Threshold-based routing

Description

The pattern that translates a continuous score into a discrete action by routing on threshold crossings: score crosses the handoff line and lead becomes SQL, propensity crosses the intervention line and customer enters the win-back journey, fatigue score crosses the suppression line and channel goes dark. Where rules-plus-model hybrid decisioning asks what to do, threshold-based routing asks when the underlying score warrants an action at all.

Common failure modes

• 01Threshold set once and never re-tuned, so as the underlying score distribution shifts the threshold catches a different cohort than it was calibrated against
• 02Hysteresis missing, so a customer hovering near the threshold ping-pongs across the boundary and triggers repeated handoffs or interventions
• 03Threshold crossing detected by polling rather than as an event, leading to delays that erode the freshness the threshold was supposed to capture
• 04Crossing event fires once per threshold with no provision for recrossing, so the cohort accumulates customers who initially qualified and later disqualified

Tools for this pattern

The capability a stack needs to run this pattern, and the vendors that provide it, on Martech Stack Builder.

• NeedsJourney Orchestration
• RelatedPredictive Scoring / Propensity

Recipes composing this pattern