The Eastwind AdTarget campaign manager now includes two new functional modules that enhance personalized communication capabilities: the product catalog and NBO (Next Best Offer). These features enable faster campaign creation and improved campaign performance.
 

Product Catalog: Flexible Offer Management

 

Challenge  

Mobile operators and banks may have hundreds or even thousands of products for different customer segments. Previously, when creating campaigns, users had to manually enter each product and define its characteristics, which was time-consuming.
 

Solution  

We developed a product catalog—a list of all products with additional parameters for quick campaign setup and launch. Access to the catalog is permission-based and configured in the user profile.

In EW AdTarget, a product refers to any offer. For a telecom operator, this could be a rate plan, a bundle of minutes, or a service. For a bank, it might be a loan or a checking account. Products are uploaded to the system automatically. Each product card includes three key components: attributes, actions, and content.

— Attributes: editable product characteristics. For telecom—data volume, minutes, SMS. For banking products—interest rate, term, limits.

— Actions: business transactions involving products, such as activating or deactivating a service. Users can create multi-step workflows within a single action. For example, after activating a voice bundle, a mobile data package can be added as a bonus.

— Content: message templates for all channels, including digital ones such as SMS, email, USSD, Flash SMS, in-app content, and website banners. Messages can include dynamic fields such as the customer's name.

The product catalog simplifies campaign management: there's no need to describe products manually, build workflows from scratch, or write offer texts for every campaign. Users can simply select the necessary parameters from a drop-down list and adjust them if needed.


Product attributes are editable: They can be reused and customized across different campaigns


The product catalog comprises content for all communication channels, including mobile apps and landing pages
 

NBO: Automated Selection of the Best Offer

 

Challenge  

Customer LTV growth is directly linked to offer personalization. While the campaign manager already supported advanced segmentation to address individual customer needs, the setup process was time-consuming and required a high level of expertise. Marketers had to manually select customer groups for each product, create separate branches in the campaign flow, write offer messages, and configure business transactions. We set out to simplify this process.

 

Solution  

NBO (Next Best Offer) is now supported within campaign flows. The marketer selects a target group, and the system automatically identifies the best product for each subscriber, pulling the appropriate content and actions from the product catalog. Dynamic parameters can also be used in communications by referencing product attributes—such as bundle size or service duration—directly from the catalog. This significantly simplifies campaign setup and enables effortless hyper-personalization.

With NBO enabled, the system automatically selects the most suitable offer, its wording, and the communication channel—no manual input required.

How NBO works:  

— The ML model analyzes the customer profile and generates a list of products best suited for that individual.  

— It calculates a Score for each product—an expected revenue uplift from activating the service.  

— Based on the Score, each product is assigned a rank. Campaign settings allow you to define the maximum product rank to include, as well as limits on how many times each offer can be shown.

Example: In an upsell campaign, you can select the top three most profitable products and set a limit of two impressions per offer. The offer will be sent to the customer twice, then the system automatically switches to the next product. Once a product is activated or reaches the impression limit, it’s removed from the campaign, and NBO recalculates the priorities.

When a campaign is created in NBO mode, the offer, actions, and content are selected automatically
 

Enhanced Reporting

We’ve upgraded the reporting capabilities of EW AdTarget to cover more data with greater customization options.

What’s new in reporting:

— Reports now include message deliveries received within 24 hours after the campaign ends, providing a more accurate view of communication performance.

— Reports can be generated based on goals over a custom time period or a defined number of past months, offering flexible analytics tailored to any business need.

— Reports for completed and canceled campaigns are now updated on schedule until the campaign ends, allowing you to access current data even after campaign activity stops.

— A new metric, "Number of new campaign participants," has been added to the detailed report, helping to track user engagement and reach.

These improvements provide a comprehensive view of campaign performance, enabling timely adjustments to optimize results.
 

Other EW AdTarget Enhancements That Improve Usability

1. Flow Logic Error Protection  

The system now alerts users when they attempt to save or launch a campaign that lacks a final block, filters, or wait parameters. This prevents subscribers from getting stuck in the flow and ensures campaigns run more accurately.

2. Default Schedules for Push/Pull Notifications and Business Transactions  

You can now set standard schedules for different types of messages. This saves time during campaign setup and reduces the risk of errors.

3. More Convenient Audience Segmentation  

It’s now possible to copy multiple flow blocks at once. This streamlines work with complex segments and speeds up configuration.

All these updates make working with the campaign manager faster and more reliable.  

Schedule a demo to see EW AdTarget in action.