Next Best Action for Marketing Agent Campaign Lift

Name: Put It Forward Explained: Head of Product
Uploaded: 2024-07-14T00:00:00+00:00
Duration: 2 min 9 s
Channel: Put It Forward
Description: Put It Forward head of product, Mark Cowan shares a brief overview of the platform, intelligent automation. Focused on how we can make better decisions with the todays data and systems to drive better outcomes.

For marketing ops teams - predictive AI picks the optimal offer & channel per segment in real time.

Accelerate campaign ROI 35% with predictive analytics-driven channel & offer selection
Eliminate blind sends - score every segment with classification predictive algorithms
Orchestrate MAP & CDP actions autonomously across 500+ connectors
"2-day implementation" guarantee - Most clients go live in days, not months
SOC 2 + ISO 27001 compliance - Enterprise-grade security and governance built-in

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Trusted by Fortune 500 leaders in financial services, technology, and global enterprise.

Precision Campaign Decisions at Scale

Every wasted send costs pipeline. The Next Best Action for Marketing Agent replaces guesswork with predictive AI that chooses the right campaign, offer, and channel for every segment - then executes via your MAP and CDP.

Next Best Action for Marketing Agent - Predictive Offer Selection Use Case

Predict & Select Optimal Offers Per Segment

41% higher conversion rates by replacing static campaign rules with predictive AI offer matching.

Scenario: A B2B SaaS company runs 12+ campaigns monthly across email, paid, and in-app. Marketing ops manually assigns offers to segments using last-quarter data, missing real-time intent signals and burning budget on low-propensity audiences.

Solution: The agent ingests real-time behavioral data from CDP and CRM via 500+ connectors, runs classification predictive algorithms to score each segment's propensity per offer, and auto-selects the highest-converting offer for each audience.

Results: Conversion rates increase 41% within 60 days. Wasted ad spend drops 28%. Campaign setup time falls from 6 hours to 45 minutes per campaign as the agent handles offer-to-segment matching autonomously.

Next Best Action for Marketing Agent - Channel Routing Use Case

Auto-Route to Best-Performing Channel

Reduce cost per acquisition 33% by routing each segment to the channel with highest predicted engagement.

Scenario: A retail brand pushes every campaign across all channels equally - email, SMS, push, paid social. Channel fatigue erodes engagement, CAC climbs, and teams lack visibility into which channel drives incremental lift per audience.

Solution: The agent applies time-series predictive analytics to historical engagement data across channels, scores channel affinity per segment, respects frequency caps and budget constraints, then activates the winning channel via MAP integration.

Results: Cost per acquisition drops 33% in 90 days. Email unsubscribe rates fall 22%. Channel engagement scores improve 47% as each segment receives outreach on its highest-affinity channel.

Next Best Action for Marketing Agent - Audience Suppression Use Case

Detect & Suppress Low-Propensity Audiences

Recover 19% of campaign budget by suppressing segments predictive AI identifies as unlikely to convert.

Scenario: A financial services firm sends promotional campaigns to its full database quarterly. Over 40% of recipients show zero engagement over six months, inflating send costs, damaging sender reputation, and skewing attribution.

Solution: The agent continuously scores every segment using propensity predictive algorithms, flags audiences below configurable conversion thresholds, auto-suppresses them from active campaigns, and reroutes budget to high-propensity segments.

Results: Campaign budget waste drops 19% within 45 days. Sender reputation scores rise 15 points. Marketing qualified leads increase 26% as spend concentrates on audiences most likely to act.

Predict, Decide & Act - How the Next Best Action for Marketing Agent Works

Next Best Action for Marketing Agent Workflow

From scattered campaign guesswork to predictive, governed marketing execution in 6 steps - no code, no manual handoffs, no spreadsheet reconciliation.

Step 1 - Connect: The agent connects to your MAP, CDP, CRM, ad platforms, analytics tools, and collaboration systems via Integration Designer with 500+ connectors, unifying behavioral, transactional, and engagement data in real time.
Step 2 - Analyze: Automated profiling normalizes customer IDs, engagement scores, campaign histories, offer codes, segment tags, and channel preferences across systems - fixing duplicates and mismatches before they reach downstream workflows.
Step 3 - Predict: Predictive analytics run continuously across unified profiles, producing propensity scores, channel affinity classifications, offer-response forecasts, and fatigue risk alerts for every segment in your database.
Step 4 - Decide: Business rules and guardrails convert predictions into decisions: auto-select top offer, route to best channel, suppress low-propensity segments, or escalate to marketing ops - based on policy thresholds set by your team with no code.
Step 5 - Act: The agent executes in target systems: activating campaigns in MAP, updating segments in CDP, adjusting bids in ad platforms, triggering personalized journeys, alerting teams in Slack or Teams, and updating analytics dashboards.
Step 6 - Learn: Campaign outcomes feed back into predictive analytics, refining propensity models, recalibrating channel affinity scores, monitoring model drift, and triggering retraining or threshold adjustments through embedded analytics.

ROI Benefits: Next Best Action for Marketing Agent

Quantified outcomes from replacing manual campaign selection with predictive AI-driven Marketing Operations orchestration.

