ERAM INTELLIGENCE
RightNext
Customer decisioning engines

Enterprise decisioning. Mid-market reality.

The largest organisations solved individual-level customer decisioning years ago. We solve it for everyone else. Next best action, adaptive models, and defensible attribution, built as an engine you own.

Start with a Decisioning Assessment→
Assessment in two to three weeks
From £4,500, on your own data
Engine built in six to ten weeks
Not a multi-year platform programme
An engine you own
Source, models, and documentation handed over
Sits above your stack
We do not replace your ESP, CRM or CDP
The problem

Your campaigns are decisions waiting to happen.

Right now a marketer picks a segment, writes one message, and sends it to everyone at once. That is not a decision. It is a guess applied at scale.

A decisioning engine asks a different question. Not what should we send this month, but what is the single best action for this specific customer, right now, and what did we learn from the last one.

Individual-level customer decisioning is a solved problem, but only for organisations that can spend half a million pounds. We deliver the same capability to the ones that cannot.

The capability behind enterprise platforms such as Pega Customer Decision Hub and Adobe Journey Optimizer is genuinely good. It is also priced, scoped and staffed for the FTSE 100. A building society with 180,000 members, a mid-tier insurer, or a membership organisation with a national database gets the same problem without the same options. Most settle for segmentation and call it personalisation.

RightNext builds the engine instead. Bespoke to your data, delivered in weeks, and owned outright at the end of it.

What we build

Five components. Yours to keep.

01
Propensity and value scoring
Every customer scored on recency, frequency, value, engagement and seasonality, then percentile-ranked within your own population so thresholds adapt as behaviour shifts rather than going stale six months after launch. The output is a tiered customer base with value concentration made visible. weighted composite scoring · percentile ranking · tier distribution
02
Opportunity identification
Commercial opportunities scored before customers are ranked against them, on data readiness, addressable segment size, historical performance, timing and commercial pressure, each with estimated revenue attached. Most systems rank people without first asking whether the opportunity is worth pursuing at all. opportunity scoring · revenue estimation · readiness assessment
03
Arbitration and next best action
When a customer qualifies for several actions at once, the engine weighs propensity against value, applies eligibility and suppression rules, respects contact policy, and returns one decision per customer. This is the part that separates decisioning from segmentation, and the part most organisations have never had. arbitration logic · eligibility and suppression · contact policy
04
Adaptive learning loop
Every decision is logged and every response captured, with weights updating from observed outcomes rather than from a quarterly workshop. The engine is measurably better in month six than in month one without anyone retuning it by hand. Thompson Sampling · outcome capture · automated reweighting
05
Confidence-weighted attribution
A tiered attribution model that distinguishes high-confidence matches from probabilistic ones and applies recency decay, so the revenue number you take to your board is one you can defend line by line when finance asks how it was calculated. tiered matching · recency decay · auditable revenue reporting
Proof

Built, deployed, and measured.

Hospitality
Full engine, built and operated end to end

A decisioning engine on a live customer base

An accommodation operator with eleven properties and a database of 1,328 customers. The full stack was built and run end to end: scoring, opportunity identification, arbitration, adaptive learning and attribution.

The finding that mattered came before any campaign ran. Sixty-nine per cent of the database was lapsed and had not been contacted in more than a year. The operator did not know. That is not unusual, and it is exactly what an assessment is designed to surface.

£12,087
Attributed revenue
41.57%
Email open rate
20
Direct bookings
69%
Of the database lapsed and uncontacted
The sector is incidental. The methodology applies to any organisation with a repeat purchase, renewal or membership relationship and a database large enough for the scoring to mean something.
How it works

Three stages. Priced before you ask.

Stage Under 50k customers 50k to 500k 500k and above
Decisioning Assessment
Two to three weeks
 £4,500 £7,500 £12,000
Engine Build
Six to ten weeks
 £14,000 to £22,000 £25,000 to £40,000 £45,000 to £75,000
Managed Optimisation
Monthly, optional
 £1,200 £2,500 £4,500

Decisioning Assessment

Where everyone starts. We run the scoring and opportunity logic against your real data and tell you what is in there.

  • Scored customer base with tier distribution and value concentration
  • Ranked commercial opportunities with estimated revenue
  • Data readiness assessment
  • Decisioning blueprint
  • Findings presentation to your team

Engine Build

The working engine, integrated with the systems you already run.

  • All five components, built against your data
  • Integration with existing data sources and delivery channels
  • Response capture and attribution pipeline
  • Operational dashboard
  • Documentation, handover and training
  • Thirty days post-launch support

Managed Optimisation

Optional. For teams who would rather not carry the models in-house.

  • Model monitoring and retraining
  • New opportunity configuration
  • Monthly performance reporting with attributed revenue
  • Quarterly review
  • Priority support
The assessment fee is credited against the build if you proceed within ninety days. A build-and-train option is available for teams who want to operate the engine themselves with no ongoing retainer, and multi-entity licensing for groups, franchises and cooperatives.
Boundaries

What this is not.

Not a platform you rent

There is no licence and no per-contact pricing. You commission an engine, it is built against your data, and at handover it is yours with the source and the documentation. If you never speak to us again it keeps running.

Not a replacement for your stack

Your ESP, CRM and CDP stay exactly where they are. The engine sits above them, decides what should happen for each customer, and hands the decision to the systems you already pay for and already know how to use.

Not segmentation with better branding

Segmentation puts customers into groups and sends each group a message. Decisioning arbitrates between competing actions for one customer and learns from what happened. If you only need the first, you do not need us.

Fit

Who this works for.

Twenty thousand or more contactable records with transaction history
Repeat purchase, renewal or membership dynamics
An existing ESP, CRM or marketing automation platform to integrate with
A team that already knows the difference between segmentation and decisioning
Director-level budget authority without a twelve-month procurement cycle
A data extract that can be produced within two weeks
Outcomes that can be attributed back to a decision
Building societies, mid-tier insurers, membership and subscription organisations, holiday and leisure groups, and multi-site service businesses. If most of the above is true, an assessment will pay for itself in what it finds.
Who builds it

Built by someone who has done it inside the platform.

This is not decisioning theory read from a whitepaper. Our founder holds a doctorate in Bayesian modelling, spent over a decade in financial services data science, and worked as a decisioning data scientist on a UK government Pega Customer Decision Hub programme, building adaptive models, Thompson Sampling logic and predictor engineering inside the exact platform we now offer a proportionate alternative to.

RightNext is the product practice of Dr Arshan Iqbal. Consulting engagements, Pega CDH delivery and advisory work are handled through Eram Intelligence.

Start here

Start with a Decisioning Assessment.

Two to three weeks, from £4,500, run against your own data. You get a scored customer base, a ranked list of commercial opportunities with revenue attached, and a blueprint. Whether you build anything afterwards is a decision you make with the findings in front of you.

Direct
contact@eramintelligence.com