Never A Followed By B rule

Use the Never A Followed by B rule to prevent a customer who just received one offer from receiving another offer for a certain time period. It does not prevent the customer who received the second offer from receiving the first offer.

The Never A Followed by B rule is unidirectional, meaning that it enforces suppression of offers in one direction only. The Never A with B rule is bidirectional, meaning that offers are not allowed together regardless of sequence. You can refine the Never A Followed by B rule by customer segment, channel, and offer set.

Use this rule to ensure that the order of offers makes sense from a customer-service perspective. For example, break your offers into low and high tiers. Use this rule to enforce that customers who receive a high-tier offer cannot receive a follow-on low-tier offer within the same 30-day period.

The following are examples of particular constraints you can apply with this rule:

  • Do not follow a better offer with a worse offer. For example, do not send an offer for 10,000 frequent flyer miles and then send an offer for 5,000 miles.
  • Do not send a negative offer following a positive offer. For example, do not send a cross-sell offer a few days after you lowered a credit card credit limit.