Conversion Rate Lift: Accelerate campaign conversion by 41% within 60 days - predictive AI classification algorithms match the highest-propensity offer to each segment, replacing static rules with real-time scoring across 500+ connected data sources.
Cost Per Acquisition Reduction: Reduce CPA by 33% within 90 days - time-series predictive analytics identify the channel with highest predicted engagement per segment, eliminating wasteful omni-blast sends across 10,000+ monthly contacts.
Campaign Budget Recovery: Recover 19% of wasted campaign spend within 45 days - propensity predictive algorithms auto-suppress low-likelihood segments and reallocate budget to audiences most likely to convert.
Marketing Ops Productivity: Reduce campaign setup and QA time by 72% - from 6 hours to under 100 minutes per campaign - as the agent automates offer selection, channel routing, and suppression logic with no-code configuration.
Sender Reputation & Deliverability: Improve sender reputation scores by 15 points within 45 days - predictive fatigue-risk scoring suppresses over-contacted segments before engagement metrics decline.

Next Best Action for Marketing Agent Leader

David Hrynk

Director of Program Management

“Having our global teams all working from the same page is critical to our success. Put It Forward exceeded way beyond where others died.”

Uma Asthana

Director of Operations and Technology

“What you just did for our teams' productivity and how we work was magic - you guys are rock stars, I’m truly blown away”

Udo Waibel

CTO

“Put It Forward takes us where no others could - we struggled for years with an enterprise data story - this solved it across the board”

Sarika Saoji

Marketing Platform Technologist

“For me when our internal teams tried to replicate the Put It Forward technology that was when the pin dropped … these are really smart people”

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Why Teams Choose Agentic AI Over Rules, Chatbots, and Manual Work

The Only Option Built for Safe, Explainable, Multi‑System Decisions

17 agent capabilities that matter most when choosing between rules, generic LLM chatbots, and manual processes.

Capability	Put It Forward Agent	Traditional Rules / Workflow Automation	Generic LLM Chatbot	Manual Human Process
Agent execution & scale
No‑Code Agent Configuration	Yes, configure via UI + templates	Limited, technical admin	Limited, prompt‑based only	No
Multi‑System Context Awareness	Yes, native across connected systems	Yes, with complex wiring	No, single‑channel context	Yes, but inconsistent
Data Preparation & Validation	Yes, uses integration layer transforms and validators	Build and maintain logic	No state or very limited	Yes, in people’s heads/spreadsheets
Stateful, Long‑Running Workflows	Yes, native	Limited, brittle state handling	No state or very limited	Yes, in people’s heads/spreadsheets
Enterprise Integration Footprint	Runs on the same governed integration fabric (APIs, services, on‑prem)	Build per system	Channel‑only	System by system
Decision Intelligence & Autonomy
Business Rules + AI Policies	Rules + ML + policy guardrails	Rules only	Ad hoc LLM behavior	Tribal knowledge
End‑to‑End Decision + Action	Yes, orchestrates decisions and API actions across systems	Yes, but static and brittle	Suggests, doesn’t execute across systems	Yes, but slow and inconsistent
Continuous Process Intelligence	Yes, Embedded	No	No	Manual analysis
Autonomy Modes	Simulate, Recommend, Auto‑Act Within Guardrails	Auto‑Act only, no simulation or learning	Suggest only, no structured guardrails	Manual judgment only
Trust, Control & Ops for Agents
Policy & Guardrail Management	Central policies, RBAC, data scopes	Scattered in config and code	Prompt only, no enforcement	Policy documents, inconsistent enforcement
Safe Failure Handling	Native error capture, auto‑rollback/compensation options	Limited, build your own	Opaque failures	Manual investigation & fixes
Agent Performance & Impact Analytics	KPIs, action logs, impact by process (Q2C/O2C)	Basic logs, no business KPI tie‑in	No structured reporting	Manual reporting
Explainability & Audit Trail	Why‑logs for each action, full audit trail	Limited technical logs	Nearly none	Email, tickets, inconsistent records
Agent Extensibility & Integration APIs	APIs/SDKs to embed and extend agents + integration	Varies, often product‑specific	Mostly channel APIs, not orchestration	N/A
Agent Design & Tuning Support	Full design/tuning support and best‑practice playbooks	Self‑serve / ad‑hoc	Self‑serve / ad‑hoc	Self‑serve / ad‑hoc
Agent & Integration Roadmap Alignment	Co‑evolves with connector and system API roadmaps	No / lagging	No / lagging	No / lagging

The intelligent decision automation playbook for revenue, operations and IT

IDC Put It Forward Next Generation Business Requirements

Take A Tour Of How The Agents Work

Next Best Customer Agent Activation

See how Put It Forward Predictive Analytics uses no-code Agentic AI to predict your next best customer, connect key data sources, and automate decisions that grow revenue.

Target high-potential customers and improve marketing ROI with predictive analytics.
Integrate data, create models, and orchestrate AI agents without writing code.
Keep your customer acquisition strategy continuously optimized as the market changes.

