Medallia Experience Orchestration (MXO) is Medallia’s product for personalizing and sequencing customer experiences in real time. It stores attribute data, logs customer activity, orchestrates next best actions and returns customer data to the systems that ask for it.[1] Medallia’s product page describes it as identifying real-time customer intent and applying it to individualized experiences across all channels, using application connectors, an API framework and mobile SDKs.[4] MXO is the part of the portfolio with the most explicit counting rules, because Medallia publishes a documentation article titled “What constitutes license utilization in MXO?” that lists what consumes a licensed interaction and what does not.
The headline rule is stated in one sentence: “MXO is licensed on interaction volume, not by number of channels, brands, profiles or users.”[1] That differs from the Experience Data Record (EDR) metric that prices Medallia Experience Cloud, and the two should not be assumed to be interchangeable in a contract. See Experience Cloud EDR pricing and API limits.
Editions
Medallia publishes no edition names for MXO. The documentation refers to the “Medallia Experience Orchestration interaction licensing agreement” without naming tiers.[1] A box at the top of the article warns that product enhancements and new features may add, remove or change the usages described, and tells customers to check with their Customer Success Manager for the latest guidelines on interaction usage.[1] A software asset manager should therefore capture, with each retrieval of the article, the date on which it was read. Catalog row: Medallia Experience Orchestration.
Metrics
Licensed interaction
License utilization “occurs whenever requests are made to MXO.” Those requests generally store attribute data, log customer activity, orchestrate next best actions, request customer data, or combine these.[1] The most common trigger is customer activity on a touchpoint that MXO listens to. Medallia lists four examples:
- visiting a website, such as browsing pages, logging in or clicking content that results in personalization;
- using an app, such as opening it, making a purchase or browsing sections tailored to intent or preferences;
- calling the contact centre, on entering the IVR and when assessing intent for routing or resolution; and
- engaging with a live agent, when MXO delivers a next best experience to a system of work during a call, chat or in-store interaction.[1]
The consequence for counting is stated directly: “Regardless of the outcome, any request made to MXO is considered license utilization.” A request that tries to store attribute data when MXO was not configured to capture it counts, and so does a request that triggers an optimization point for a customer who is not eligible for any action.[1] Catalog row: Licensed interaction (MXO).
Counting / floors
What consumes a licensed interaction
The documentation separates requests by the route they take.
| Route | Counts as licensed interaction | Notes from the documentation |
|---|---|---|
| MXO JS tag and mobile SDKs | Yes | Interaction maps allow only configured interactions to be passed; RegEx in an interaction point can bypass the maps, and unconfigured interactions “are counted as licensed interactions” |
| Interaction and Offline interaction endpoints, including the PUT method on the interaction endpoint | Yes | Offline interaction endpoints were deprecated and replaced by the Batch Interaction API, which uses licensed interactions |
| Customer activity endpoints | Yes, except the customer DELETE endpoint | |
| Lightweight Event Listening API endpoints | Yes |
For the API routes the documentation adds an important warning: they have no interaction maps to stop unconfigured requests, so any unconfigured interaction point request received by MXO counts as licensed interaction usage, and MXO users must make sure that only configured interactions pass through these routes.[1] In practice this means that an engineering change that sends extra events to MXO can raise licence consumption with no change to the number of customers.
What does not
The documentation lists the following as not using licensed interactions: Datastores API calls, customer profile calls, GDPR delete requests, requests for structured data on a single customer including requests through CRM widgets, and OAuth 2 token requests that are part of any API call. A warning notes that the next best conversation CRM widget does consume licensed interactions.[1]
One request, one interaction
Three configuration rules limit the multiplication of interactions:
- An interaction point can capture attributes, log activity and orchestrate experiences in one request. Whatever MXO does, and whatever the result, this is one licensed interaction.
- If one request matches several interaction points, for example a wildcard and a specific one for the same URL path, only one licensed interaction is consumed.
- Online optimization points can return up to 25 actions and several can sit on one interaction point, while offline optimization points trigger a single action if the customer is eligible. Regardless of how many actions are returned or how many optimization points are configured, one interaction is used per interaction point triggered.[1]
There is one exception that increases consumption. For follow-on conversations, the first interaction request starts a timer, and when it expires MXO itself triggers a second interaction request. “Both use up licensed interactions.”[1]
Measuring utilization
MXO provides a utilization report for the production workspace, with total utilization, interaction requests by touchpoint and the number of structure API requests. Two cautions come with it. Event log counts may differ from licence utilization because utilization is based on requests, not on customer events. And the report is per workspace, so a customer with several workspaces must collect each report manually to build a tenant-level figure.[1] An asset manager who reconciles consumption against the Order should export the report per workspace on a regular schedule and keep the exports, because the documentation does not describe a historical archive.
Virtualization & partitioning
MXO is delivered as a hosted service, so no virtualization rules apply. The partitioning-like constructs are workspaces, interaction points and touchpoints. The documentation states that MXO is licensed “not by number of channels, brands, profiles or users,” which means that splitting traffic across brands or channels does not change the count, but it also does not create separate allowances unless the Order says so.[1]
Cloud / BYOL
There is no bring-your-own-licence model. MXO is not listed among the GovCloud products in the sources reviewed for this article, so availability on a federal platform should be confirmed with Medallia.
MXO SDK licence
Apps that embed the MXO software development kit are covered by a separate click-through licence. Medallia grants “a limited, non-exclusive, non-transferable, non-sublicensable license to use the SDK solely for the purpose of enabling interoperability and use of Medallia’s MXO service.”[2] The licensee may not copy, modify, adapt, redistribute, decompile, reverse engineer or create derivative works of the SDK, except as applicable third-party licences require, and components under open-source licences are governed only by those licences.[2] Medallia may change the SDK, make future versions incompatible with earlier ones, and stop providing it without prior notice. The licence is governed by California law, with disputes in the state and federal courts in Santa Clara County.[2] The Master Subscription Agreement separately says that a customer using a Medallia API or SDK receives a non-exclusive, worldwide, limited licence for the purpose of enabling it to use Medallia Products.[5]
Programs
Medallia’s mobile SDKs follow a documented support lifecycle of Supported, then Deprecated, then Terminated. Supported versions are the latest releases and receive full engineering support. Deprecated versions are older, may still function, and receive limited support and no updates. Terminated versions are the oldest and unsupported.[3] The effects differ:
| Version status | Supported by Medallia | Tested by Medallia | Allowed to compile | Available on live apps |
|---|---|---|---|---|
| Supported | Yes | Yes | Yes | Yes |
| Deprecated | No | No | Yes | Yes |
| Terminated | No | No | No | Yes |
“Rebuilding/compiling the app with a terminated SDK version is not possible,” although app versions already live on user devices that use a supported SDK version continue to function.[3] For an organisation with a long mobile release cycle, this lifecycle is a licensing-adjacent control: an app that embeds a terminated SDK cannot be rebuilt until the SDK is upgraded. Catalog row: Mobile SDK support lifecycle.
Out of scope
- Interaction volume and price. The contracted quantity and any overage rate are in the Order and are not public.
- Overage consequences. The documentation article does not state what happens if a customer exceeds its licensed interactions. The Master Subscription Agreement says Medallia will either work with the customer on an Order for the excess usage or curtail access.[5]
- Datastore and profile storage limits. Not covered by the sources reviewed.
- Dynamic audiences and engagement query language. Product functionality, not licensing.