What is the next best message I can put in front of each and every one of my customers? This is a marketer’s million-dollar question which Adobe is trying to address with its latest application service called “Offer Decisioning”.
For the next best offer question to make sense, you need to consider it in the context of a channel and a marketing objective. If you do not narrow down the context, the answer will inevitably be “it depends”…
With Offer decisioning, the Marketer can prepare a selection of Offers (the variants) and the system will apply the declared rules to select the one most relevant to each customer.
It is important to note that in this context, the term Offer broadly refers to a “message”. Yes, it could be a discount, but it might be a loyalty message, a reminder to participate in a survey or even a product tip.
Example of offer categories – Adobe Summit
There are 3 main reasons why the “next best offer” approach is complicated.
As Adobe Campaign specialists, we cannot ignore the fact that the approach is the same as the one taken with the Interaction module. From what we have seen, most use cases could be addressed within the context of Interaction in ACC. Yet, it doesn’t mean this new approach isn’t valid.
What we see as significant improvements:
In our experience, Interaction is a powerful solution that many marketers find challenging to tame. The new offer decisioning tool is a validation that the approach was right whilst addressing the usability constraints. As an example, the in-context preview shown during the demo was particularly neat!
Illustration of an offer being inserted into an Email (Source: Adobe Summit Demo)
Devil is always in the detail and there is no doubt we will come back to this topic once we have explored and tested the solution in more depth.
As a final note, it was made clear that Offer Decisioning is not intended to replace Adobe Target. Target recommendations are algorithmic, whereas the selection criteria of Offer Decisioning are user-defined eligibility rules. Target uses the data of all customers which makes it particularly useful for anonymous web visitors whereas Offer Decisioning applies rules specifically in the context of a single customer’s data. The approach is different, more relevant to one-to-one CRM.
Offer management is discussed 22 minutes into the “Orchestrating Personalized B2C and B2B Customer Journeys at Scale” session
Create and Manage Personalized Next-Best Offers (23min – positioning and demo)
If you’d like to implement Offer Decisioning and are already an Adobe Campaign Classic client, don’t hesitate to get in touch to discuss the most appropriate solution.