Real-time Decisioning

Deliver the right offer to consumers no matter when, where and how they want to engage with your brand.


Customers are inundated by offers throughout the customer journey — across emails, text messages, websites, direct mail, mobile applications, call centre interactions and more.

The Adobe Journey Optimizer decision management service allows brands to create, manage and determine the personalised next best offer for individuals using a real-time customer profile, central offer management and both rules-based and intelligent decisioning.


See what makes real-time decisioning work.

A single source of truth

Base decisions on Adobe’s real-time customer profile that unites enterprise, customer and contextual data.

Intelligent ranking

Develop and apply AI-driven ranking strategies that personalise or optimise unique business goals.

Dynamic ranking formulas

Build customised ranking formulas using dynamic scripting via Adobe’s profile query language.


Deliver offers across the entire customer journey, from email to web to mobile apps to call centres and beyond.

Headless APIs

Use batch and real-time decisioning APIs for direct access on any Internet-connected surface, screen or touchpoint.

Dynamic eligibility

Create eligibility rules for offers or groups of offers based on behaviour, segment membership and real-time profile data.

One-to-one personalisation

Individualise offers with dynamic content and objects using Handlebars.

Embedded assets

Link offer content from Adobe Experience Manager Assets Essentials.

Message designer

Enjoy a drag-and-drop message designer with out-of-the-box templates, rich-text editing and no-code design.

Tags and collections

Generate static or dynamic collections of offers and decisions using tagging and grouping capabilities.

Learn more about advanced customer journey orchestration with Journey Optimizer.

Learn more


How to demystify decisioning and orchestration.

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