Decision per customer
The ranked permitted action, its expected value and what it beat; or no action and why.
8 rows · Subscriber · Risk · Decision · Expected value (units)
Bought by CVM and Retention lead
One ranked, permitted action per customer moment — including no action — with the reason recorded.
Several campaigns want the same customer in the same week; contact fatigue and margin loss follow.
Demonstration available — A journey runs end to end on sample data, including its refusal and failure states. Runs today on a sample of your market; its workspace opens with Decisioning and Next Best Action.
The result, on the sample
5 of 8 customers get a permitted action worth 359 units in expected value; 3 get no action; 20 action-customer pairs refused by a gate or ineligible.
Sample. Choose your market to see this page, the workbook and the review in your currency and language.
Next-best-action and Retention DecisioningYour market · units
5 of 8 customers get a permitted action worth 359 units in expected value; 3 get no action; 20 action-customer pairs refused by a gate or ineligible.
Actions chosen5customers
Expected value359units
Left alone3customers
Share actioned62.5%
Decision Approve the 5 ranked actions (2 × Loyalty call with tailored plan, 1 × Bonus data on recharge, 2 × Recharge reminder) and leave 3 customers alone this week. If nobody acts: 8 customers receive whatever each campaign sends them, 4 of which the contact cap would have refused.
The other 2 measures the run holds
- 3 customers — Contacts avoidedcustomers the ranking left alone
- 62.5 % — Share actionedchosen over customers
See the product
The workspace, screen by screen.
The 7 screens a demo walks through, captured from the built product on sample rows. Sign in to run it on your own market and your own numbers.
1 of 7 · Overview The workbench: the tiles, the run, the ladder, the last run and the next step. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
2 of 7 · Sample The result on the sample: the headline and the tiles, each with its basis. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
3 of 7 · Sample The decision the engine proposes, and what happens if nobody acts. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
4 of 7 · Sample The checks the engine refused, each with its reason and its owner. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
5 of 7 · Your data Your data: the sheets, the template to download, and the review of what comes back. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
6 of 7 · Runs Every run, as it was computed, with the version it ran on. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows. 
7 of 7 · Decide The proposal to an approver, and what the approver sees. Captured on the built product, signed in as an analyst, on 2026-09-30. Sample rows.
Three things it decides
Each on your rows, each with its reason written.
Refusals
Every action a gate or an eligibility rule refused, named.
20 rows · Subscriber · Action · Gate · Because
Actions chosen
How many customers each action was chosen for.
- Loyalty call with tailored plan
- 2
- Bonus data on recharge
- 1
- Recharge reminder
- 2
What it needs from you, and how a pilot proves it
Response against a held-out group, and contacts avoided.
customers, actions and policies as three sheets: every action has a cost and an expected value per eligible customer; every policy gate names a field and a rule; the no-action alternative is always present. A subject column holds your own pseudonymous reference; a phone number, IMSI, IMEI or account number in it is refused, and the refusal names the column.
- The data you supply
- Customers, Actions, Policies — your own rows, on your own subject keys, through the same review the sample passes. Bring your data — the workbook out and back, after sign-in. Download the sample workbook
The 3 sheets, column by column
- Customersthe customers a decision is made for, with the signals the gates and the values read. Columns: subscriber_ref, tenure_months, monthly_spend, days_since_recharge, risk, contacts_7d, consent.
- Actionswhat could be offered: what it costs, how often it is taken, what it is worth, and who is eligible. Columns: action_id, name, cost, response_rate_pct, value_if_taken, minimum_risk, minimum_spend.
- Policiesthe gates every action passes: a field, an operator and a value. Columns: policy_id, field, operator, value, reason.
- The measure
- Counted once reconciled against your own records: response against a held-out group; contacts avoided against the send log.
- The approval
- A second person approves; the person who loaded the data cannot. The decision is audited with its reason.
The products and the streams it draws on
Runs on Decisioning and Next Best Action; draws on Customer Intelligence, Journey Activation, Experimentation and Value, Offer, Pack and Pricing Intelligence and the Customer Growth & CVM, Campaigns & Personalisation, Loyalty & Rewards streams of the catalogue. The lifecycle to live operation and the twelve-line contract are in the workbench, after sign-in.
See it on your own numbers.
Sign in with your work email; the sample is generated for your market and currency; change the values and run again. Or book a demo and we walk it with you.