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Segmenting and storing customer data for Pega Marketing campaigns

Learn how to segment your customer data by using various strategies, and then storing the data in Decision Data Store (DDS) data sets for Pega® Marketing campaigns. Pega Marketing is a strategic application in which you can use marketing strategies for inbound and outbound marketing campaigns to engage with customers. As a data scientist or business user, you might want to target a specific subset of subjects (customers) in some campaigns. Instead of batching over all customers in the main data set, you might segment the data and run campaigns for a smaller, identified set of customers. The primary benefit of segmenting and storing customer data in DDS data sets is being able to fully use Pega Platform decisioning and to utilize strategies to build complex logic for segmenting.

The length of time required to complete this tutorial depends on the complexity of the strategies that you design to segment your data.

Prerequisites

Creating a data flow and strategy to segment data for Pega Marketing campaigns

Marketers usually create segments with customer data because they know the profile of the customers that they want to target. To segment and store customer data in the DDS data set, you need to use a data flow and strategy. When designing decisioning strategies with multiple filtering conditions, complex logic, and other supporting operations, you might ask a strategy designer for help.

Strategies work with data flows to process large volumes of data. Do the following steps to segment your customer data:

  1. Log in to Pega Platform and create a data flow that uses the main data set as its source and the DDS data set as its destination.

    1. Set the main data set as the source of the data flow.

    2. Create a segmentation data set of DDS type to use it as the destination of the data flow.

      You must create the data set in a subclass of the primary subject class to use it in Pega Marketing campaigns. For example, when the primary subject class is ACME-Data-MainSubject, which has a direct inheritance to PegaMKT-Data-Customer, the subclass can be ACME-Data-MainSubject-MKTSEGAllGoldCustomers.

    3. Set the segmentation data set as the destination of the data flow.

  2. Create a strategy in the primary subject class to segment data from the main data set. Your strategy can be as simple as the example shown in the following figure:

    A simple segmentation strategy with filters

    A simple segmentation strategy with filters

    The strategy outputs a set of customers who match conditions in the two Filter shapes.

  3. Reference the strategy from the data flow. Your data flow can look like the example in the following figure:

    A simple data flow with a segmentation strategy

    A simple data flow with a segmentation strategy

    In the Convert shape, the data flow converts the output of the strategy from the SR class to the segment class and maps .CustomerID to .pySubjectID.

  4. Run the data flow to write segment data in the DDS data set.

The data flow is sourced with data from the main data set, and all the data goes through the nominated strategy that selects customers to be stored in the DDS data set. The DDS data set contains only subjects (Customer IDs); the complete customer data is in the Customers DDS data set.

Creating a Pega Marketing campaign for an identified set of customers

Create a campaign that targets an identified set of customers and makes appropriate offers to these customers. Before you create a marketing campaign in the Pega Marketing application for the identified set of customers, merge customer IDs with the data in the main subject data set. Complete customer data is required to create a customer segment in the Pega Marketing application.

  1. Log in to the Pega Marketing application.

  2. Modify the CustomerData data flow in the Pega Marketing application to assemble complete customer data.

    Merging customer data for the identified set of subjects in the DDS data set

    Merging customer data for the identified set of customers in the DDS data set

  3. Create a segment. A target segment class is created automatically.

  4. Replace the segment with the DDS data set and run the data flow that you created in the previous procedure to populate the segment data set. In this example, the DDS data set is in the ACME-Data-MainSubject-MKTSEGAllGoldCustomers class.

    Call the segment data set Segment and use a subclass of the primary subject class (ACME-Data-MainSubject-MKTSEGAllGoldCustomers) so that Pega Marketing can utilize these components like standard RDBMS elements to run a campaign.
  5. Nominate a strategy that selects an offer for each customer in the identified set of customers:

    1. Select the segment that you created.

    2. Set up an engagement model to describe campaign frequency.

  6. Run the campaign. The campaign runs by using the DDS data set with the identified set of customers and makes the appropriate offers to these customers.

Summary

Now you know how to use segmentation to create a set of subjects (customers) that you would like to target with a marketing campaign. You can apply Pega Platform decisioning within the Pega Marketing application to meet real-world requirements.

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