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How Personalized Promotions Work in Loyalty Management
Personalized Promotions replace a single fixed target with individualized Easy, Moderate, and Hard targets for each of your program members. Sourced from a predictive AI model or an external model, personalized targets determine how members enroll in, qualify for, and earn rewards from a promotion.
Required Editions
| Available in: Lightning Experience |
| Available in: Enterprise, Performance, Unlimited, and Developer Editions with Loyalty Management |
What are Personalized Targets
A standard promotion rule applies one hardcoded target to every loyalty program member. For example, a rule awards 500 points to any member who spends $100. For highly engaged, longtime members, that target is too easy to be meaningful, while for newer or less active members, the same target can be out of reach.
Personalized Promotions replace the single, hardcoded target with personalized targets. Based on your promotion type and requirements, you can generate and use one personalized target or up to three incremental targets–Easy, Moderate, and Hard–for each member. For example, for a customer with a $50 average historical spend, the model generates easy, moderate, and hard targets of $60, $75, and $90. For a $100 spender, it generates targets of $120, $150, and $180.
You can use these personalized values in promotion templates such as the Engagement Trail template in Single Activity Mode. For example, two members are enrolled in the same promotion, which offers these rewards at each target level:
- Easy: Get 500 bonus points at the easy target.
- Moderate: Get 1,000 additional bonus points at the moderate target.
- Hard: Get 1,500 additional bonus points at the hard target.
For the $50 spender, the targets are $60, $75, and $90. For the $100 spender, they're $120, $150, and $180. Both members earn the same rewards, just at different, personalized spend amounts. If either member reaches the hard target in a single transaction, they earn all three rewards, for a total of 3,000 bonus points.
How to Set Personalized Targets
Here are the ways to source personalized targets:
- Predictive AI Model: Use Scoring Framework in Salesforce to train a model on your loyalty program's transaction history and customer attributes, such as tenure. Then, generate predictions and write them to a data model object (DMO). When a customer enrolls in a promotion, the data in the DMO is copied to the promotion party usage record, which is used to track member targets and progress.
- External Model: Import data from an external model into Promotion Party Usage records. See Turn On Global Promotions Management.
Supported Promotion Templates
| Promotion Template | Supported Personalization Sources |
|---|---|
| The Engagement Trail template with Single Activity Mode enabled | Predictive AI Model, External Model |
| Pricing Templates | External Model only |
Promotion Enrollment: How Personalized Targets are Used
Based on the personalization source, Loyalty Management uses Promotion Party Usage records or data model objects to get personalized values during enrollment.
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Predictive AI Model: A member can enroll in a promotion only if the output data model object contains the personalized values for the member and the promotion. See Enrollment Behavior for Predictive AI Model Promotions.
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External Model: A member can enroll in a promotion only if the promotion party usage record is created and contains the personalized values.
See Enroll for Promotions and Enroll in Promotion Process Template.
Promotion Eligibility: How Personalized Targets are Used
The personalized source determines how Loyalty Management checks promotion eligibility. In addition to the existing checks, the Eligible Promotions List (POST) API evaluates eligibility based on the availability of personalized values promotion party usage records.
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Predictive AI Model: No additional checks are performed to determine eligibility.
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External Model: A member is eligible for a personalized pricing promotion only if personalized targets are populated in the Promotion Party Usage record.
To learn about the API and other checks, see Eligible Promotions API.
Promotion Processing: How Personalized Targets are Used
When Loyalty Management applies a promotion's reward to a member, it uses the promotion's configuration and the member's personalized targets stored in the Promotion Party Usage records to calculate the reward. For example, the Transaction Journals Execution API uses personalized targets when it processes a member's transaction.
