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Andrew Etuk

Principal Lead Decision Architect

Andrew has 20 years of experience as a decisioning expert who leads teams across multiple industries (Telecoms, Consumer banks, Retail and Insurance) and across multiple geographies (Germany, Netherlands, Turkey and Spain). He focuses on delivering scalable centralised next best action solutions across both inbound and outbound channels. He has a keen interest in leading clients in the initial stages of their decisioning journey and providing leadership to fully leverage their NBA platforms.

Andrew's Articles, Blog Posts, Webinars and More

Blog We suggest...

Decision modelling stages – how to work through the process

In my previous two blogs, I looked at how and why an organisation should use decision modelling to improve its ability to hyper-personalise its communications. In this last blog in the series, I will walk you through the stages involved in developing decision models.
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Blog We suggest...

The mechanisms of organisational decision-making

This is part 2 of the 3-part blog series discussing the use of decision modelling notation (DMN) in next best action marketing. In part 1, we examined the reasons for using DMN in Next Best Action (NBA) Marketing and decisioning in general.