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Creating a priority-based strategy with the Strategy Builder

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Rather than create a paid strategy from scratch, you can use the Strategy Builder to generate it based on one or more optimization methods.

The basic optimization method generates a strategy that groups individuals based on the priority of their action as determined by Next-Best-Action. The priority can be driven by the individual's omni-channel propensity and the associated value and margin for an action.

  1. In the Pega Customer Decision Hub portal, click Intelligence Strategies .

  2. Click Create Guide me through it .

  3. Enter the strategy name, for example, Priority Based Targeting.

  4. In the Purpose section, click Configure.

  5. Select the Paid optimization objective.

  6. Click Apply.

  7. In the Optimization section, select the default value of Basic optimization.

    The Strategy Builder automatically generates an optimization strategy with predefined settings for the audience, campaign and ad group or ad set names.

    The prioritization is based on a Priority lookup decision table, which calculates the priority value based on each individual's score. Individuals are then assigned to audiences with matching priority, and ineligible individuals are filtered out.

  8. To edit the default name for each audience, click Edit naming.

  9. Select the strategy in the Next-Best-Action Designer.

    1. In the Pega Customer Decision Hub portal, click Next-Best-Action Designer Channels .

    2. In the Media strategy section, click Configure.

    3. Select the strategy which you created.

    4. In the Paid destinations section, for each paid destination, select the type of bidding results.

      For a strategy which uses basic optimization, only the Offer priority bidding result is available for all destinations. For information about specifying different bidding results per destination, see Reduce wasted ad spend based on the predicted value of a click.
When the selected strategy runs, the audiences it creates in the destination platform indicate the priority, which can then be aligned with the willingness to pay for associated ads. High-priority audiences for a specific action indicate that the action has high priority for the individuals in that audience, and therefore you may be willing to set a higher max bid for their interactions.
For Troy Murphy, executing the media strategy communicates to Facebook that you are willing to pay more for his clicks on a loan consolidation offer than for the cashback credit card offer. When he accesses his Facebook feed, he is now more likely to see the loan consolidation offer instead.
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