An interactive activity serves two purposes:
•It can be configured with an audience and be used to retrieve a set of records from the data warehouse that can then be acted upon by downstream activities within the workflow. Note that, in contrast to the batch audience , which executes once to retrieve a data set, an interactive activity can execute a number of times in accordance with its defined frequency settings, retrieving records all the while as they satisfy the rules defined in its audience and cumulatively building a dataset.
•If not configured with an audience, it can be placed downstream of an existing fulfillment activity (such as an offer or export) and can then be used to control the frequency at which another fulfillment activity, further downstream, will execute. For more details, please see Downstream Post-Fulfillment Activities.