The Pega Customer Relationship Management suite includes sample marketing artifacts that you can import to demonstrate next-best-action recommendations in Pega Sales Automation and Pega Customer Service. Pega Marketing is built on top of Pega Customer Decision Hub, which is built into Pega Sales Automation and Pega Customer Service through Pega Next-Best-Action Advisor.

The sample artifacts demonstrate the following features:

• Next best action and top offers for a contact – Uses artificial intelligence to recommend the best action to take for your customers across all channels.
• Local campaigns – Gives sales representatives the ability to run campaigns for their targeted book of business using corporate messaging and standards to ensure brand consistency. Campaign and lead generation activities are automatically captured and available in Pega Sales Automation.
• Next best offers – Provides intelligence to identify the top offers for each contact in a sales representative's book of business.

To plan and complete your configuration, review the following information:

• Architecture
• Prerequisites
• Integration

Architecture

Pega Customer Relationship Management includes a PegaCRMMarketingSample.zip file that contains the sample artifacts for the integration. The sample artifacts assume an architecture where Pega Marketing and the calling applications (Pega Sales Automation or Pega Customer Service, or both) are installed on the same Pega 7 Platform instance and database server. You can use this architecture for evaluation and demo purposes.

To allow Pega Marketing to access the contacts in Pega Sales Automation or Pega Customer Service, a database VIEW is built on the crm_entity_contact and pa_contact tables in the NBAM_External schema. The database VIEW is mapped to the Customer class in the Pega Marketing application. Flows in Pega Marketing use the attributes from the Customer class to locate the targeted segment of customers.

The following figure shows how Pega Customer Relationship Management integrates with Pega Marketing and Pega Customer Decision Hub.

Prerequisites

Before you begin your configuration, ensure the following are installed:

• Pega Platform 7.2.2
  • Pega Decision Strategy Manager services are enabled (add a node from the Decisioning landing page for all Pega Decision Strategy Manager Services)
  • The prgateway is deployed for IAC / FCM (required for local campaigns in Pega Sales Automation)
• Pega CRM 7.22
• Pega Marketing 7.22
• Pega Field Marketing 7.22 (required for local campaigns)

Integration

Perform the following steps to complete your integration and test the results for local campaigns and next best offers.

• Importing the CRM marketing sample JAR file
• Setting up Pega Customer Service
• Reviewing Pega Marketing
• Setting up Pega Sales Automation
• Setting up Pega Marketing for Pega Sales Automation use cases
• Testing the integration with Pega Marketing local campaigns
• Training the adaptive model for sales offers
• Running a marketing campaign for batch evaluation
• Testing the integration with Pega Marketing next best offers

Importing the CRM marketing sample JAR file

1. Log in to the Pega 7 Platform as MarketingAdministrator / install.
2. Click Designer Studio > Application > Distribution > Import.
3. Click Choose file and select the PegaCRMMarketingSample.zip file from your distribution media.
4. Click Next.
5. When the import process is complete, click Done.

Setting up Pega Customer Service

1. Log in to the Pega 7 Platform.
2. Click Designer Studio > Customer Service > Customer Experience > Customer Decision Hub configuration.
3. On the Next Best Action Adapter Configuration form, click the following links and enter the required information.
   • NBA Enabled – Set to true.
   • Advisor Server – Set the URL to point to the host / port of the web server where your CDH services are running.
4. Review the Configured Actions.
5. Configure Intent Suggestions.
6. If you are are upgrading, complete the following steps:
   1. In the Designer Studio header search text field, search for and select the D_CDHConfig data page.
   2. Click Actions > Run.
   3. Select the Flush all instances of this data page before executing check box.
   4. Click Run.

Reviewing Pega Marketing

1. Log in to the Pega 7 Platform as CRMMarketingAdministrator / install.
2. Click Designer Studio > Decisioning > Infrastructure > Services and verify that all DSM services have a Status of Normal.
3. Click Designer Studio > Decisioning > Decisions > Proposition Management > Hierarchy and verify that the top level SR class is set to CRM-SR.

Setting up Pega Sales Automation

1. Open the prgateway URL (http://<host>:<port>/prgateway/) and create a host configuration named NBAA.
   For more information, see the Host Configuration section in Configuring Pega Web Mashup with the Gateway Configuration Console.
2. Log in to the Pega 7 Platform as sfasamplesysadmin / install or any administrator operator for your Pega Sales Automation implementation application.
3. In the Designer Studio header search text field, search for and select the ConfigureSAforNBAMSAInt activity.
   The default values for the parameters might differ based on your implementation environment. See the descriptions provided for each of the parameters to provide appropriate parameter values for the activity.
4. Click Actions > Run and confirm that no errors occur.
5. When the activity is complete, log out of the application and log back in.

