Creating offers

19 min

In this exercise, you'll set up offers using Adobe Experience platform's Decision Management capability.

Offer 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 Offer 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'll be creating an offer for the cross-sell products. On day 1 of the Labs, we generated content for different customer personas, we will use this output as the content for our offers. We will use the University-focused content in this example. Everyone that has is under the age of 25 and has a Lloyds Current Account should be eligible to receive this offer.

Don't feel like building the Offer, Collection and Decision yourself? You can choose pre-created decision when composing the Email: Lloyds Cross-sell Campaign .

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] - Cross-sell Offer - University Focused.
Set the start date to today's date.
Set the end date to December 31st.
Add the collection qualifiers Lloyds and products-generic.
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 need an email image offer and a web image offer.

For channel, choose Email.
For placement, choose Email - Image.
Pick an asset from the Asset library. Click on Browse. This will open AEM Assets.
Set the repository in the top left to DEMO POT EMEA Program dev
Navigate to the Lloyds folder and select an Asset you created in day 1 of the Bootcamp.

Add a second representation for the web image offer:

Click +Add Representation from below the representation you just created.
For channel, choose Web.
For placement, choose Web - Image.
Pick an asset from the Asset library. Click on Browse. This will open AEM Assets.
Set the repository in the top left to DEMO POT EMEA Program dev
Navigate to the Lloyds folder and select an Asset you created in day 1 of the Bootcamp.
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 equipment to be eligible to receive this offer.

For offer eligibility choose By defined decision rule.
Find and drag the Decision rule called Lloyds - University Focused onto the box under offer eligibility.
Set the priority of the offer to 10. Priority is used whenever a profile is eligible for multiple offers, the offer with the higher priority will be selected.
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.

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 offer. For this we'll need to create a collection to group all cross-sell product offers.

Click on + Create collection. A window will open. Enter [your name] - Cross-sell Products 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 qualifiers Lloyds and products-generic.

You see a lot more offers created during the bootcamp as everyone has used the same collection qualifiers.

Click on Save. You'll be taken to the Collections overview screen.

Decisions

Decisions are containers for your offers that will leverage the Offer 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, decision scopes, fallback offer and review.

Decision details

Set the name to [Example] - Lloyds Cross-sell Campaign.
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 Offer 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 Lloyds - Cross-sell Products.
Set the Eligibility to Audiences , and Click Add audiences.The eligibility rule here will apply to every offer within the collection.
Select the audience Lloyds - Submitted PCA Application from the list of audiences and drag it under the Audience constraint. Click Select.
Leave the ranking method on Offer priority.You can add more complex offer ranking here through the use of ranking formulas and AI models.
Your screen should look like the image below. Click Next.

We need to add a second Decision Scope for the Web offers:

Click the + icon next to Decision scopes (1)
In Decision scope 2, set the Placement to Web - 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 Lloyds - Cross-sell Products.
Set the Eligibility to Audiences , and Click Add audiences.The eligibility rule here will apply to every offer within the collection.
Select the audience Lloyds - Submitted PCA Application from the list of audiences and drag it under the Audience constraint. Click Select.
Leave the ranking method on Offer priority.You can add more complex offer ranking here through the use of ranking formulas and AI models.
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 Lloyds - Cross-sell 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 offers.