Four signals in, one decision out
The orchestration brain. It does not add a new score, it weighs the ones the other models already produce and picks the single best action for each customer, in the moment, with the maths in the open.
Where it sits: The apex of the loop. It reads RFM, churn, pLTV and engagement, then hands Braze one coordinated decision.
The arbitration
Every candidate action is scored on the value it plays for and how urgent it is. The highest score wins. Nothing hidden.
Recognise and protect
Coordinated from every model, sent on email, playing for £1,900. pLTV invest, top predicted worth.
Change the customer above and the decision recomputes. Illustrative arbitration; the production decisioning runs on live scores in the warehouse and fires through Braze.
That is Next-Best-Action working on sample data. The service page has the rest: what it needs from you, how long it takes to build, what it pairs with, and how the lift gets proven.