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Sorting and Filtering Offers
Sorting offers is a critical element of providing "better" and "best" offers to a customer. If a contact qualifies for multiple offers, the offers can be sorted and filtered based on that contact's Personalization profile attributes. Profile attributes can be taken directly from the static or dynamic profile properties found in Personalization. Siebel Real-Time Marketing can use Siebel Personalization rules to create filter and sort specifications.
Real-time Marketing provides several ways to sort and filter offers:
- Standard sort based on targeting and offer name (default).
- Sort by offer metrics fields.
- Sort an Offer List Dynamically Using Profile Information.
- Filter an Offer List Dynamically Using Profile Information.
Using Standard Sort Based on Targeting and Offer Name
By default, the My Offer business component sorts any offers that are part of targeted marketing campaigns at the top of the offer list. Offers that are part of the default campaign appear next. Within each of these groups the offers will be sorted by name using ASCII sorting.
In standard ASCII sorting, numbers take precedence over letters and letters are listed alphabetically. The sort is case sensitive. Upper case letters precede lower case letters.
In Table 41, the standard sort specification will take the unsorted list in the left column and sort the list as shown in the right column:
Sorting by Offer Metric Fields
Custom Offer sorting can be accomplished in two ways. For a persistent sort customization, you can modify the Sort Specification property for the My Offer business component and recompile the SRF file. For sort specifications that you need for a limited set of campaigns or for situations that require dynamic sorting based on more complex logic, you can use a special profile attribute named MyOfferSortSpec.
You can establish a sort specification using the My Offer business component for offer fields such as Inbound Priority (the offer's importance to you) and Margin (the offer's advantage or profitability rating for you). These two fields exist specifically for sorting. For example, if you want to use Inbound Priority or Margin as a way to sort offers, you need to identify the meaning of the each value (high, medium, low, and so on) that you will apply to each offer. Table 42 contains an example of an uncomplicated matrix for Inbound Priority values.
This sample strategy allows the marketer to constantly prioritize new offers based on past offers. As new offers are created and old offers expire, the list of available offers for customers changes.
You can add an inbound priority and a margin value to each offer that you create. When you receive responses to the offer, you can sort them by that value. Table 43 shows a sample offer list sorted by Inbound Priority.
Table 44 shows the result of sorting the same sample list by the offer's Inbound Priority and then by Margin.
NOTE: The sequence of the two offers with a medium priority changed because one has a margin value of Medium and one has a margin value of Low.
Sorting an Offer List Dynamically Using Profile Information
Sorting based on real-time information is sometimes called dynamic sorting because the sort can change immediately upon completion of an action or activity. A dynamic sort specification is set as a dynamic profile property for a contact and overrides the default sort specs that were established in the business component definition in Siebel Tools.
Dynamic sort specifications for an offer applet can be setup in Siebel Personalization. It is invoked when you associate the applet that contains the content with a personalization rule set that contains a rule that sets the dynamic sort profile attribute.
The MyOfferSortSpec attribute can be set using a special business service method name RTM - Scores from Decision Broker.SetDynamicSortSpec. The most common way to execute this business service method is to define a personalization rule that is associated with the appropriate My Offer-based applet. For more information about creating Personalization Rules, see the sections about creating rule sets and rules in Personalization Administration Guide.
To create personalization rules to establish sort specifications
- From the application-level menu, choose View > Site Map > Personalization Administration > Rule Sets.
- In the Rule Sets list, create a new record.
- Type a name for the rule set in the Name field and select the Active check box.
- In the Rules list, create a new record.
- In the new record complete the fields using information in Table 45.
To create a rule set and associate it with an applet
- From the application-level menu, choose View > Site Map > Personalization Administration > Applets.
- In the Applets list, create a new record.
- Click the Name select button and select the applet you wish to associate with the rule set.
- Click the Conditional Expression select button.
- In the Expression Designer, create the expression you wish to use.
- Scroll down to the Rule Sets list and, in the Rule Sets list, create a new record.
- Click the Name select button and select the rule set you wish to associate with the applet.
- In the Sequence field, type 1.
Each rule should be assigned a number that establishes the rule set's order. Each rule set will be executed in sequence.
- Click the Conditional Expression select button.
- In the Expression Designer, create the expression you wish to use.
Filtering an Offer List Dynamically Using Profile Information
Real-Time Offers can be filtered to return an offers list based on customer profile information. The marketer may want to limit the types of offers displayed. A Personalization Rule can be set to include or exclude offers that have only specified attributes such as the following:
Activation Date < 30 days ago
Campaign Type = Retention
To create an offer filter rule set
- From the application-level menu, choose View > Site Map > Personalization Administration > Rule Set.
- In the Rule Sets list, select a rule set and scroll down to the Rules list.
- In the Rules list, create a new Rule and scroll down to the More Info form.
- In the More Info form, define the rules for the filter using information in Table 46.
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Siebel Marketing Guide Published: 23 June 2003 |