Strategy and treatment rules

An Interactive channel can have multiple marketing strategies. A Strategy, key focal point of Interact application, consists of a set of treatment rules. Treatment rules are also called Smart rules in Interact after version 12.0. Treatment rules assign an offer to a smart segment. These assignments are further constrained by the custom-defined zone that you associate with the offer in the treatment rule.

For example, you have one set of offers that you assign to a smart segment in the "login" zone, but a different set of offers for the same segment in the "after purchase" zone.

Each treatment rule also has a marketing score. If a customer is assigned to more than one segment, and therefore more than one offer is applicable, the marketing scores help define the offer Interact suggests. Offer score can either have static number score called Marketer score or dynamic score, which is defined as an expression (also called Predicate in Interact) of profile or offer attributes. Interact Runtime uses this expression to calculate the offer score based on attributes values at runtime. Offer Eligibility is the way to further determine if an offer is eligible or not even it is enabled. An offer is only eligible if it is falling into effective period (between Effective and Expiration date) and/or an expression is evaluated true at run-time. When Interact presents an offer to end users, instead of taking offer attributes’ values from the offer, Interact has the capability to override offer attribute values, even with an expression calculated from profile data at Interact Run-time. Users can define Parametrized Offer Attributes for the offer in a treatment rule. The offers the runtime environment suggests can be influenced by a learning module, an offer suppression list, and global and individual offer assignments.