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Activation and orchestration
Decisioning
Automated selection of an action
Decisioning evaluates eligibility, priority, and constraints to choose content, an offer, or an action in context. It can operate in batch or during a request.
- When it applies
- It adds value when several journeys or channels repeat the same choice, or when request context must change the response at that moment.
- What it is confused with
- It is not the full journey or channel rendering. It decides what should happen; orchestration keeps sequence and the channel presents the result.
- Architecture consequence
- Inputs are separated by how long each one lasts: stable facts in the profile, self-changing data through a dataset lookup, and context in the request itself.