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Repositories of marketing subject data

Marketing subject data in Pega Marketing implementations resides in the relational database that supports Pega Platform™. You can also host part of the marketing subject data in a Cassandra repository to decrease latency and increase speed and resiliency.

What is marketing subject data?

Marketing subject data provides the baseline data about customers, accounts, subscribers and other elements, to support your marketing activities. For example, your marketing subject hierarchy can contain the following data:

  • Customer
    • Accounts
    • Purchases
      • Product type
      • Product code
      • Outlet

Marketing subject data in a relational database

By default, all marketing subject data resides in a relational database. This database contains the following schema:

  • Pega Rules
    • Pega rule base
    • System tables
  • Pega Data
    • Work tables
    • Interaction history
    • Email
    • SMS
    • Push notifications
  • Pega Marketing external schema
    • Marketing subject data
    • Segments
    • Campaign execution results
    • Master segment table
    • Outbound staging for templates
    • Seed lists
    • Contact summary

In this configuration, all marketing subject data resides in the MktData schema. Services such as Adaptive Decision Manager and Visual Business Director use a Cassandra-based Decision Data Service. To assemble the subject model data for decisioning, configure the data flow for your primary customer context, for example, the CustomerData flow. For more information about customer contexts, see the Pega Marketing Implementation Guide on the Pega Marketing product page.

Make sure that your marketing subject data resides in the same database instance as the Pega Data schema. If the marketing subject data resides in another database instance, Pega Marketing cannot track treatment delivery or access interaction history during segment creation.

Marketing subject data in Cassandra

You can use the Cassandra-backed Decision Data Services to store marketing subject data. Storing data in a Cassandra repository increases flexibility and performance. In this configuration, segmentation is done in the relational database, but after it is done, marketing campaigns use data which resides in Cassandra. However, any data required to create customer segments must still reside in a relational database. For example, if you want to create Segment criteria using the CustomerType, Age, and Gender properties, these properties must reside in the relational database. The other data fields and entities can reside in Cassandra.

You can use data flows and data sets to propagate data between the relational database and Cassandra and ensure that customer in the relational database have corresponding Cassandra data that can be matched by the entity ID. For example, you can create a data flow that sends data to Cassandra at regular intervals. Use the Compose and Merge flow shapes to assemble the correct structure for the marketing subject data before storing it in Cassandra. The following figure illustrates the example flow of events. For more information about creating data flows, see the Pega Marketing User Guide on the Pega Marketing product page.

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Data propagation between the relational database and Cassandra

Your implementation can connect to internal and external Cassandra clusters, as long as the external Cassandra cluster is in the same network as Pega Marketing. For more information about configuring internal and external Cassandra connections, see Techniques for Integrating Cassandra with your Application.

Published July 11, 2018 — Updated July 11, 2018


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