Countless user personas and behaviors make it difficult to determine which user is interacting with which channel. Engaging users through the right channels is crucial for reaching your goals efficiently. Next Best Channel simplifies this process by automating decisions about user interactions and leveraging strong data analytics.
Fundamentally, Next Best Channel determines the optimal channel for each user, guiding them to the most effective option. The term ‘best’ refers to the channel with the highest likelihood of user engagement among the available choices.
You can select the following channels for the Next Best Channel:
How does the Next Best Channel work?
Next Best Channel uses machine learning (ML) that calculates the probability of user engagement for each messaging channel, which is the same algorithm used for Likelihood to Engage predictive segments of Insider.
Each user’s engagement probability for each channel is predicted using ML models that consider hundreds of different signals from users on your website, mobile app, and messaging channels over the last 6 months, including interactions with messages sent by single-channel campaigns and Architect Journeys. These models are updated regularly by Insider’s AutoML platform, Delphi. The engagement probability model adjusts itself based on the changing behaviors of customers and seasonal conditions. The number and importance of the input signals vary among channels and change with time to fit recent user behavior better. Below, you can see some examples:
- The first time that a user receives/opens a message,
- The average time it takes a user to receive/open a message,
- The number of times that a user receives/opens a message,
- User’s click-through rate for a channel,
- Total number of the user’s sessions on the website and mobile app,
- Total number of the user’s page views on the website and mobile app,
- Total number of the user’s purchases on the website, mobile app, and CRM,
- The user’s average period/frequency of purchases,
- The user’s average session duration,
- The user’s reachability status for the channel,
- The Engagement Probability algorithm selects the channel with the highest probability of engagement and decides which channel is best for that user.
If a user’s scores are equally good for multiple channels, Next Best Channel will randomly decide which channel to use or use the Fallback Channel if the customer specifies it.
Advantages of the Engagement Probability Algorithm
You can find the advantages of the Engagement Probability Algorithm below:
- Uses all messaging data, including all message interactions from single-channel campaigns and Architect journeys.
- Considers Reachability as an additional parameter in its decision-making.
- Specializes in messaging channels such as Web Push, App Push, Email, SMS, and WhatsApp. Each messaging channel has its own algorithm based on the nature of its interaction types.
- Adjusts itself to changing conditions, such as customers' campaign usage and changing user base, to normalize the data.
Channel scores calculated by the Engagement Probability Algorithm are updated daily.
The Engagement Probability algorithm is trained for 6 months of past user data.
Use Cases of Next Best Channel
With Next Best Channel in your journeys, you can:
- Engage users through the most appropriate channel to lead them towards your goal.
- Evaluate which channel is generally the best for your user base.