Natural Language Automation

Put It Forward’s Agentic Co-Pilot lets anyone use natural language to automate and change complex workflows, speeding decisions, easing IT bottlenecks, and enabling new AI-powered ways of working.

Trigger multi-step changes with simple conversational commands.
Boost productivity by simplifying complex tasks and reducing specialized effort.
Help business and technical teams co-create smarter, more agile processes.

Conversational AI Agents

Discover how Put It Forward's AI-powered Integration Designer uses conversation to simplify complex business rule creation.

Convert complex business rules from natural conversation into functions
Go faster without having to learn how Put It Forward works at an expert level
Reduce the costs of IT and increase the quality of your data

3-Day Agent Automation Enhancement, Not 3-Month Projects

Put It Forward Workday ServiceNow Integration Project Plan

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We all implement new technology; a transformation or automation project can be simple, targeted, or enterprise-wide.

Accelerate time-to-value and reduce risk with a proven integration plan.

Our proven methodology ensures low-risk, high-impact integrations. Most clients see measurable ROI in the first year accelerated by best practices and enterprise-grade support.

Most clients see improved intelligent automation performance within 48 hours
Zero disruption guarantee - No downtime to existing systems, pipelines or data loads

Implementation timeframes depend on scope and complexity:

Hour 1-2: Configure connection source and destination
Hour 2-36: Business rule configuration and validation
Hour 36-48: Full deployment

Put It Forward Agentic Resources

Guide to Agentic Workflows

This guidebook gives Integration Designer users a practical roadmap to implement AI agentic workflows, integrating intelligent automation and predictive analytics, to optimize business processes and decision-making.

Guide to Agentic AI Workflows

Two Ways To Integrate Agents

Learn how to integrate an agent into a process using two different methods via the Put It Forward Integration Designer and a direct service call. This helps both non-technical and technical teams find new revenue.

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Agentic AI Orchestration

Put It Forward’s Agentic AI Orchestration connects AI agents, data, and automation tools into end-to-end workflows so enterprises can cut cycle times, handle exceptions intelligently, and scale automation for measurable ROI in weeks, not months.

Solution: Agentic AI Orchestration

What You Should Do Next

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Unlock proven strategies, real-world examples, and actionable steps to implement AI agentic workflows in your organization. No sales pitch, just practical guidance.

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Revenue, Operations and IT Playbook

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How Decision Automation Works

See and learn how decision automation works at scale. Connect the pieces, tools, and outcomes together in Put It Forward to unlock value and reduce complexity.

Next Best Action for Marketing Agent - Frequently Asked Questions (FAQs)

How does the Next Best Action for Marketing Agent decide which offer or channel to select?

The agent uses classification and time-series predictive algorithms trained on your unified behavioral, transactional, and engagement data. It scores each segment against every available offer and channel, then selects the combination with the highest predicted conversion probability - all within configurable business rules and guardrails set by your team.

Can we override the agent's recommendations before they execute?

Yes. The agent supports autonomous, human-in-the-loop, and hybrid operating modes. You configure approval thresholds so high-confidence decisions execute automatically while edge cases route to marketing ops for review. Every decision is logged with full explainability for audit and governance.

How does the agent explain its predictions and decisions?

Every recommendation includes a decision rationale: the propensity score, contributing behavioral signals, channel affinity ranking, and the business rule that triggered the action. Marketing ops can inspect this in the embedded analytics dashboard or export it for stakeholder review.

What data does the agent need to start producing accurate predictions?

The agent requires at minimum 90 days of historical campaign performance, engagement events, and segment-level outcomes. It connects to your MAP, CDP, CRM, and ad platforms via 500+ pre-built connectors to unify this data automatically. Prediction accuracy improves continuously as new campaign outcomes feed back into model retraining.

How does the agent monitor model drift and maintain prediction quality?

Embedded analytics continuously compare predicted outcomes to actual campaign results. When accuracy deviates beyond configurable thresholds, the agent triggers automated retraining cycles and alerts your team. Model performance metrics are visible in real-time dashboards with full versioning history.

How does Put It Forward handle security and compliance for marketing data?

Put It Forward is built with enterprise-grade security, including SOC 2 and ISO 27001 compliance, advanced audit trails, role-based access controls, and data encryption at rest and in transit. The platform supports GDPR and CCPA requirements, ensuring marketing data governance meets regulated industry standards.

Will deploying this agent disrupt our current MAP and CDP workflows?

No. The agent deploys alongside your existing marketing automation and CDP infrastructure without requiring migration or downtime. It connects via API-based connectors and operates within your current workflows, adding predictive intelligence and autonomous execution as an embedded layer - not a rip-and-replace.

What ROI can we expect and how quickly?

Clients typically see 35-41% conversion rate lift and 19-33% reduction in campaign waste within the first 60-90 days. The 2-day implementation guarantee means you begin generating predictive recommendations immediately, with full ROI recovery typically achieved within 120 days of deployment.

Next Best Action for Marketing Agent Campaign Lift

For marketing ops teams - predictive AI picks the optimal offer & channel per segment in real time.

Precision Campaign Decisions at Scale