Extending next-best-action to digital advertising platforms with Paid Media Manager
Paid Media Manager extends Next-Best-Action to modern digital advertising platforms, such as Facebook Ads and Google Ads. Each individual's Next-Best-Action is communicated through audiences on ad platforms.
Traditional advertising campaign management tools rely on audience-based mechanisms and anonymized data segments which can be shared outside the enterprise firewall to determine what ad each individual should see. With Paid Media Manager, action, eligibility, and priority decisions are made with the full fidelity of enterprise data and intelligence within the enterprise firewall, in the same way as with other Pega Customer Decision Hub-enabled channels.
Paid Media Manager uses the latest Next-Best-Action strategy execution to place
individuals into audiences and leverages these audiences on ad platforms to target the
individual with the right action at the right priority. Each paid run results in the
audiences being updated according to the latest next-best-action for each individual, as
in the following figure:
In this way each known individual, including customers and prospects, can be targeted with ads based on individual-level decisioning rather than audience-based rules. These decisions and the model-based learning which powers them can run on the full fidelity of enterprise data within the firewall. Only the action-based decision is communicated to the advertising platforms in the form of individual audience updates.
For example, Next-Best-Action may determine that based on an interaction in the call center, an individual named Troy Murphy has a high propensity to accept a UPlusBank Travel Credit Card offer from his bank, the UPlus Bank. Paid Media Manager adds Troy to an audience, for example, UPlusBank Travel Credit Card – High Priority, on each ad platform. Within each ad platform these audiences are configured to be targeted with the appropriate advertising creative for the action. The maximum bid amount for the add click or impression can also be aligned with the priority of that action for each individual.
The result is that soon after the interaction in the call center, Troy's Next-Best-Action is updated across major ad platforms. He is targeted with Travel Credit Card advertisements across major media properties that he interacts with regularly, such as Facebook, Instagram, YouTube, and Google Search.
- Learning about paid destinations
A paid destination holds the configuration of how an ad platform receives audiences using a specific integration mechanism. You can have multiple paid destinations for each ad platform. For example, separate Google Ads accounts may be used for Google Search and for YouTube. After a paid destination is set up, it can be configured to receive paid audiences based on Next-Best-Action Designer or intelligent segments.
- Enabling segment updates on paid destinations
After you configure the connection with a paid destination, you can use your existing marketing segments to target individuals on the ad platform. Create paid audiences that are based on existing segments by synchronizing your List or Criteria Segments with a paid destination. Since segments can be based on multiple factors, such as traits or AI analytics, they are a powerful tool to build audiences in the paid destination.
- Communicating conversions to destination platforms to optimize return on ad spend
Paid Media Manager enables the same conversion events that drive internal decisioning and model-based learnings to help drive the performance of ad spend by optimizing the advertising targeted at known individuals.
- Using action eligibility to reduce wasted ad spend on people-based destinations
Advertising on paid channels without a centralized Next-Best-Action strategy has the risk of wasting ad spend on ads which are not relevant to the individuals whom you want to target. For example, an individual may see an ad for a product which he or she already has, because the information is not communicated from your Pega Customer Decision Hub application to the paid destination where you are advertising. The cost of that impression is likely wasted and would be better spent on showing the ad to an individual for whom the product offer is
- Responding to individual engagement on paid channels with real-time events
You can define real-time events that correspond to real-time engagement opportunities on paid destinations.
- Reducing wasted ad spend based on action priority
To further optimize your advertising, use a paid strategy to convey offer priority to ad platforms which can then be aligned with the willingness to pay for each individual and action as a factor in targeting individuals with actions.
- Reducing wasted ad spend based on destination-specific interaction results
Individuals interact with your actions, for example, by clicking a link in the ad, accepting or rejecting the offer, or ignoring the action altogether. The individual's preferences captured in the results of these interactions can be used to increase the accuracy of adaptive models and leverage destination-specific responses.
- Reduce wasted ad spend based on the predicted value of a click
Use the interactions recorded by the PaidCaptureResponse service to predict whether clicking on an ad would increase an individual's propensity to accept an offer, and therefore to align the willingness to pay with the predicted value of a click.
- Prospecting with Next-Best-Action paid audiences
Paid Media Manager enables organizations to leverage their proprietary individual level data, decisioning, intelligence for prospecting by utilizing the lookalike capabilities of media platforms. You can also prospect for new customers using lookalikes of Next-Best-Action audiences.
This section contains information for administrators.