected incremental value, and the ranking updates as behaviour and results change.
How is impact measured?
Against control. Impact is reported as incremental revenue and margin, not opens, clicks or engagement proxies.
Can the system decide to do nothing?
Yes. When no eligible action has positive expected value, holding is the decision, and it is recorded as one.
See next-best action run on your data.
A 30-minute demo, the same agents, the same decisions, the same 1:1 execution.