One of the predictions I made at the start of this year was that real-world experiments will become the new development paradigm for next best action in multichannel customer relationship management (CRM).

If we consider that multichannel CRM applications are driving big data initiatives, it’s clear that real-world experiments are infusing data management and advanced analytics development best practices more broadly. Increasingly, my big data customer engagements are focusing on CRM next best action, with a keen customer interest in life-cycle management of the analytic applications needed for real-world experiments in marketing campaign and customer experience optimization.

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