This part of the Next-Best-Action strategy expands actions across active and eligible channels, applies the adaptive models, handles treatments and channels, and processes control groups.

• Action Scoring (Action Level Propensity) strategy

  The Action Level Propensity strategy is responsible for applying an adaptive model for each action and calculating the propensity across eligible channels.

• Treatments and channels

  The Treatments & Channels strategy first checks if treatment processing is enabled based on the Channel treatment processing real-time control setting in the Handle Treatment Processing Switch rule. If treatment processing is disabled, actions are not joined with their associated treatments, and treatment level analytics and other processes are bypassed.

• Control Group Processing

  This is the section in the Next-Best-Action strategy framework where a universal control group can be configured.