Online Actions display optimized content and promotions to customers in real-time, based on their current context. For example, a customer with an iPhone X browsing their provider's website may be shown an offer for upgrading to an iPhone 12.

Offline Actions are used in two different ways:

• Push Actions push information about a customer's current context to a different Touchpoint, for example, when a lead is generated and pushed to an insurance companies CRM for follow up by a call center agent as a result of a customer filling in a quote form on their website.
• Completion Actions work in a similar way to completion activities, allowing MXO to flag a customer as having completed against a single Proposition if the associated Eligibility Rule evaluates to true. Completion Actions can be used to track completions against add-ons or specific items in a shopping cart where additional data is required to determine of a completion has occurred. For example, when a customer decides to purchase add-ons, such as breakdown or legal cover when buying a car insurance policy. These add-ons are not necessarily available to purchase separately, they may only be checkboxes on the purchase page of a website. The value of the checkbox (whether it is selected or not) determines whether or not a completion has taken place for that add-on.

When specifying which Proposition to associate with an offline Action you can either specify a single Proposition or ask MXO to set the Proposition automatically. Setting the Proposition automatically allows you to use a single Action across different Propositions.

When setting the Proposition automatically, you must also specify which attribute MXO should use to look up the Proposition name at runtime. The attribute you specify must contain a value matching a Proposition code. You can capture the value to use as the Proposition code from a page element, URI parameter, or cookie value.

At runtime, when the Action is triggered, MXO maps the Proposition code to a Proposition name, ensuring the correct information is provided. For a Push Action this will determine which Proposition name is sent to the target system, for example, when a lead is generated. For a Completion Action, the customer is flagged as having completed against the Proposition matching the Proposition code.

You specify whether or not to set the Proposition automatically during the Action creation process.

The Actions page provides you with a list of all available Actions. You can also view the following details for each Action:

• Action Name.
• Action Type.
• Proposition to which the Action relates (optional).
• The Eligibility Rule that applies to the Action (optional).
• The marketing priority assigned to the Action.
• Whether or not the Action is enabled.
• Action Status; is the Action published or unpublished, or has it been modified?
• Date when the Action was last modified.
• Name of the last person to modify the Action.