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Expanding your targeting with multilevel decisioning

Pega Marketing™ and Pega Customer Decision Hub™ make it possible for you to increase the flexibility of your targeting by defining different types of customer entities, referred to as customer contexts. These customer contexts can represent, for example, individual subscribers, as well as households or accounts, all 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.

You can define as many customer contexts as required, and then use them in your strategies to target these different customer entities in the most relevant ways.

The contexts must have a parent-child relationship, for example Account > Subscriber > Device, to represent the account, all its members, and the members' mobile devices. You cannot define multiple parent-child structures or have any contexts that are unrelated to the parent-child relationship. If you have multiple brands, organize the customer contexts in such a way as to cover all the brands in one parent-child structure.

For more information, see the following topics:

Defining customer contexts

To review or update the default contexts, configure a new primary context, or add a customer context, use the Context Dictionary.

The Context Dictionary identifies the customer entities, the relationships between these entities, and any associated data to be used by Pega Marketing and Pega Customer Decision Hub. By default, the primary context is Customer, mapped to the <your organization name>-Data-Customer class.

  1. In the App Studio navigation pane, click Settings > Context Dictionary.
  2. Review the primary context.
    1. Click the Configure icon next to the name of a context.
    2. If you defined a new extended customer class, select it in the Class field.
    3. Review the associated data. If you defined additional associated data for your base customer class, click + Add associated data to enable it.
  3. Optional: To add a new customer context, click Add context and specify the name, customer class, and optional exclusion list. If you defined additional associated data for your new customer class, click + Add associated data to enable it.
    You can use additional customer contexts to build segments and launch campaigns. Using multiple data contexts allows you to better target your marketing efforts at multiple levels.
  4. Optional: To set your new customer context as the primary context, click Change primary and select the context in the Select Primary Context dialog box.
    Changing the primary context affects the segments and campaigns that use it. If you have already defined any segments or campaigns, recreate them manually after changing the primary context to ensure that they continue working.
  5. Optional: Change the context storage in the Context storage section.
    By default, the data resides in a relational database supported by Pega Platform in the form of a database table. If you plan to use segmentation, all data must be synchronized between the decision datastore and relational tables.
  6. Click Save.

Planning a multilevel campaign

As part of planning a multilevel campaign, first decide to which context the campaign applies. For example, you can create campaigns that advertise to the account owner or to individual subscribers.

Multilevel decisioning is only available for multi-channel campaigns. Self-optimizing and outbound campaigns only support targeting the primary customer context.
  1. In the Pega Marketing or Pega Customer Decision Hub portal, click Campaigns.
  2. Click Create > Multi-Channel Campaign.
  3. Enter a name for the campaign, for example, 2020 Upgraded Data Plan for Accounts.
  4. Specify the issue and group to which the campaign is related, for example, Up-sell / cross-sell – Data plans.
  5. In the Context list, select the customer context that you want to target.
    For example, when targeting the customers at the account level, you might use a context like Household or Account, depending on the settings that you configured in the Context Dictionary.
  6. Optional: If the context that you selected is a parent to the primary context, you must specify the primary contact strategy.
    For example, if the primary context in your application is Subscriber (that is, an individual account member), and you want to target your campaign at the Account level, the primary contact strategy specifies who among the individual account members should be contacted with offers targeted at the account level. To configure a primary contact strategy:
    1. In the Primary contact section, click Configure.
    2. If you did not previously configure a contact strategy, in the Primary Context Selection window, click Create > Start with new canvas.
    3. In the Strategy Record Configuration page, select a short description of the primary contact strategy, for example, Send to Account Owner.
    4. In the Strategy results class section, select the same business issue and group that you selected for the whole campaign, for example, Up-sell / cross-sell – Data plans.
    5. In the Initial decision context list, select the primary customer context for your application, for example, Subscriber.
    6. Click Create and open.
    7. Right-click on the canvas area that corresponds to the primary context, and then select the shape that will specify how the primary contact is selected.
      For example, to send the actions to the individual designated as account owner for the account, select a Filter shape, as shown in the following figure:
      Sample customer contexts on the strategy canvas
      "Sample customer contexts on the strategy canvas"
      Sample customer contexts on the strategy canvas
    8. Right-click the shape and select Properties to configure the shape.
      For example, you can use a filter condition to filter by a specific property of the customer class, as shown in the following figure:
      Sample filter properties
      "Sample filter properties"
      Sample filter properties
    9. Click Submit, and then click Save.
  7. On the Build tab of the campaign, in the Marketing strategy section, click Configure.
  8. Select an existing strategy, or click Create.
    For more information, see Configuring strategies for use in a multilevel campaign.
  9. Configure other settings of the campaign.
    For more information, see the "Multi-Channel Campaign" chapter in the Pega Customer Decision Hub User Guide on the Pega Customer Decision Hub product page or the Pega Marketing User Guide on the Pega Marketing product page.
    The segments of the campaign must match the customer context of the campaign itself. For example, when you target the customers at the account level, you must ensure that the segments used by the campaign are created for the Account context as well.

Configuring strategies for use in a multilevel campaign

To use a strategy within a multilevel campaign, you must configure the strategy with the required customer context or contexts. A single multilevel campaign can target many customer contexts, for example, by applying decisioning to actions that are relevant both to an individual household member and to the household as a whole.

The following figure shows an example configuration of a campaign that targets actions to more than one type of customer. Individual subscribers are targeted with personalized sales offers, while messages related to the Retention or Acquisition business issues are targeted at the account as a whole. The resulting actions are then prioritized according to properties such as action propensity. The result is a bundle of the three best actions, some of which might be targeted at the account and some at individual subscribers.

Sample multilevel strategy
"Sample multilevel strategy"
Sample multilevel strategy

To create a strategy for a multilevel campaign:

  1. In the Pega Marketing or Pega Customer Decision Hub portal, click Intelligence > Strategies.
  2. Click Create > Start with new canvas.
  3. On the Strategy Record Configuration page, enter a short description of the strategy, for example, Personalized bundle for households and individuals.
  4. In the Initial decision context field, select the lowest level of the customer structure to which this strategy applies. For example, if you want the campaign to target the Account and Subscriber contexts, select Subscriber.
  5. Click Create and open.
  6. On the strategy canvas, in each decision context area, add one or more Proposition data components to import the action data, and then configure any additional strategy logic necessary to select the best actions for each context.
    For more information, see the "Strategies" chapter of the Pega Marketing User Guide on the Pega Marketing product page or the Pega Customer Decision Hub User Guide on the Pega Customer Decision Hub product page.
  7. Click Save.
  8. Optional: To verify that the strategy gives the expected results, click the Test tab, and then click Run to simulate the strategy execution.
    The actions output by each component are displayed on the strategy canvas.

Frequently asked questions about multilevel campaigns

 

Can I configure a traditional outbound campaign to be multilevel?

Multilevel decisioning is only available for multi-channel campaigns. Self-optimizing and outbound campaigns only support targeting the primary customer context.

If I have multiple brands, can I configure more than one customer context structure, for example, Account > Subscriber > Device and Household > Individual?

You cannot define multiple parent-child structures or have any contexts that are unrelated to the parent-child relationship. If you have multiple brands, organize the customer contexts in such a way as to cover all the brands in one parent-child structure.

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