Introduction to Dynamic Actions

Dynamic Actions are online actions that are sourced from either a Datastore or an external source accessible through a JSON Pull Web Service Adapter using a REST API call. Sourcing Actions externally minimizes the need to manage configuration, provides the ability to extend the action data model, and allows brands to handle actions at scale.

Style and Approach for representing Actions

There are two different approaches to consider for representing Actions: Library and Customer-Keyed.

The library approach allows MXO to consider the entire collection of Actions for any customer. This approach is best suited to Datastores, using the fixed-key configuration, and requires context-filtering to ensure best performance of the decisioning process. When using a fixed primary key, you must ensure you use the same value as the primary key for each row of customer data when you populate your datastore using the Datastores API.

The customer-keyed approach allows another tool, outside of MXO, to pre-allocate Actions for each customer, leveraging MXO to prioritize the best Action for any given interaction. This approach works best when making those Actions available to MXO through a JSON Pull Web Service Data Adapter, using a REST API call, and mitigates the need to synchronize large sets of data.

Creating and Managing Dynamic Actions

Creating and managing Dynamic Actions is a four-stage process:

  1. Create your Action Source.
  2. Create a Data Adapter to provide access to your Action Source.
  3. Create a Dynamic Actions template.
  4. Create an Optimization Point that uses Dynamic Actions.