What is a Next Best Action Strategy?

Next Best Action Strategies define how recommendations are determined through visual strategy building.

What does Strategy Builder combine?

Strategy Builder combines multiple elements to produce grounded recommendation logic.

What's a common mistake?

Starting simple and refining based on results is better than building elaborate strategies up front.

Next Best Action Strategy

AI🟡 Intermediate

Definition

A declarative strategy built in Strategy Builder that defines the logic for Einstein Next Best Action recommendations, combining data filters, recommendation sources, AI models, and business rules to determine which offers or actions to suggest.

Real-World Example

Consider a scenario where a solutions architect at DeepSight Analytics is working with Next Best Action Strategy to enhance decision-making with AI-driven insights embedded directly in the CRM workflow. Next Best Action Strategy processes thousands of records and delivers actionable recommendations that help the team prioritize their efforts and improve outcomes measurably.

Why Next Best Action Strategy Matters

A Next Best Action Strategy is a declarative strategy built in Strategy Builder that defines the logic for Einstein Next Best Action recommendations. It combines data filters (which records to consider), recommendation sources (where the candidate recommendations come from), AI models (which can score or rank candidates), and business rules (which can require, prioritize, or filter recommendations) to determine which offers or actions to suggest. The strategy runs at the moment a recommendation is needed and outputs the ranked list of recommendations to display to the user.

Strategy Builder is the visual designer for Next Best Action strategies, providing a flowchart-like interface for combining elements. The declarative nature means admins or business analysts can build and modify strategies without writing code. Mature programs maintain strategies thoughtfully: starting simple, measuring outcomes, refining based on what works, and gradually adding sophistication as the team learns. Over-engineering strategies up front before measuring real results is a common mistake.

How Organizations Use Next Best Action Strategy

•TrueNorth Software — Built a strategy for upsell recommendations that combines Einstein scoring with business rules requiring eligibility checks.
•CloudNine Solutions — Maintains separate strategies for different service contexts, each tailored to the specific recommendation needs.
•Apex Analytics — Uses Strategy Builder to operationalize data science work into actionable recommendations within Salesforce.