New Altcraft Release: Loyalty Programs, Campaigns, and Segmentation

Altcraft introduced many major changes — from updated segmentation to completely new tools such as campaigns and the loyalty module. This article gives a brief overview so you can get familiar with the platform’s new features now and start using them in practice in the new year.

New Entity — Campaign

Altcraft introduces a new top-level object — the campaign. Formally, this entity existed before: any type of message — broadcast, recurring, or trigger-based — was called a campaign. In the new release, these concepts are separated.

Now messages are individual communications, while a campaign is a tool for managing an entire marketing initiative. A campaign brings together the audience, bulk and trigger messages, scenarios, and other activities tied to a single goal in one place. For example, you can create a campaign for a Christmas or seasonal promotion and manage all customer communications from a single workspace.

Creating a campaign starts with defining the audience: you select a profile database and a target static segment. Then you fill the campaign with activities — create messages and scenarios directly inside it or add existing ones.

If an individual activity has its own segment, the system automatically checks for overlap: only profiles that belong to both the campaign segment and the activity segment will receive the message.

Within a campaign, you can set up a local control group — a portion of the audience that will not receive the campaign’s marketing messages. This works well when you need to measure the campaign’s real impact on user behavior. At the same time, important transactional messages can be added to exceptions so they continue to reach the entire audience regardless of control group participation.

Updated Profile Segmentation

We’ve improved how segments work and made audience-building logic clearer and more predictable.

Previously, the platform had two types of segments — static and dynamic. At the same time, a static segment actually combined two different roles. On one hand, it could be used as a “container” — a fixed list of profiles that you could manually add to or edit. On the other hand, the same segment could be refreshed on a schedule. This often caused confusion: profiles added manually could disappear after a nightly recalculation.

• Static segments: a fixed list of profiles. Suitable when manual control over the audience composition is important.
• Updatable segments: recalculated regularly based on defined conditions and a schedule. Use them when the audience needs to stay up to date automatically.
• Dynamic segments: calculated on demand, for example when a campaign is launched.

Along with the new logic, we completely redesigned the builder: streamlined the creation steps, grouped conditions by category, and made complex segments more compact — what previously took several screens now fits on one.

Segment calculation is now more transparent: there’s a progress indicator and a convenient results preview with configurable columns. For change tracking, we added a manual update log and a recalculation history with charts by day and source.

If you already had segments set up, nothing will break. Static segments will remain static, but if automatic recalculation was enabled for such a segment, the platform will move it to updatable segments.

In addition, a segment can now be built on only one database. If a segment previously used multiple databases, the platform will indicate how to correctly separate the settings.

In the future, we plan to introduce a unified segment builder across all areas of the platform where segments are used.

Loyalty Program

The module brings everything needed to run loyalty programs into one place: program members, points, tiers and statuses, promotions, transaction history, and analytics. The loyalty program is linked to the profile database, so customer data, purchases, and bonuses stay within a single CDP context.

You can configure the points model to match your goals: award and redeem points, define tiers and transition rules, and launch bonus and discount promotions. Promotional campaigns support flexible interaction rules — for example, priority-based logic or calculating the maximum benefit for the customer. All point operations are recorded in a transaction log, making it clear when and why a customer earned or spent bonuses.

The module is integrated with the rest of the platform’s tools: loyalty events can trigger scenarios, and scenarios include actions for managing members and points.

Through the API, the module can be connected to a website, POS system, or mobile app, and the profile card shows the points balance and the customer’s current tier.

To evaluate program performance, there’s dedicated analytics with ready-made reports.

To make bonus and discount promotions more flexible, loyalty programs now include segmentation by products and orders. This makes it possible to define promotion rules for a group of products or for orders with specific parameters — for example, awarding extra points for purchasing a certain product line or for orders above a set amount.

These promotions run on the Altcraft market foundation: first, you set up the product catalog and order data transfer (including integrations with an online store or accounting system), and then this data is used in promotion conditions.

SSO Integration via Keycloak

For companies that need centralized user access management, we added support for SSO via Keycloak. Altcraft can now be connected to an organization’s unified authentication system and aligned with corporate access policies.

The integration strengthens access security: all authentication and control rules remain under the company’s security team. There’s no need to store or sync passwords across systems, and user management becomes unified and transparent.

Combined Profile Entry into a Scenario

This release introduces an important improvement for automation scenarios: you can now use multiple triggers of the same type within a single scenario. This is useful when customers have different entry points but follow the same interaction logic afterward.

For example, a contact might enter through a website form, account registration, or bonus card signup in a physical store. Previously, each entry point required a separate scenario with identical logic. Now all triggers can be combined into a single scenario.

The limit on the total number of triggers in a scenario remains the same — no more than 10. If more are needed, you can submit a request and we can increase the limit if required.

Conclusion

We continue to develop Altcraft and refine the core workflows of the platform. Updates from this release will be rolled out gradually to avoid abrupt changes to familiar processes. Thank you to everyone who is already using the updates and sharing feedback — it directly shapes the priorities for future improvements.