Spend incentives where they earn a margin, and stop the discount that pays for a sale that would have happened anyway.
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.
For Commercial, CVM and finance teams accountable for retention and campaign spend and the margin it returns.
A retention campaign has a budget, a list of customers and a discount everyone on the list would receive.
For each customer on the list: an incentive, a smaller one, something that is not money, or 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
Before anything reaches the customer: Margin floor, incentive budget, price and catalogue, contact cap and consent checks pass.
What would reach them: Spend the incentive only where the margin clears, hold the rest, and route the budget question to finance with the evidence. On SMS, App, USSD.
For each customer on the list: an incentive, a smaller one, something that is not money, or nothing.
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.
The incentive, where the customer's margin clears the floor after it
A smaller incentive or a non-monetary alternative
Hold the spend and route the budget question to finance
No incentive, where the customer would have stayed
What it does
Three things it helps you decide or do.
See profitability by customer, product and campaign before spending
ARPU, margin and profitability by customer, product and campaign, with content, partner and AI margin included, are read before an offer's cost is set.
customer_id
account_type
tenure_days
active_products
recharge_30d
usage_30d
revenue_30d
last_contact
consent_status
outcome_label
Choose the incentive, discount or bonus that clears the margin floor, or none
Incentive, discount, bonus, promotion, subsidy and offer-cost optimisation choose from approved actions including no action, and a price or catalogue mismatch or a contact cap refuses.
Offer
service message
reward
channel change
human follow-up
suppress
do nothing
Measure the increment, not the spend
Retention and campaign spend are measured against a control assignment, with the revenue and outcome ledger showing what the spend returned.
Decision log
eligibility snapshot
price/order response
delivery receipt
control assignment
revenue/outcome ledger
The journey
Spend the incentive where it earns a margin, and nowhere else
No demonstration is configured for this product yet.
Commercial finance, CVM and campaign teams
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.
Nothing reaches the customer yet.
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 nothing. No action is sent 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, in Kiswahili, English.
Recommends. The system that holds the right confirms, charges or provisions.
When it goes wrongRefusal, failure and 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.
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
Incremental margin against a held-out group, net of the incentives paid.
Customer profitability, incentive cost, budget position, ranking reasons, control assignment, spend record and outcome ledger.
Technical detail
Inputs, decision logic, systems touched, records kept.
Four questions an evaluation asks in a different order every time. Every field is the workbook’s own, unedited.
What would we need from your systems, and how much history?
Attributes required
customer_id
account_type
tenure_days
active_products
recharge_30d
usage_30d
revenue_30d
last_contact
consent_status
outcome_label
Also useful, not required
Network experience
digital clickstream
complaints
location cohort
household/account links
partner purchases
8-12 weeks of customer, usage, revenue, product, contact and outcome history; stable customer key; one executable channel
How is the action chosen, and what stops it?
Actions it may choose between
Offer
service message
reward
channel change
human follow-up
suppress
do nothing
Conditions that stop execution
No consent
ineligible product
price/catalogue mismatch
contact cap
credit/fraud block
channel unavailable
control assignment
Fail closed on eligibility/consent/price; queue retryable events; do not duplicate orders; route exception to campaign operations
What does it connect to, and what stays authoritative?
Your systems involved
CRM/CDP
campaign manager
product catalogue
OCS
order management
billing
consent registry
Interfaces
Customer/profile API
catalogue/eligibility API
campaign API
charging/order API
consent API
outcome event API
Channels
SMS
USSD
app
web
WhatsApp
outbound call
agent desktop
Charging, billing, catalogue, consent and order systems remain authoritative; HeuriTel decides only within approved policy.
What is kept, and how would a claim be tested?
Evidence required
Decision log
eligibility snapshot
price/order response
delivery receipt
control assignment
revenue/outcome ledger
The measures
Eligible population
treatment rate
conversion
incremental revenue
ARPU
churn
contact rate
margin
opt-out
decision latency
Privacy and regulation
Purpose limitation
consent and suppression
data minimisation
retention
explainability for material customer effects
local marketing rules
Randomised holdout where feasible; intent-to-treat primary view; pre-declared denominator; guardrails for complaints, margin and opt-out
The 18 definitions underneath
18 in this product
HeuriTel Revenue GrowthDecision definitionHT-0220
Identify eligible records for revenue growth, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for arpu intelligence, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for margin intelligence, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for customer profitability, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for product profitability, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for campaign profitability, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for retention spend, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0226
HeuriTel Campaign SpendDecision definitionHT-0227
Identify eligible records for campaign spend, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for incentive optimisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for discount optimisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for bonus optimisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for promotion optimisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0231
HeuriTel Content MarginDecision definitionHT-0232
Select, bundle, sell and retain the right content margin proposition using eligibility, partner cost, entitlement and incremental margin controls.
/d/HT-0232
HeuriTel Partner MarginDecision definitionHT-0233
Identify eligible records for partner margin, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0233
HeuriTel AI MarginDecision definitionHT-0234
Identify eligible records for ai margin, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for commercial performance, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for offer cost optimisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for subsidy optimisation, 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 Revenue, Margin & Commercial Spend. The two links that matter first are the journey this page describes, and the rest of the family it belongs to.
Operations, Finance & Back OfficeForecast the cash, catch the invoice that does not add up and triage the internal request, with the discipline the customer decisions get.
