SecurFinancial – Co-Branded Credit Card Eligible (AJO Campaign Orchestration)
Audience: Marketers, Solution Architects, Developers
Description: This document describes the SecurFinancial Co-Branded Credit Card Eligible use case for Adobe Journey Optimizer (AJO) Campaign Orchestration.
It explains how to build an audience from relational FSI data, where Recommendations contain a propositionName that includes both “co-branded” and “SecurFinancial”. The audience is then enriched with FSI relational data, and finally split by propensity (low vs high) to send the most relevant email communication to each customer.
Customer story: Maya (and David)
Maya
Maya is a SecurFinancial customer who has recently become eligible for a Co-Branded Credit Card offer.
In the system, one of her holdings or recommendations contains a propositionName that includes both “co-branded” and “SecurFinancial”, indicating that she qualifies for the campaign.
When the campaign runs in Adobe Journey Optimizer, the audience query identifies Maya as eligible. Her profile is then enriched with FSI relational data, including attributes such as:
- Name
- Email address
- Preferred communication channel
- Holdings
- Recommendations
- Recent events
Next, the campaign evaluates Maya’s propensity score to determine the most appropriate communication strategy.
Since Maya’s propensity score falls within the high-propensity band, she receives the high-propensity email. This email is designed to drive conversion and includes a strong message such as:
“You're Pre-Approved: Unlock Your Co-Branded Credit Card Benefits.”
David is another SecurFinancial customer who is also eligible for the campaign. Similar to Maya, one of his holdings or recommendations contains a propositionName that includes both “co-branded” and “SecurFinancial.”
This makes David eligible for the Co-Branded Credit Card opportunity.
However, David’s propensity score falls within the low-propensity band. While he is still eligible for the offer, the campaign chooses a different messaging approach.
Instead of receiving the strong conversion-focused email, David receives a softer, nurturing message, such as:
“Explore Your Co-Branded Credit Card Opportunity.”
This email focuses more on educating the customer about the benefits of the co-branded card, encouraging exploration rather than pushing immediate application.
Business context
Goal
Identify customers who are eligible for the SecurFinancial Co-Branded Credit Card based on their holdings or propositions, and send them the most relevant communication based on their propensity to convert.
- High-propensity customers receive a strong conversion-focused email encouraging them to apply.
- Low-propensity customers receive a nurturing or educational email designed to build interest.