Communications Customer Analytical Data Model Guide
This guide provides information on the customer analytical data model for communications, which Pega provides in the form of the extended Customer Analytics Record (CAR). By using the xCAR, you can accelerate your implementation of Pega Customer Decision Hub for the communications industry.
The guide is intended mainly for marketing analysts, but also for system architects and data architects.
The xCAR is a multilevel, structured record of the customer data in a format optimized for performance, real-time analytics, and one-to-one marketing. xCAR provides for:
- Faster, more accurate business decisions
- Customer offers that are more attractive and better tailored to their needs
An xCAR record derives from a CAR. For more information, see Extending the data model in Pega Customer Decision Hub.
The further parts of this guide provide an overview of how the application retrieves and uses data from your internal and external systems, and of data storage and transformation in xCAR records in the application.
- Extending the data model in Pega Customer Decision Hub
Speed up your implementation process by extending the Customer Analytics Record (CAR) data model to suit your business needs.
- Creating a discount using CAR data in Pega Customer Decision Hub
As a marketing analyst, use the Customer Analytics Record (CAR) provided by Pega Customer Decision Hub in a spreadsheet format to help design and formulate new offers in Next-Best-Action Designer.
- System integration in Pega Customer Decision Hub
In a Pega Customer Decision Hub implementation for communications, Pega Next-Best-Action Advisor integrates with your customer data to provide you with next best actions, reveal customer behavior using predictive and adaptive analytics, and help run marketing outbound schedules.
- Deployment options for the communications data model
Use the communications data model deployment with a Pega-provided relational database. By using this standard, SQL-based technology you maximize reuse and reduce implementation effort, particularly if you are deploying applications for outbound or audience-driven marketing campaigns, or multilevel decisioning (for example, strategies targeting households).
- Communications data objects
The Pega Customer Decision Hub application includes an extensible data model. The main data objects in this model that you can use for communications use cases are Account, Subscription, and Holdings.