Commercial finance, CVM and campaign teams

Spend the incentive where it earns a margin, and nowhere else

A retention campaign has a budget and a list. Everyone on the list would get the same discount, including the customers who were staying anyway.

Request a working session The product that runs it: Revenue, Margin & Commercial Spend

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Seen by the customer · SMS

From the record, not a run: what would reach them, on SMS, App, USSD.

The case

Annotated from the record

What happened

A retention campaign has a budget, a list of customers and a discount everyone on the list would receive.

A retention campaign has a budget and a list. Everyone on the list would get the same discount, including the customers who were staying anyway.

What it reads

Customer, product and campaign profitability
Incentive cost and the margin floor
Budget position for the period
Consent and the contact cap

Checks before anything is sent

Margin floor, incentive budget, price and catalogue, contact cap and consent checks pass.

Every option considered, including doing nothing

The incentive, where the customer's margin clears the floor after itConsidered
A smaller incentive or a non-monetary alternativeConsidered
Hold the spend and route the budget question to financeConsidered
No incentive, where the customer would have stayedConsidered

Doing nothing is one of the outcomes, and it is recorded with its reason. The options are the record's own; a run decides between them.

Evidence record

Preview

Reference: The reference of the saved run.
Decision: One of the options, including no action, with the reason.
Checks: Margin floor, incentive budget, price and catalogue, contact cap and consent checks pass.
Evidence kept: Customer profitability
incentive cost
budget position
ranking reasons
control assignment
spend record
outcome ledger
The measures: Incremental margin against a held-out group, net of the incentives paid.
Connection: Written on every record: the systems the run read, and the sample it ran on.

The shape of the record, with no values. A reference appears only after a run is saved.

The improvement, and how it is measured

Hypothesis

An incentive paid where it changed a decision earns its margin; one paid where nothing would have changed is the budget's leak.

Modelled

The mechanism that could produce the result, stated; the figure is measured in the pilot.

Observed

Measured in a pilot’s validate stage, on your systems, against a comparison agreed first.

The result, the mechanism, the measurement, and the record’s five answers

Desired result

Incremental revenue or retention; lower contact waste; improved conversion with margin guardrails

Mechanism

Ingest → qualify → score → apply limits/consent → assign control → execute approved action → capture delivery and business outcome → monitor/retrain

Measurement

Randomised holdout where feasible; intent-to-treat primary view; pre-declared denominator; guardrails for complaints, margin and opt-out

Measured on: Eligible population; treatment rate; conversion; incremental revenue; ARPU; churn; contact rate; margin; opt-out; decision latency

01
Desired result
The result wanted.
Incremental revenue or retention; lower contact waste; improved conversion with margin guardrails
02
Mechanism
The mechanism that could produce it.
Ingest → qualify → score → apply limits/consent → assign control → execute approved action → capture delivery and business outcome → monitor/retrain
03
Evidence required
The records kept to show it.
Decision log; eligibility snapshot; price/order response; delivery receipt; control assignment; revenue/outcome ledger
04
Costs and risks
The cost, and the ways it can go wrong.
Costs: Setup fee + annual product subscription; optional managed execution fee; optional verified-outcome fee with agreed baseline
If it fails: Fail closed on eligibility/consent/price; queue retryable events; do not duplicate orders; route exception to campaign operations
05
Measurement approach
The measure that shows it helped.
Randomised holdout where feasible; intent-to-treat primary view; pre-declared denominator; guardrails for complaints, margin and opt-out
Measured on: Eligible population; treatment rate; conversion; incremental revenue; ARPU; churn; contact rate; margin; opt-out; decision latency

Measured in the pilot's validate stage, on your systems, with the comparison agreed first. Every line above is the record's own design intent.

The business side

The change: Incremental margin against a held-out group, net of the incentives paid.
Running cost: Setup fee + annual product subscription; optional managed execution fee; optional verified-outcome fee with agreed baseline
What evidence supports it: Customer profitability, incentive cost, budget position, ranking reasons, control assignment, spend record and outcome ledger.

The journey in detail

Step by step, from both sides

Step	What the customer experiences	What the operator does
The momentThe moment that started it.	A retention campaign has a budget, a list of customers and a discount everyone on the list would receive.	Reads customer, product and campaign profitability, incentive cost and the margin floor, budget position for the period, consent and the contact cap.
The decisionThe decision to be made.	The customer's screen is unchanged.	Ranks an incentive, a smaller one, a non-monetary alternative or nothing for each customer against their profitability and the margin floor.
The safeguardsThe conditions that stop it.	Still unchanged: the action waits until every check has passed.	Margin floor, incentive budget, price and catalogue, contact cap and consent checks pass.
The actionThe action that reaches the customer.	Spend the incentive only where the margin clears, hold the rest, and route the budget question to finance with the evidence. Reaches them on SMS, App, USSD.	Recommends. The system that holds the right confirms, charges or provisions.
When it goes wrongThe failure, and the recovery.	The margin floor is set on the wrong pack and every incentive on the list clears it, so the campaign spends its budget on customers it did not need to keep.	The control group shows no lift, the spend is stopped at the next review, and the margin floor is re-set with the evidence before another period is paid.
The resultThe change it made.	What changed for them is what is counted; nothing else is claimed.	Incremental margin against a held-out group, net of the incentives paid.
The proofThe proof anyone can check.	Can be answered for, later, from the record.	Customer profitability, incentive cost, budget position, ranking reasons, control assignment, spend record and outcome ledger.

Operator systems remain authoritative. HeuriTel reads these to propose an action; it does not decide on their behalf.

The failure, and the recovery

What goes wrong

The margin floor is set on the wrong pack and every incentive on the list clears it, so the campaign spends its budget on customers it did not need to keep.

What happens then

The control group shows no lift, the spend is stopped at the next review, and the margin floor is re-set with the evidence before another period is paid.

The products in this journey

Runs the decision
Revenue, Margin & Commercial Spend
Customer, product and campaign profitability are read before an incentive, discount, bonus or subsidy is chosen, and every spend decision is measured against the customers who received nothing.
Contributes
Customer Growth & CVM
the customer decisions whose spend is judged here
Contributes
Pack, Pricing & Recharge
the pack ladder a discount is measured against
The definition it demonstratesHeuriTel Incentive Optimisation
Results it movesGrow customer revenue · Reduce avoidable service cost

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