The one message, if any, that reaches this customer this week, its channel, and the fate of the others.
Three campaigns are eligible for the same customer this week. Each has a target. The customer has a contact limit and a complaint history.
The one campaign with the best fit for this customer, sent once
A different channel or time for the same message
Hold every campaign until the contact window reopens
No message, recorded with the reason
What it does
Three things it helps you decide or do.
See every campaign competing for one customer
Eligibility across campaigns, contact history and consent by channel are read together, so a conflict is visible before a send window opens.
customer_id
account_type
tenure_days
active_products
recharge_30d
usage_30d
revenue_30d
last_contact
consent_status
outcome_label
Rank, hold or suppress under the contact policy
One message, a different channel or time, holding everything and sending nothing are compared, and the frequency, suppression and consent checks can refuse.
No consent
ineligible product
price/catalogue mismatch
contact cap
credit/fraud block
channel unavailable
control assignment
Keep the send, the response and the contacts avoided apart
The delivery receipt, the response and the messages that were held are recorded separately, so a campaign's result is never the sum of what it wanted to send.
Decision log
eligibility snapshot
price/order response
delivery receipt
control assignment
revenue/outcome ledger
The journey
Send one relevant message instead of five competing ones
How a journey is assembled from a moment to its evidence.
Campaign, personalisation and contact-policy teams
Step
What the customer experiences
What the operator does
The momentThe moment that started it.
Three campaigns want the same customer in the same week.
Reads every campaign the customer is eligible for, contact frequency and the last message sent, consent by channel, suppression and complaint history.
The decisionThe decision to be made.
Nothing reaches the customer yet.
Ranks the one message worth sending, or none, against the contact policy.
The safeguardsThe conditions that stop it.
Still nothing. No action is sent until every check has passed.
Eligibility, consent, contact frequency, suppression and conflict checks pass.
The actionThe action that reaches the customer.
Send one message on the permitted channel at a permitted time, and hold the rest. Reaches them on SMS, App, WhatsApp, USSD, in Kiswahili, English.
Recommends. The system that holds the right confirms, charges or provisions.
When it goes wrongRefusal, failure and recovery.
Two campaign teams both believe their message went, and the customer receives neither, because the conflict was resolved after the send windows closed.
The conflict is decided before either window opens, both teams see which message won and why, and the held campaign is re-queued for the next permitted window.
The resultThe change it made.
What changed for them is what is counted; nothing else is claimed.
Response to the one message sent, against a held-out group and the contacts avoided.
Nothing has been observed for this product. Every line above is the record's own design intent; measurement begins in a pilot's validate stage, on your systems, with the comparison agreed first.
The business side
The change
Response to the one message sent, against a held-out group and the contacts avoided.
Identify eligible records for campaign management, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for campaign decisioning, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for campaign prioritisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for campaign conflict management, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for customer personalisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for offer personalisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0087
HeuriTel Contact PolicyDecision definitionHT-0088
Identify eligible records for contact policy, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for contact frequency, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for channel selection, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for send-time optimisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for journey management, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0092
HeuriTel A/B TestingDecision definitionHT-0093
Identify eligible records for a/b testing, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for holdout testing, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for campaign incremental revenue, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0095
HeuriTel Campaign ROIDecision definitionHT-0096
Identify eligible records for campaign roi, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for campaign performance, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for suppression management, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for treatment fatigue management, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Four stages, and what has to be true before the next one starts.
12-16 weeks to pilot; 2-4 additional weeks per market after reusable interfaces exist. A team of 8 roles, named in the record rather than promised.
01
Scope
One use case, one value unit and a denominator finance has agreed to. Without these there is nothing a later result can be compared against.
Confirm value unit
select use case
baseline denominator
02
Connect
The attributes mapped from your systems, and the decision and outcome interfaces working in both directions.
map attributes
integrate decision and outcome APIs
03
Validate
Eligibility agreed, a dry run with nothing sent, then a controlled pilot with a holdout that is actually respected.
build eligibility
dry run
controlled pilot
04
Operate
The live loop: decide, check, execute through your systems, capture what came back, and measure against the control.
Ingest
qualify
score
apply limits/consent
assign control
execute approved action
capture delivery and business outcome
monitor/retrain
Who does it. 1 telecom product lead · 1 CVM specialist · 1 data engineer · 1 ML engineer · 1 integration developer · 0.5 QA · 0.5 DevSecOps · 1 deployment coordinator
Four states are tracked, and each is assessed against your systems.
Readiness is assessed per client: nothing is offered as pilot-ready until your data, your integration and your authority have been checked.
Readiness
Needs client data and integration review
The client’s data and integration position.Runtime / build state
Target product definition
What exists as running software.Surface state
Not audited
Whether this product shows the entry anywhere.Client status
Not assessed
Where a named client has reached.
Next steps from here.
18 definitions sit under Campaigns & Personalisation. The two links that matter first are the journey this page describes, and the rest of the family it belongs to.
