Planning for the Expression Evaluator
You use the Expression Evaluator to create business rules for delivering personalized ads, discounts, and content. These rules are conditional expressions.
The following table lists some of the questions that you need to answer in planning for the Expression Evaluator.
| Planning question | Recommendation |
| What experience do you want to create for your users? What business rules do you need to create in order to implement that experience? | You must create expressions for the Expression Evaluator to evaluate in order to create the specific user experience you want. Base your expressions on the personalization requirements you have developed for the Targeting System. For example, if you have decided to display content based on a referring Uniform Resource Locator (URL), you might create the expression Referrer equals URL. |
| What site terms are needed to create the required business rules? | Create site terms to support the expressions you have identified. In the previous example, you would need to develop a site term named "Referrer." |