Campaign Types within a Plan
Each Intelligent Delivery plan is composed of one or more individual campaigns. When you click Add campaign inside a plan, the platform asks you to select a campaign type. Each type pre-configures part of the audience logic to match a specific marketing objective, but the team still reviews the Audience, assigns coupons, and approves or rejects the forecast before launch.
Campaign Types
| Type | Business Objective | Audience Logic |
|---|---|---|
| Custom | Freeform planning for selected Audiences | Select one or more saved Audiences and configure whether each coupon affects the full cart or a product category |
| Supplier | CPG or partner-funded activation | Select supplier/product scope and configure up-selling, cross-selling, or both for a brand/supplier objective |
| Recovery | Re-engage Customers who have stopped buying | Filters Customers who have not purchased within a configured period, optionally restricted by an Audience |
| Up-selling | Increase value in a product category | Filters Customers who are already buying in a category and targets them to buy more or at a higher value |
| Cross-selling | Drive purchase in a new category | Filters Customers who bought in one scope but have not bought the target scope within a configured period |
Campaign Creation Flow
All campaign types follow the same four-step wizard inside the plan:
| Step | What happens |
|---|---|
| Campaign Type | Select the campaign type: Custom, Supplier, Recovery, Up-selling, Cross-selling, or 1-to-1 if enabled |
| Campaign Definition | Configure the business objective, name, category, product/supplier scope, restricted Audience, or custom Audience actions |
| Audience | Review calculated audience rows, assign or create coupons, adjust estimation inputs, and optionally configure omnichannel splits |
| Forecast | Review projected KPIs and approve, reject, save, or recalculate the campaign |
Step 1: Campaign Definition
Configure the campaign name and type-specific parameters:
Recovery
| Field | Description |
|---|---|
| Campaign name | Internal name |
| Restricted segments | Optional audience filter to narrow the recovery pool |
| Period | How long since last purchase: 1 month, 3 months, 6 months, or 1 year |
| Have bought | Include Customers who have made at least one purchase |
Up-selling
| Field | Description |
|---|---|
| Campaign name | Internal name |
| Taxonomy | Product classification to target |
| Product category | Specific category within the taxonomy |
| Restricted segments | Optional audience filter |
| Up-selling checkbox | Check to configure the "from–to" period for regular purchaser definition |
Cross-selling
| Field | Description |
|---|---|
| Campaign name | Internal name |
| Taxonomy | Product classification for the target category |
| Product category | Category the Customer has not yet bought |
| Restricted segments | Optional audience filter |
| Period without purchase | 1 month, 3 months, 6 months, 1 year, or "have never bought" |
| Has bought in last 12 months | Optional: include only Customers with at least one purchase in the past year |
| Active Customers | Optional: include only Customers who have bought at least once in any store |
Custom
| Field | Description |
|---|---|
| Campaign name | Internal name |
| Campaign category | Mandatory category used later for grouped forecast and ROI analysis |
| Audience segments | One or more saved audience segments |
| Affectation | Whether the coupon applies to the full cart or a specific product category |
Supplier
| Field | Description |
|---|---|
| Campaign name | Internal name |
| Supplier | Brand, CPG, or supplier scope for the campaign |
| Up-selling / Cross-selling | Select whether the supplier campaign should grow spend, acquire non-buyers, or combine both |
| Scope | Category, white label, product, or supplier scope depending on company configuration |
| Period / has bought / active Customers | Purchase-history filters used to define the buying or non-buying audience |
| Campaign category | Category used for grouped budget, forecast, and ROI |
Step 2: Audience
After defining the campaign, the platform calculates and displays the audience table. Each row is an action: one Audience segment with its assigned coupon, delivery assumptions, and later forecast/ROI. A single campaign can produce several actions when it contains several Audiences or channel splits.
Key metrics and fields shown:
| Metric | Description |
|---|---|
| Customers to impact | Estimated Customers in this segment (dynamic, may shift slightly) |
| Average Expenditure (€) | Average total spend by this segment |
| Average Purchase (€) | Average transaction value |
| Units / Purchase | Average units per transaction |
| Frequency | Average purchases per Customer during the plan period |
| PVP | Average retail price of products purchased by this segment |
| Daily Sales | Total daily sales generated by this segment |
| Seasonality | Seasonal behavior index for this segment |
| Control group | Number of Customers held out (calculated from the control group % configured for the company) |
| Coupon | Dropdown to assign a previously created coupon to this segment |
| Estimated redemption per Customer | Expected average number of redemptions per Customer |
| Estimated redemption (%) | Expected percentage of delivered coupons that will be redeemed |
| Estimated delivery (%) | Expected percentage of Customers who will receive or visualize the coupon |
| Coupon actions | View coupon, edit coupon, create coupon, recommend coupon, or assign coupon depending on permissions |
The Audience metrics (Estimated redemption %, Estimated delivery %) are editable here without overwriting the original coupon. Use these fields to tune the forecast in real time.
For omnichannel delivery, use Set action as omnichannel to split an action by channel priority. The audience can be split so Customers with an eligible email are contacted through email first, and SMS can be used as a later priority for Customers who cannot be reached through the first channel.
Step 3: Forecast
Once a coupon is assigned and the audience is confirmed, the Forecast step shows the projected campaign performance:
| Metric | Description |
|---|---|
| Impacted Customers | Customers who will receive the campaign |
| Maximum redemption per coupon | Number of times a voucher can be redeemed |
| Delivered coupons | Projected number of coupons delivered |
| % Estimated Delivery | Expected delivery rate |
| Estimated redemptions | Projected number of redeemed coupons |
| % Estimated redemption | Projected redemption rate |
| Discount cost | Total campaign cost |
| Incremental sales | Revenue uplift attributed to the campaign |
| Incremental ratio | ROI estimate |
| % Increase total sales | Sales growth vs. comparison period |
| Delivery cost | Estimated channel cost for email/SMS delivery when channels are configured |
| Coupon Cost | Total estimated coupon-related cost |
| Loyal Guru cost | Loyal Guru cost component shown separately when applicable |
At this step, you approve or reject the campaign:
- Approve — saves and approves the campaign (it will be included in the plan launch).
- Reject — marks the campaign as rejected (it will be excluded from the launch).
- Save and quit — saves as draft for later review.
- Calculate / Recalculate — refreshes audience or forecast values after changing coupon assumptions.
- Previous — returns to the previous wizard step; if coupon assignments changed, the platform may ask whether to keep coupons.