Abstract: Various embodiments are directed to a digital marketing rules engine. In examples, the digital marketing rules engine may receive a JavaScript Object Notation (JSON) payload, one or more portions of which can be converted into a rule. The rule may be stored and registered in a cache. The rules engine may receive customer information and determine which of the numerous rules registered in the cache are applicable to the customer. The applicable rules may then be compared against the customer information to determine whether the customer should be included or excluded from an offer. If it is determined that the customer passes or meets the requirements of all the applicable rules, the offer may be provided or presented to the customer via one or more channels.