Decide
Recommend the next-best incentive for the real customer state.
The Decide layer produces an Incentive Decision Record for every recommendation — mechanism, cap, audience, assumptions, and how it will be measured.
Customer state model
Recency, frequency, margin, and intent — reasoned about together, not in silos.
Mechanism selection
Value credit, service, timing, or advocacy — chosen against a merchant policy.
Confidence + assumptions
Every recommendation labels its confidence and states what it assumes.
Auditable decision log
Every decision, override, and outcome is written line-by-line for review.
What Decide does not do
It does not ship anything unattended.
Every recommendation is a proposal. Merchant approval — or a pre-agreed autonomous window with a hard cap — is required before it reaches a customer.
Decisions can be reversed and cohorts can be rolled back. That is the point.
- No blind autonomy — approvals or capped windows
- Reversible: every decision can be paused and rolled back
- Confidence is disclosed, not hidden
See a decision recommended live.
Pick one customer behavior. See the recommendation, the assumptions, and the proof plan before anything ships.