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ES Loyalty 4.5.1 release notes

info

These release notes cover features introduced or completed since ES Loyalty 4.5.

What's in this release​

New features​

Member Scoring and Intelligence (General Availability)​

Overview​

Member Scoring and Intelligence (MSI) is now generally available for client usage and feedback. This release is intended to drive adoption of the feature across loyalty programs.

Why it's valuable​

Your marketing team can instantly segment loyalty members based on key metrics — such as purchase frequency, engagement, or value — through a guided AI interface. It's the fastest way to create smarter audiences and power more relevant campaigns.

What it does​

MSI lets you interact with your member data conversationally. It guides you through creating and managing segmentation scores — including Recency, Frequency, Monetary Value, Profitability, and Offer Engagement — with an AI engine that walks you through scoring methods, segment options, and saving results.

How you benefit​

Member Scoring and Intelligence puts advanced segmentation in the hands of every marketer — no SQL or data science required. You get quick access to meaningful member insights, reusable scoring models, and campaign-ready segments that improve targeting and drive results.

Details​

MSI supports two categories of member scores:

  • Descriptive scores: Built from user-defined parameters and transaction history using Snowflake database queries.
  • Predictive scores: Leverage machine learning models trained on user-defined parameters — such as churn threshold — to forecast member behaviors.

Descriptive score types:

ScoreDescription
RecencyHow recently members engaged
FrequencyHow often members interact
Monetary ValueMember spending patterns
ProfitabilityRevenue-to-cost analysis
Offer EngagementResponse to promotional efforts

The following is an example of a Recency score being generated using the MSI feature.

Once generated, scores can be used for targeting in offers, Audience Builder, and Audience Recommender through the Profile Attributes selector. Alternatively, when configuring an offer, you can select a targeting audience based directly on a member score.

During the score generation process, and before saving the score, you have the option to request an explanation of the scoring calculation or get AI-generated marketing ideas for how to use the score.

MSI helps marketers quickly tailor and generate the most common member score segments they need, significantly accelerating the process of building offers and audiences.

note

Do not use a score while it is still processing, as not all members may have been scored yet. Return to the main Member Score page, refresh the score manually or allow it to update, and confirm the score reaches Completed status before using it for targeting.

See also:

Reports — Tier Status Rollover​

Overview​

This feature delivers reporting for the previously released Tier Status Rollover capability, giving loyalty marketers a clear view of member tier movement between benefit periods.

Why it's valuable​

Loyalty marketers need a fast, clear view of how many members are upgrading, downgrading, or staying in the same tier each benefit period, in order to assess program vitality and retention risk.

What it does​

Consolidates granular Tier Rollover Detail data into an at-a-glance summary that tallies member upgrades, downgrades, and same-tier rollovers between benefit periods.

How you benefit​

You can instantly identify trends, fine-tune qualification rules, and craft timely outreach that boosts engagement and revenue — without having to analyze row-level reports.

Details​

The Tier Rollover report provides detailed tracking of tier movement scenarios. An existing Tier Rollover Detail report tracks member rollovers — upgrades, downgrades, and same-tier rollovers — by benefit period. This data is now also available in a new Summary view.

Each member always rolls over into the next benefit period with an assigned tier, either retaining their previous tier or downgrading to a lower one depending on contributions during the current and previous benefit periods.

Metrics tracked:

MetricDescription
Retention RatePercentage of members staying in the same tier across periods
Upgrade RatePercentage / count of members moving to a higher tier
Downgrade RatePercentage / count of members moving to a lower tier
Average Consecutive RetentionsAverage number of periods that members retained their tier
Spend to RetainAverage spend for members who are retained versus those who are not
At Risk MembersCount / percentage of members likely to downgrade in the next period
Rollover Policy ImpactComparison of retention stats pre- and post-feature launch
Tier HistoryPer-member tier progression over time
Movement MatrixNumber of members flowing between each tier at each period change

See also:

Enhancements​

Synchronize Account Status to External Partners​

Overview​

This enhancement adds account status synchronization to the ES Loyalty–Optimove integration, enabling external engagement platforms to distinguish between registered and unregistered members.

Why it's valuable​

Personalized onboarding messaging depends on knowing whether a member has completed registration. This sync enables tailored welcome communications that improve early conversion and engagement.

What it does​

Sends a member's account status (registered or unregistered) to your external engagement platform through server-side events, enabling distinct, personalized messaging and automated campaign flows.

How you benefit​

You can deliver the right message at the right time to boost early program engagement, while reliable sync logic and automated retry mechanisms ensure delivery accuracy.

Details​

Loyalty marketers and CRM specialists need enrollment data to distinguish between newly registered and unregistered members so that personalized welcome emails can be sent to improve conversion rates. Account status is synchronized through the Data Integration Gateway (DIG).

The flow works as follows:

  • Enrollment server-side events are sent to the external engagement platform and include account status.
  • Templates are created in the external engagement platform with personalized messaging for registered and unregistered members.
  • Triggered campaigns in the external engagement platform use account status to determine which message a member receives.

See also:

Fraud Plus — New Aggregations, Redemption Block Release, and Alert Enhancement​

Overview​

This release introduces a suite of enhancements to the Fraud Plus module, including new member-level fraud metrics, improved alert visibility in the Console, a new override capability for redemption blocks, and expanded identifier support in email alerts.

Why it's valuable​

This feature strengthens fraud protection and streamlines fraud investigation workflows, helping marketers better manage risk without compromising the member experience.

