PREMIUM Card Upgrade Prospects (AJO Campaign Orchestration)
Audience: Marketers, Solution Architects, Developers
Description: This document describes the PREMIUM Card Upgrade Prospects use case for Adobe Journey Optimizer (AJO) Campaign Orchestration. It explains how to build an audience from relational FSI data (Holdings with a serviceCategory and profiles with a propensityScore > 30), enrich it with profile and related entity data, change the dimension to Profiles, and split the audience based on propensity to upgrade.
Customers with high propensity receive the Black Card Prestige email, while other eligible customers receive the Platinum Benefits email.
Customer story: Sarah (and James)
Sarah
Sarah is a SecurFinancial customer. She has a holding with a service category (for example, a premium savings or investment product) and her propensity score is 52, which is above the 30 threshold.
When the PREMIUM Card Upgrade campaign runs, the audience query identifies her as eligible because:
- She has a qualifying holding
- Her propensity score is greater than 30
Her profile is enriched with FSI relational data such as name, email, preferred channel, city, and other attributes.
During the campaign execution, the audience is split based on propensity to upgrade. Since Sarah's score falls into the high-propensity band, she receives the Black Card Prestige email, personalized with attributes like First Name and CreditCardType, inviting her to explore the exclusive Black Card offer.
James
James is another SecurFinancial customer who also has a holding with a service category, but his propensity score is 48.
He still qualifies for the campaign because his score is greater than 30. However, during the propensity split, he falls into the lower propensity band.
As a result, James receives the Platinum Benefits email, which highlights enhanced rewards, lifestyle privileges, and priority support rather than the premium Black Card offer.
1. Business context
Goal
Identify customers who hold qualifying services and show a strong propensity to upgrade, and send them the most relevant PREMIUM card offer.
Use Case Name
PREMIUM Card Upgrade Prospects
Expected Outcomes
- Build an audience using relational data (Holdings + Profile attributes)
- Enrich the audience with FSI relational entities
- Change the audience dimension to Profiles
- Split the audience based on propensity to upgrade
- Deliver the appropriate email experience:
- High propensity → Black Card Prestige
- Other eligible → Platinum Benefits
2. Segment Definition (Query)
Starting Entity: Holdings
Query logic:
- Holdings where serviceCategory exists
- Profile attribute propensityScore > 30
Final segment definition:
Profiles that have at least one holding with a service category and a propensity score greater than 30.
3. Enrichment with FSI Relational Data
Before changing the dimension and performing the split, the audience is enriched with FSI relational data.
This enables:
Profile Personalization
Attributes such as:
- FirstName
- LastName
- PreferredChannel
- CreditCardType
- HomeAddressCity
- EngagementScore
- PropensityScore
Related Entity Data
Entities such as:
- Events
- EventDetails
- Recommendations
- Products
- Holdings
These entities can support:
- Conditional campaign logic
- Personalized email content
4. Change Dimension to Profiles
Campaign orchestration must operate at the profile level because each customer should receive one coordinated communication.
The initial query runs on Holdings, but delivery must occur at Profiles.
Action
In the Campaign Audience Builder, change the dimension to Profiles.
Input
Rows that match the relational query (Holdings + PropensityScore > 30).
Output
A profile-level audience, where each profile appears once with enriched attributes attached.
This aligns with the multi-entity segmentation model:
Entity query → Dimension change → Profile-level orchestration.
5. Split by Propensity to Upgrade
The final step is to split the audience so each customer receives the most relevant offer.
High Propensity
Example: PropensityScore ≥ 50
Email: Black Card Prestige Messaging: Exclusive premium offer
Other Eligible Customers
Example: PropensityScore 31–49
Email: Platinum Benefits Messaging: Elevated benefits and rewards