A decision offer activity is used to decide which of a series of previously-executed test offers is to be treated as the ‘winner’ and sent to a target audience.
As an example, consider a batch audience, with three segments – two at 30% of the total targets, and one at 40%.
Basic Email Offer is sent to the first 30%, and Basic Email Offer 2 to the second.
A third segment from the audience is configured with a delay, which gives sufficient time for results of the preceding email offers’ execution to be gathered .
A decision offer is placed after the delay. It is configured to use the Basic Email Offers as test offers, with the 40% split as its input data. In addition, it is configured to send the winning test offer to its input data set.
‘Winning’, in this example, is defined as the email that received the highest proportion of click throughs as a percentage of the overall number of emails sent. Note that you can choose any valid fulfillment state – channel-supplied or custom – when setting the rules to determine the winning offer.
On executing the decision offer, it was determined that Basic Email Offer received a click-through rate of 10%, and Basic Email Offer 2, 15%. Basic Email Offer 2 is therefore the winner and is sent to the decision offer’s 40% input data set.
Note also that a decision offer is not limited to configuration with only two test offers – as many can be selected as required.