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Understanding multilevel decisioning and the Context Dictionary

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Use multilevel decisioning in Pega Customer Decision Hub to control how the next best actions are presented to various levels of customer contacts, such as a head of household, account owner, or device owner.

These levels are referred to as customer contexts and are treated as different audiences that must be communicated with in different ways. For example, you can offer the account owner a family data plan that applies to the whole account, and also send out new phone offers to individual household members that qualify for them.

Understanding the relationship between context entities, associated data, and others

Refer to the following section for an explanation of several terms used to describe various aspects of multilevel context creation, and the relationships between them:

Context entity
Any entity on which next-best-action decisions can be made. Depending on the industry, this entity can represent, for example, an account, a household, or a policy membership.
Primary context
This context represents the individual to whom you communicate next-best-action decisions. For example, the primary context for an account is the account owner, and the primary context for a policy is a policy member. After a decision is made for the context entity, the primary context receives the resulting next best action.
Associated data
A data entity directly related to either a context entity, or another associated data entity. For example, data about a customer's product holdings can be associated with the customer context entity, and data about product details can be associated with data about a customer's product holdings. Associated data provides additional information about the context that the Next-Best-Action strategy can then use to make decisions.
Context Dictionary
The Context Dictionary enables you to define context entities and primary contexts, as well as the relationship between them. You can also use it to manage the associations between various contexts and associated data. You can access the Context Dictionary through the Settings Context Dictionary menu in App Studio.

Supported context definitions

The relationship between context entities and primary contexts must have a parent-child structure and follow one of the following patterns:

Definition Example
  • Context entity
    • Primary context
  • Account
    • Subscriber
  • Primary context
    • Context entity
  • Customer
    • Account
  • Context entity
    • Context entity
      • Primary context
  • Account
    • Subscription
      • Owner
  • Context entity
    • Primary context
      • Context entity
  • Account
    • Subscriber
      • Device

Other configurations, such as having multiple sibling entities under one parent entity, are not supported. If you have multiple brands, organize the customer contexts in such a way as to cover all the brands in one parent-child structure.

Configuring associated data

Pega Customer Decision Hub supports associating the customer class with other entities. For example, each customer record can have associated purchase data information. After creating the customer contexts in the Context Dictionary, you can create and configure any associated entities.

You can use the Customer Profile Designer to configure data associations for each customer context. The intuitive Profile Designer interface guides you through the process of selecting the data set or data flow that you want to use as a data source. If the data source contains event data, you can create an aggregated summary of the data directly on the Summaries tab of Customer Profile Designer.

For more information, see Adding associated static data in the Customer Profile Designer.

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