Run every customer decision on one platform that keeps eligibility, consent, the control group and the outcome together.
Customer data, features, eligibility rules, the offer catalogue and consent feed one decisioning layer, and every decision is logged with the group it was assigned to and the outcome it produced.
For Data, decisioning and CVM operations teams who run decisions across markets and have to prove each one.
A customer event arrives and three rules, two models and a campaign all have an opinion about what should happen next.
The one action, if any, this event produces, and the customers held back so the effect can be measured.
The one action the rules, the models and the catalogue agree is permitted and bestConsidered
A control assignment, so this customer receives nothing and is measuredConsidered
A deferral until the missing data is freshConsidered
No action, logged with the rule that refusedConsidered
The safeguards, the action and the channels
Before anything reaches the customer: Data quality, eligibility, consent, contact cap and control assignment checks pass.
What would reach them: Execute the one decision through the system of record, or hold the customer back as a control, and log both. On App, SMS, USSD, Web.
Read the journey; a working session shows it running.
The one action, if any, this event produces, and the customers held back so the effect can be measured.
A customer event arrives. Three rules, two models and a campaign each want something to happen. Only one thing can, and somebody has to be able to say afterwards whether it worked.
The one action the rules, the models and the catalogue agree is permitted and best
A control assignment, so this customer receives nothing and is measured
A deferral until the missing data is fresh
No action, logged with the rule that refused
The decision, step by step
01Eligibility rules
02propensity/uplift or value score
03treatment constraints
04ranked action including no-action
05decision log
Charging, billing, catalogue, consent and order systems remain authoritative; the platform decides within approved policy and executes through them.
What it does
Three things it helps you decide or do.
Bring the customer's data to the decision, with its quality and lineage known
Customer data integration, a customer 360 data product and a feature store feed real-time and batch decisioning, with data quality monitoring and data lineage recorded beside them.
In the record’s words
customer_id
account_type
tenure_days
active_products
recharge_30d
usage_30d
revenue_30d
last_contact
consent_status
outcome_label
Decide within rules the operator approved, and stop when a rule refuses
Eligibility rules, the offer catalogue and consent enforcement decide what may be offered; a decision with no consent, an ineligible product or a contact cap stays unsent.
In the record’s words
No consent
ineligible product
price/catalogue mismatch
contact cap
credit/fraud block
channel unavailable
control assignment
Keep the decision log, the experiment assignment and the measured increment together
Every decision is logged with its eligibility snapshot and its control assignment, so incremental value is measured against the customers who were not treated, and models are monitored after they are deployed.
In the record’s words
Decision log
eligibility snapshot
price/order response
delivery receipt
control assignment
revenue/outcome ledger
The journey
Make one decision per customer, and keep the group you did not treat
Read the journey; a working session shows it running.
Step by step, from both sides
Decisioning, data and CVM operations teams
Step
What the customer experiences
What the operator does
The momentThe moment that started it.
A customer event arrives and three rules, two models and a campaign all have an opinion about what should happen next.
Reads the event and the customer's features at that moment, eligibility rules and the offer catalogue, consent and the contact cap, data quality and lineage of the sources.
The decisionThe decision to be made.
The customer's screen is unchanged.
Resolves one decision from the eligibility rules, the offer catalogue and the consent held, or no decision, and assigns the customer to a control group first.
The safeguardsThe conditions that stop it.
Still unchanged: the action waits until every check has passed.
Data quality, eligibility, consent, contact cap and control assignment checks pass.
The actionThe action that reaches the customer.
Execute the one decision through the system of record, or hold the customer back as a control, and log both. Reaches them on App, SMS, USSD, Web.
Recommends. The system that holds the right confirms, charges or provisions.
When it goes wrongThe failure, and the recovery.
The feature store is stale for one source and the decision reads yesterday's balance, so an ineligible customer is offered a pack they cannot pay for.
The data quality check refuses the decision, the customer is deferred rather than treated, and the source's freshness is flagged to data operations with the lineage.
The resultThe change it made.
What changed for them is what is counted; nothing else is claimed.
Outcome of treated customers against the control group, per decision version.
The proofThe proof anyone can check.
Can be answered for, later, from the record.
Event, feature snapshot, rule and model versions, eligibility result, consent, control assignment, decision log and outcome ledger.
Identify eligible records for heuritel platform, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0525
HeuriTel Customer Data IntegrationDecision definitionHT-0526
Identify eligible records for customer data integration, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0526
HeuriTel Customer 360 Data ProductDecision definitionHT-0527
Identify eligible records for customer 360 data product, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0527
HeuriTel Feature StoreDecision definitionHT-0528
Identify eligible records for feature store, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for real-time decisioning, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for batch decisioning, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for eligibility rules, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for offer catalogue integration, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for consent enforcement, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for decision logging, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for experiment assignment, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for incrementality measurement, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0537
HeuriTel Model MonitoringDecision definitionHT-0538
Identify eligible records for model monitoring, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0538
HeuriTel Data Quality MonitoringDecision definitionHT-0539
Identify eligible records for data quality monitoring, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0539
HeuriTel Data LineageDecision definitionHT-0540
Identify eligible records for data lineage, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for role-based access control, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for tenant management, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for multi-country configuration, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0543
HeuriTel Model DeploymentDecision definitionHT-0544
Identify eligible records for model deployment, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0544
HeuriTel Decision APIDecision definitionHT-0545
Identify eligible records for decision api, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for outcome capture, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
What does every product stand on, and who helps us put it in?
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