Is missing
Checks if the value for a data item is missing.
Useful when creating new Priority Rules.
Example Use Case
A mobile phone company wants to increase the rate of conversion on promotional offers for existing customers.
To achieve this goal, they want to ensure that a customer's previous purchase history is taken into account when MXO is deciding which promotional offer is the best one to display to that customer now.
If a customer has purchased a product before, and that information is available in the organizations CRM, it will be taken into account when prioritizing the best offer to display. If a customers previous purchase history is not available, offers will be prioritized solely on a combination of interest and marketing priority.
Example Eligibility Rule
if (Purchase Count of current Proposition is missing) then Interest and Marketing
priority otherwise Interest and Marketing priority * Purchase Count of current
proposition