Setting up Pega Marketing for Pega Sales Automation use cases

1. Log in to the Pega 7 Platform as sfasamplesysadmin / install or any operator who has PegaSA:MarketAdmins as their secondary access group for the Pega Marketing implementation application (mentioned as a parameter MarketAdminAG in the ConfigureSAforNBAMSAInt activity).
2. Click Application Name > Switch Application > PegaSA_Marketing to open the PegaSA_Marketing application.
3. In the Designer Studio header search text field, search for and select the ConfigureNBAA activity.
   The default values for the parameters might differ based on your implementation environment. See the descriptions provided for each of the parameters to provide appropriate parameter values for the activity.
4. Click Actions > Run
5. When the activity is complete, open the Records explorer and click Sysadmin > Agent Schedule.
6. Open the following agents and verify their status.
   • PegaCRM-Artifacts – Enabled
   • PegaNBAM-Artifacts – Not enabled
7. Log off and restart the application server.

Testing the Integration with Pega Marketing local campaigns

1. Log in to the Pega 7 Platform as the sales representative operator who has PegaSA:MarketReps as their secondary access group for the Pega Sales Automation implementation application (mentioned as a parameter SalesRepOp in the ConfigureSAforNBAMSAInt activity).
2. Click Launch > SFA for Sales Rep.
3. On the navigation menu, click Campaigns.
4. Click New Campaign.
5. Verify that you can select the following template offers for the campaign.
   • B2CEmailOffer
   • B2BSMSOffer
   • B2CSMSOffer
6. Verify that you can add Pega Sales Automation contacts to the campaign.

Training the adaptive model for sales offers

To train the adaptive model, use the UploadResponses activity to upload sample data or existing customer data or sample data. Using existing customer data gives the Adaptive Decision Manager actual results that are used to create models to predict future behavior.

1. Log in to the Pega 7 Platform as the Pega Sales Automation administrator operator who has PegaSA:MarketAdmins as their secondary access group.
2. Run the D_NBAContainer data page from the SFASample application (sfasamplesysadmin / install) to generate the models that need to be trained.
   Running this data page extracts the following parameters:
   • ActionID : TopOffers
   • CustomerID : pzinskey of any contact of SA
3. Click Application Name > Switch Application and switch to the PegaSA_Marketing or the Marketing implementation application.
4. Click Designer Studio > Decisioning > Predictive Analytics > Adaptive Models Management.
5. In the Designer Studio header search text field, search for and select the UploadResponses activity.
6. Click Actions > Run and provide the proposition name in run time.
7. Click Choose File and browse to the location of the file you want to upload.
   Sample response data for propositions is located in the \ResourceKit\SAMarketingAdaptiveSampleRepsones folder on the distribution media.
8. Click Submit.
9. Click Close.
10. Repeat steps 2 through 10 for the remaining proposition sample responses.
    • ReturnOfPRemiumTermLifeInsurance
    • FiveYearTermLifeInsurance
    • MortgageTermLifeInsurance

Running a marketing campaign for batch evaluation

You can configure a campaign to run at a specified time every day to populate next best offers for each contact.

1. Log in to to the Pega 7 Platform as the Pega Sales Automation administrator operator who has the PegaSA:MarketAdmins as their secondary access group.
2. Click Application Name > Switch Application > PegaSA_Marketing to open the PegaSA_Marketing application.
3. In the Explorer panel, click App.
4. Click PegaCRM-Data-Customer > Marketing > Segment and open the AllSFACustomers segment.
5. Click Actions > Refresh.
6. Click Actions > Run.
7. In the Designer Studio header search text field, search for and select the RunProgram activity.
8. Enter a unique Program Name, and then enter the same program name as a parameter to the activity.
9. Click Actions > Run.
10. On the Marketing Campaign form, click Actions > Submit for Execution.
11. Click Confirm.
    When the campaign finishes running, the status changes to Pending-Wrapup.
12. Click Launch > Pega Marketing.
13. Click Configuration > Settings > Channels > Database.
14. Locate the row containing the SFAPrioritizedContacts template and ensure that the number of records equals the total offers initiated on the Run Summary and that the status for the template is In Progress.
15. In the Actions column, select Finalized.

Testing the integration with Pega Marketing next best offers

1. Log in to the Pega 7 Platform as the Sales Rep operator who has PegaSA:MarketReps as their secondary access group.
2. Click Launch > SFA for Sales Rep.
3. Ensure that the Next Best Offers quadrant displays on the dashboard. With sample data uploaded, the quadrant shows realistic offers with different rankings for each contact.
   • Clicking a contact allows you to qualify the contact to an opportunity.
   • Opening a contact displays the Top Offers for the contact. Top Offers are the top three offers for the contact, ranked highest to lowest.
   • Clicking an offer allows you to qualify the contact to an opportunity for the offer.