What it does​

Introduces new member-level fraud aggregations, enhances alert display in the Console, adds a console-based override tool to lift fraud-based redemption blocks in verified false-positive cases, and allows additional member identifiers to be used in alert emails.

How you benefit​

You gain more precise fraud detection, greater control over blocked redemptions, and faster resolution of legitimate member issues — contributing to reduced fraud losses and improved customer trust.

Details​

Three new member-level aggregations​

The following metrics are now supported at the member level across existing time granularities (daily, weekly, monthly):

  1. Points earned by a specific offer ID or set of offer IDs (for example, goodwill bonus offers)
  2. Discretionary points earned by a member (via a feed or through the Console)
  3. Number of transactions by member (as indicated by the Finalize API call)
Alert-only display in Console​

An alert may be sent to the client by email and displayed in the Console without an accompanying posture, in accordance with the rule configuration. When this occurs, the Context and Posture columns in the Flagged Behavior section display as N/A.

New override capability for redemption block advice​

When a BLOCK advice is issued against a member account, that account cannot redeem rewards until the block is investigated and removed. This enhancement allows a client agent to override the block directly from the Console in confirmed false-positive cases.

To override a block:

  1. Navigate to the member's page in the Console.
  2. Expand the Fraud Plus section.
  3. Click the override button in the row corresponding to the relevant advice.
  4. Specify the number of days the block should be overridden.

Once the override is applied, the Posture column updates to show BLOCK - OVERRIDDEN.

New identifiers in email alerts​

Previously, Fraud Plus email alerts grouped aggregations by Account ID only. This enhancement allows Loyalty ID or External ID to be used in addition to, or instead of, Account ID. All mapped identifiers are passed to Amazon Simple Email Service (SES) and substituted into the email template accordingly.

See also:

Sync EMD to Optimove via DIG​

Overview​

This enhancement enables Program Managers to select and synchronize Extended Member Data (EMD) attributes from the ES Loyalty Console directly to Optimove and other external engagement platforms.

Why it's valuable​

Marketers need streamlined access to rich member metadata across platforms to drive more personalized and effective campaign execution.

What it does​

Program Managers can choose which EMD attributes to sync to an external engagement service provider (ESP) directly from the Console, without requiring IT involvement or custom integration work.

How you benefit​

You gain direct control over which member data points are pushed to your engagement platform, accelerating activation of personalized journeys without needing custom integration work.

Details​

This enhancement syncs client EMD to an ESP out of ES Loyalty using the Data Integration Gateway (DIG). From the Console, a Program Manager can map EMD attributes to Optimove or to another designated external ESP for synchronization.

The Synchronize to External Parties page in the Console displays all available EMD attributes with their business unit and source, along with checkboxes to enable synchronization to Optimove, another ESP, or both.

See also:

Infrastructure updates​

OpenSearch Deprecation / Migration to Snowflake for List-Based Targeting​

Overview​

This backend update replaces AWS OpenSearch with Snowflake for list-based targeting of user profiles — Phase 1 of a broader OpenSearch deprecation plan.

Why it's valuable​

Enterprise marketers need fast, scalable, and reliable targeting capabilities to execute high-performance loyalty campaigns with precision and confidence.

What it does​

Transitions targeting list file processing from AWS OpenSearch to Snowflake, improving query performance, scalability, and future extensibility.

How you benefit​

You get enhanced reliability and speed for profile targeting operations, enabling more responsive and efficient campaign execution — with no changes required to your existing workflows.

Details​

ES Loyalty previously used AWS OpenSearch for a number of targeting file processing and querying functions. Developments in the OpenSearch product roadmap, combined with associated costs and quality issues, indicated that these functions would be better served by an alternative solution.

As part of Phase 1 of the OpenSearch deprecation plan, targeting list file processing has been transitioned to Snowflake. These changes are not visible to clients or Console users but increase the power and flexibility of targeting operations.

Phase 2 (a later release) will transition promotion and banner searches originating from the Console from OpenSearch to Snowflake.

See also:

Quality improvements​

Quality Improvement — Offer Validator Business Rules​

Overview​

This backend architectural improvement introduces an additional validation layer for offer configurations, preventing promotion setup errors from progressing to problematic downstream states in the system.

Why it's valuable​

Ensures that every promotion launched is accurate, compliant, and aligned with business intent — while reducing costly errors and the need for manual review.

What it does​

Introduces a flexible backend service that validates all offer configurations using centralized, JSON schema–based rules. The service automatically detects offer types and applies both standard and type-specific validations.

How you benefit​

You can create promotions with greater confidence, streamline approval workflows, and simplify ongoing maintenance through a single, consistent source of validation logic across your loyalty ecosystem.

Details​

Exchange Solutions has built a backend validation service for promotions (offers) driven by configuration-based rules. By centralizing all validation logic in one dedicated service, the system ensures quality across all offer creation paths — preventing misconfigured promotions that could negatively affect a client's program.

The offer validator has two layers:

  1. Offer Schema validation: Checks that the incoming offer's structure (fields and types) matches the required schema. Validates that required fields are present and that field values are of the correct type and format.

  2. Offer Archetype validation: Ensures the offer follows additional business rules based on its specific type. The offer's archetype is identified along with required flags from configuration, and each applicable business rule is evaluated to generate validation results.

Offer archetypes covered:

  • Frequency
  • Multi-behavior
  • Activity behavior
  • Redemption behavior
  • Non-points reward
  • Default (mass)

If validation errors are detected in the Console, the offer is saved as a Draft for investigation and a message window lists all errors for the user to address.

Once all errors are resolved, the user can Save and Publish the offer.

See also: