Intelligent Rollouts

Intelligent Rollouts automatically identify and distribute your best-performing message variant using real-time engagement data. This helps maximize conversions while the campaign is active, eliminates the manual effort of A/B testing, and minimizes exposure to less effective variants. They are powered by reinforcement learning (multi-armed bandit ) to dynamically optimize for the winning variant.

They are great for time-sensitive campaigns:

• Optimize flash sales — Test offers during a 12-hour sale, such as “20% Off” against another promotion, and let Airship shift more of the remaining audience to the offer driving more clicks.
• Tune newsletter subject lines — Send a weekly newsletter over a 24-hour window, compare subject lines, and deliver the better-performing version to more subscribers.
• Maximize holiday campaign engagement — Compare messages such as “Gifts for Her” and “Gifts for Him,” then increase delivery to the variant performing best with your general audience.

Workflow

Set up the experiment in three steps:

1. Create two or more message variants — Configure channels, content, and delivery settings for each variant.
2. Allocate an audience — Choose everyone or target specific users, then set the percentage that can participate in the experiment.
3. Schedule timing — Start immediately or at a scheduled time, then set a send window between 6 and 24 hours. The window gives Airship time to optimize delivery while the campaign is active.

After setup is complete, start the experiment. During the send window, Airship sends it in batches and increases delivery to the stronger variant as engagement data comes in.

Once an experiment starts, use channel- and experiment-level reporting to compare variant distribution, conversions, and Probability to Be Best. Messages used as variants include experiment details in Real-Time Data StreamingA service that delivers user-level events in real time to your backend or third-party systems using the Data Streaming API. send events.

Requirements and documentation

Intelligent Rollouts are an AXP feature. See Intelligent Rollouts for more details.