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NBA Strategy framework components: External Input through to Constraints


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External input includes imported active actions that have already had individual group-level and All Group level engagement policies applied.

Strategy components: external input, pre-processing, customer states,

Pre-processing extension point

The first component within the strategy framework is an extension point named NBAPreProcessExtensionPoint that is used for any action pre-processing which you might need to perform after actions have passed all of the engagement policies and any custom property expressions have been evaluated, but before any further processing occurs. This is shipped as an empty strategy that be overtaken by the user.

Customer Journeys

The CustomerJourneys strategy associates actions with inflight and eligible customer journeys.

It determines Journey Stage eligibility for the customer and assigns journey properties to their related actions as required for the AI models to learn, and for recording journey progress. It also adjusts action weights based on the Journey Stage weighting settings.

Each Journey Stage definition has a corresponding pseudo-action defined in the NBA_Journey or the NBA_Journey issue and group. These are not real actions but are created purely to enable a proposition filter to be used to evaluate the Journey Stage entry criteria. They are not imported by the Import Actions strategies and do not participate in any NBA arbitration.

Strategy components: customer journeys

For a detailed description of the logic, refer to the annotations on the strategy.

Customer Journey Impl

This strategy is generated by NBA Designer based on the context dictionary – it is not modifiable.

Strategy components: Customer Journey Impl

The data import shape obtains the records from the Journey Stages dataset for all relevant contacts, and the Switch rule and First Page filter ensure that only the records for the contact currently being processed are selected.

The Journey Eligibility proposition filter evaluates the entry conditions for each Journey Stage and only passes those that meet the criteria. The input conditions for the embedded context sub-strategy ensure that the filter is only evaluated for the current contact.

Both logic streams are merged and passed back to the Customer Journeys strategy.

Journey Weight And Predictors

This strategy sets journey properties and calculates the journey weights from the eligible journey metadata.

Strategy components: Journey Weight And Predictors

For a detailed description of the logic, refer to the annotations on the strategy.


The Constraints strategy enforces any actions which need to be suppressed based on the associated contact policies. The strategy imports the suppression records, known as Action Insights, and filters out any issues, groups or actions which have matching suppression records.

Only the Action Insight records for the Original Contact ID – i.e. the contact currently being processed by the NBA Strategy Framework - are selected for suppression.
Strategy components: constraints

Customer Insights

The Customer Insights strategy is generated by Next-Best-Action Designer based on the context dictionary and will import records for all relevant contacts – it is not modifiable. The parent strategy is responsible for only processing the records related to the current contact, that is, the Original Contact ID.

Strategy components: customer journeys

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