Applying the context weighting
Context weighting allows Pega Marketing to consider the situational context for each action. For example, if a customer contacts the bank to close their card account, the highest-priority action is ensuring that the customer is retained. Because of that, the Retention issue should take priority for that customer.
- In the Pega Marketing portal, click Next-Best-Action > Designer > Arbitration.
- In the Context weighting section, click Add context weighting.
- From the Keys list, select the type of key which holds the value used to evaluate the context:
Type Description CurrentPage Use the current page which the customer is viewing for context. For example, if a known customer is currently viewing a page about loans, knowing this context may raise the priority of an action which belongs to the Cross-sell/up-sell issue and Loans group. PreviousPage Use the last page which the customer viewed for context. Intent Use the customer's stated intent for context. Event Use a real-time event detected by Pega Marketing. For example, if a customer's mobile data is nearly used up, knowing this context may raise the priority of an new data plan offer for that customer. EventType Use a real-time event detected by Pega Marketing. CallReason Use the customer's stated call reason for context.
- In the Value field, enter the value of the key, for example, Cancellation.
- In the Issue/Group field, select the issue and group whose priority should be adjusted for the selected context.
- In the Weighting (+/-) field, enter the value by which the priority should be adjusted.
To reduce the priority, enter a negative value.
- Ensure that the toggle in the upper right corner of the Context weighting section is set to on.
If the toggle is inactive, the Next-Best-Action no longer takes context weighting into account when selecting the next best action for a customer.
The priority of all actions in the specified issue and group is increased or decreased by the specified value when the selected context is detected. In the figure below, the priority of the Cards group within the Retention issue is raised by 100% if the customer calls the bank with the intention to cancel their card. Next-Best-Action can then propose the appropriate retention actions, rather than, for example, actions related to cross-sell and up-sell.