The "Selecting the Right Omnichannel Customer Engagement NBA Algorithm" whitepaper by Axtria provides guidance on choosing algorithms for Next Best Action (NBA) in omnichannel strategies, particularly in regulated fields like pharma. It highlights four selection criteria: data requirements, model performance, interpretability, and operational costs. The paper reviews common algorithms, including business rules, tree-based models, neural networks, and bandit algorithms, assessing their strengths and limitations. Successful implementation relies on balancing these criteria to meet specific business needs and improve customer engagement.

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