Planning offer templates and offers
Planning offers includes considering which template to use, which attributes are parameterized, whether you will use holdout control groups for cells assigned this offer, and other considerations.
Offers can vary in the following ways:
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Different parameterized offer fields, including valid and expiry dates;
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Different offer codes (number of codes, length, format, custom code generator);
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Custom attributes (which are exposed for a specific type of offer; for example, credit card offers have initial APR% and go-to rates; mortgage offers have payment frequency and term).
As a best practice, keep parameterized values in offers to a minimum. Most offer attributes should not be parameterized. You should create parameters only for those attributes that will not change the "essence" of an offer, such as effective and expiration dates.
Carefully consider the design of your offers and offer templates, as this can significantly affect how you can analyze and report on campaign details.
For information on working with offers, see the Campaign User's Guide.
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