About Inferred Responses

Response Definition functionality allows users to capture and persist inferred responses. An inferred response occurs when a customer does not respond in a concrete sense, but has changed his behavior in a specified manner over a specified time period. This differs from a hard response, where a customer explicitly accepts an offer through a conventional, direct channel, such as verbal acceptance of an offer by phone. Hard responses can also come through a conventional, indirect channel, such as clicking a link on a specific site.

Inferred responses are supported in the Response Definitions view. To see this view, navigate to the Program screen, Design, and then the Response Definitions view. A segment tree can define mutually exclusive inferences. For example, two response segments could be defined as:

• Customers who bought product X in the last 3 months.

• Customers who bought product Y in the last 3 months.

To prevent duplicate results, a segment tree can ensure that only one response record is created and only one follow-up action is taken.