Strategies and treatment rules

When Unica Interact runtime environment receives requests for the upcoming best offers, it uses the given information to perform a lookup and runs a series of arbitration logics. A majority of these actions are done by processing treatment rules through strategies.

A strategy provide the following functionalities.
  • For the given segments for which the active visitor is assigned to and the interaction point are being requested for, it looks for the candidate offers or offers from an offer list, which are defined in the format of treatment rules.
  • For each candidate offer, it performs an eligibility test with the criteria defined with each treatment rule.
  • For each eligible treatment rule, a score is calculated, which can be dynamically based on each visitor’s real-time profile data and historic activities.
  • For each offer, its attributes values can be optionally personalized using the active visitor’s real-time profile data.

Strategies are child objects of interactive channels, and hence all its objects are valid only within the enclosing channel. As a core component, it references other objects defined in this channel or globally. So, some of those dependencies may be created beforehand elsewhere. An interactive channel can possess multiple strategies based on the requirements of marketers.

The following sections include details on most commonly used operations.