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Applying the propensity

Propensity is the likelihood of a customer responding positively to an action. To get the most accurate, granular results, configure Next-Best-Action to calculate propensity for each treatment. For example, if a customer is most likely to interact with a push notification, an action which has a push notification treatment is most suitable for that customer. For more information about the underlying strategy which calculates the treatment-level propensity, see Treatment-level propensity.

This article describes the Next-Best-Action framework shipped with Pega Marketing™ 8.4 and  Pega Customer Decision Hub™ 8.4. For Pega Customer Decision Hub 8.5, see the Pega Customer Decision Hub User Guide on the Pega Customer Decision Hub product page.

You can also calculate the propensity for each action, without taking treatments into account. This option is not recommended if you have treatments, but may be relevant if you did not create any treatments for your actions. For more information about the underlying strategy which calculates the action-level propensity, see Action scoring.

  1. Define actions with corresponding treatments. For more information, see Creating actions manually.
  2. In the Pega Marketing or Pega Customer Decision Hub portal, click Next-Best-Action > Designer > Arbitration.
  3. In the Propensity section, ensure that the Apply propensity calculated for every treatment option is selected.
  4. Ensure that the toggle in the upper right corner of the Propensity section is set to on.
    If the toggle is inactive, the Next-Best-Action no longer takes propensity into account when selecting the next best action for a customer.
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