The decision engine:
- Determines the most profitable customers to pitch campaigns or offers to, based on the likelihood of a positive response
- Recommends the most relevant offers to customers at the appropriate time
- Coordinates with the content management system and outbound email system to ensure that a hyper-personalized email is delivered when a customer is matched with an offer
- Ensures a customer response is collected through integration with the email system
Customer responses to the decision engine are then fed back into a predictive analytics engine, which refines the engine’s algorithms so that it can make even better offers in the future.