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In many cases the Rule identifies the person exposed to the touchpoint and then works out the most valuable type of response for them at that specific time. The type of response could be meeting a CX initiative, provide information around certain types of content or be more focused, encouraging them down the sales process with a tailored offer.
Once the decision has been made on the type of response to provide back many Rules then have a mechanism to lookup suitable content to provide back to the calling solution.
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