Creating offers
In this exercise, you'll set up offers using Adobe Experience Platform's Experience Decisioning capability.
Experience Decisioning allows you to deliver the best offer and experience to your customers across all touch points at the right time. It consists in two main components:
- The Centralized Offer Library which is the interface where you create and manage the different elements that compose your offers, and define their rules and constraints.
- The Decision Engine which leverages Adobe Experience Platform data and Real-time Customer profiles, along with the Offer Library, in order to select the right time, customers and channels to which offers will be delivered.
Offer overview
To get an overview of all offers in Adobe Experience Platform:
- In the menu on the left side, under Decision Management, click on Offers. You will see a dashboard with information on your offers, collections and decisions.
- Click on Offers at the tab bar. You will see an overview of all existing offers.
Creating an offer
We're creating an offer for regular horse racing customers who haven't bet on upcoming races. Offers will vary by customer value tier. If a tier has multiple offers, the one expiring soonest ranks highest.
Click on + Create offer. Choose Personalized offer and click Next. The offer creation wizard will open, containing 4 steps. Details, representation, constraints and review.
Offer details
- Set the name to [your name] - Free bet offer.
- Set the start date to today's date.
- Set the end date to any future date.
- Select the collection qualifiers Horse racing.
- Your screen should look like the image below. Click Next.
Add constraints
In this step you define what customers are eligible to receive this offer as well as the priority this offer has. In our use case we want all customers that have shown interest in home loan product to be eligible to receive this offer.
- For Offer eligibility choose Visitors who fall into one or multiple audiences.
- Find an drag the audience called Customers of value tier 30 - 70 onto the box under offer eligibility.
- We wont add any priority rules. Priority is used whenever a profile is eligible for multiple offers, the offer with the higher priority will be selected.
- We won't add any capping rules.
- Your screen should look like the image below. Click Next.
Add representations
Representations are ways this offer can be displayed. This allows you to manage how the offer is presented to the customer on various channels. For our use case we'll only need an email image offer.
- For Channel, choose Email.
- For Placement, choose Email - Image.
- Pick an asset from the Asset library. Click on Browse. This will open Assets Essentials. Search for free-bet-money-offer and select the asset free-bet-money-offer.png and click Select.
- Your screen should look like the image below. Click Next.
Review
In the review step you'll see an overview of your offer. Check if it's correct and click on Finish. A window will show, choose Save and approve.
You will be taken to the Offer overview screen.
Creating two more offers
We need to create two more offers for the different value tiers.
If you want to skip this section, use the already created offers below and go to the next section.
- Sky Bet - boost offer
- Sky Bet - money back offer
If you want to create your own version, repeat the same process above with the below differences.
Money back offer
- In the Offer details, set the name to [your name] - money back offer
- In the Offer constraints, add the audience called Customers of value tier < 30 onto the box under offer eligibility.
- In the Offer representation, add a different asset from Asset library by searching for money-back-offer and select the asset money-back-offer.png.
Boost offer
- In the Offer details, set the name to [your name] - boost offer
- In the Offer constraints, add the second audience called Customers of value tier > 70 onto the box under offer eligibility.
- In the Offer representation, add a different asset from Asset library by searching for boost-offer and select the asset boost-offer.png
Collections
Collections are used to manage offers in logical groups and are required to build Offer Decisioning activities. Dynamic collections allow you to group offers based on qualifiers, while static collections allow you to manually curate the offers.
Click on Collections at the tab bar. You will see an overview of all collections.
In our email, we want to include a personalized cross-sell offer. For this we'll need to create a collection to group all cross-sell offers.
- Click on + Create collection. A window will open. Enter [your name] - Horse racing retargeting as the name for your collection and select Create dynamic collection. Click Next to create the collection.
The window will close and you'll be in the collection. Here you can define what qualifiers need to be included in your dynamic collection.
- Change to Has all collection qualifiers. This means an offer needs to have all given qualifiers in order to be part of this collection.
- Now let's add qualifiers to the collection. Typing in the field will trigger a dropdown for you to select the qualifier. Add the qualifier Horse racing.
You see a lot more offers created during the workshop as everyone has used the same collection qualifiers.
Click on Save. You'll be taken to the Collections overview screen.
Ranking
Ranking formulas empower marketers to dynamically prioritize offers based on contextual and temporal factors, ensuring the most relevant content is presented to each customer. Unlike static priority scores, these formulas allow for real-time adjustments by leveraging attributes such as profile data, context information, and offer metadata. By integrating these variables, businesses can fine-tune their offer strategies to align with customer behaviors and preferences, enhancing engagement and conversion rates. 
In our example, to emphasize time-sensitive promotions, a ranking formula can be implemented to triple the priority of offers that are set to expire within the next 24 hours.
To create a new ranking
- Go to Components in Decision Management menu.
- Go to Ranking tab.
- In the Ranking rab, click Create Ranking button on the top right.
- Add name as [your name] - Offer ranking based on expiry
- (Optional) Add description as If the offer end is less than 24 hours from now, increase the offer priority by 3 times.
- Use the below formula in the formula field. if( offer.selectionConstraint.endDate occurs <= 24 hours after now, offer.rank.priority * 3, offer.rank.priority)
Click Save.
This formula ensures that offers nearing their expiration are given precedence in the decisioning process, thereby increasing their visibility and the likelihood of customer engagement before the offer period concludes.
In addition to rule-based formulas, Adobe Journey Optimizer offers AI-powered ranking models that can automatically determine the most suitable offers for each customer. To learn more about creating and applying AI models in Adobe Journey Optimizer, refer to the documentation.
Decisions
Decisions are containers for your offers that will leverage the Decision Engine in order to pick the best offer to deliver, depending on the target of the delivery.
Click on Decisions at the tab bar. You will see an overview of all decisions.
Click on + Create decision. The decision creation wizard will open, containing 4 steps. Details, Add decision scopes, Add fallback offer and Summary.
Decision details
- Set the name to [your name] - Horse racing re-engagement.
- Set the start date to today's date.
- Set the end date to December 31st.
- Your screen should look like the image below. Click Next.
Add decision scopes
In this step you can define the scope of your decision. You can define what placements an collections should be considered by the Decisioning Engine.
- Set the Placement to Email - Image.
- In Evaluation criteria, click + Add
- Pick your collection from the list and click Add. If you didn't create a collection, you can use Horse racing re-engagement.
- Leave the eligibility on None.You can additional eligibility rules here that will apply to every offer within the collection. Since we have already added eligibility on offer level, we dont need to configure anything here.
- Pick the ranking method as Formula. Click on Add ranking and in the popup select your ranking formula. If you haven't created one, use Offer ranking based on expiry.
- Your screen should look like the image below. Click Next.
Add fallback offer
A fallback offer is an offer that can be displayed if the profile is not eligible to any of the offers within the scope. These are usually generic offers that will be relevant to anyone.
- Check the fallback offer Generic Horse racing Fallback Offer and click Next.
Review
In the review step you'll see an overview of your decision. Check if it's correct and click on Finish. A window will show, choose Save and activate.
You will be taken to the Decision overview screen.
We have now successfully set up out first Offer and Decision to be used in our email communication!