Enterprise, SME and digital services teams

Give a small business customer marketing they can actually run

A shop on the operator's network wants customers. It has no marketing team, no agency and no budget for either.

View requirements The product that runs it: Enterprise & SME

A pilot's requirements are specified: the data, the authority and the consent design.

Seen by the customer · Web, English

From the record, not a run: what would reach them, on Web, App, SMS, Digital media, in English, Kiswahili, Local language.

The case

Annotated from the record

What happened

A merchant wants to create demand without agency cost or customer PII.

A shop on the operator's network wants customers. It has no marketing team, no agency and no budget for either.

What it reads

Business profile and category
Reachable audience in the area
Spend capacity and billing state

Checks before anything is sent

KYB, content, privacy, media budget and audience policy pass.

Every option considered, including doing nothing

Assisted campaign creation inside the operator's own channelConsidered
A managed option where the operator runs itConsidered
No action where the business has no reachable audienceConsidered

No action is a valid outcome, and it is recorded with its reason. Nothing is computed on this page: the options are the record's own, and no run has decided anything.

Evidence record

Preview

Reference: Issued when a run is saved. An evaluation that was never saved has none.
Decision: One of the options, including no action, with the reason.
Checks: KYB, content, privacy, media budget and audience policy pass.
Evidence kept: Brief
creative version
approval
spend
delivery
conversion trail
The measures: Subscription, AI credits, media fee and evidenced conversion.
Connection: Stated on every record. In the demonstration no operator system is connected, and each record carries that state.

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

The SME base is a customer segment most operators bill but do not serve.

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

Modelled not observed

No figure is modelled for this journey. The mechanism that could produce the result is stated instead.

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

Observed

Nothing yet. Measurement begins in a pilot’s validate stage, on your systems, against a comparison agreed first.

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

Assumptions, costs and the record’s five answers

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

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: Subscription, AI credits, media fee and evidenced conversion.
Running cost: Setup fee + annual product subscription; optional managed execution fee; optional verified-outcome fee with agreed baseline
What evidence supports it: Brief, creative version, approval, spend, delivery and conversion trail.

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 merchant wants to create demand without agency cost or customer PII.	Reads business profile and category, reachable audience in the area, spend capacity and billing state.
The decisionThe decision to be made.	Nothing reaches the customer yet.	Builds local creative, audience criteria, budget and channel plan.
The safeguardsThe conditions that stop it.	Still nothing. No action is sent until every check has passed.	KYB, content, privacy, media budget and audience policy pass.
The actionThe action that reaches the customer.	Publish the campaign through approved media and operator channels. Reaches them on Web, App, SMS, Digital media, in English, Kiswahili, Local language.	Recommends. The system that holds the right confirms, charges or provisions.
When it goes wrongRefusal, failure and recovery.	The addressable audience is too small for the campaign to be worth running.	The business is told so before spending, and offered a smaller option or none.
The resultThe change it made.	What changed for them is what is counted; nothing else is claimed.	Subscription, AI credits, media fee and evidenced conversion.
The proofThe proof anyone can check.	Can be answered for, later, from the record.	Brief, creative version, approval, spend, delivery and conversion trail.

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

Refusal, failure and recovery

What goes wrong

The addressable audience is too small for the campaign to be worth running.

What happens then

The business is told so before spending, and offered a smaller option or none.

The products in this journey

Runs the decision
Enterprise & SME
A merchant or a small business names a task; the relevant service, its owner and its channel follow, within the scope that is really built.
Contributes
Campaigns & Personalisation
the consumer side of the campaign the shop is buying
Contributes
Digital Commerce & Partner Ecosystem
where the media and the fulfilment are bought from a partner
The definition it demonstratesHeuriTel SME Next Best Product
Results it movesLaunch and monetise digital services · Grow customer revenue

Available to see today

A pilot's requirements are specified: the data, the authority and the consent design.

View requirements Request a working session