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AnoojitD Member since 2015 11 posts
Capgemini
Posted: September 19, 2018
Last activity: September 24, 2018
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Control group at proposition level with validity period

Hi, We are having a similar requirement of creating control groups at proposition level. The business directive behind this is to measure the effectiveness of the proposition launched via Pega ( inbound/outbound channels) against any other channels. Here are the high level requirements: Control group would be based on a target group which would be randomly selected and designated as the nth customer. For e.g. if there are 200 customers in the target group then the business would configure every 20th customer to be in control group ( like 20th, 40th, 60th etc till 200th). Further to this there would be a so-called blackout ( validity) period of 100 or 150 days. This means if a customer is in a specific control group based on the interaction across inbound and outbound channels, then he/she would continue to remain in that group for that period. So it means that the same 20th customer can become the 10th customer viewing / reviewing the proposition in his next interaction, he would still belong to the control group as long as the second interaction is happening within 100 or 150 days. The reverse is also true for a customer who is not in a control group would not be in a control group for that entire period of 100 or 150 days. We are kind of stuck in arriving at a potential solution for this, mainly because this is not in line with what Pega uses control groups for ( using segments and outbound marketing). There is also a challenge to apply the logic of the validity period on the proposition level. From a performance perspective ( esp in inbound channels), scanning through the entire IH_FACT to pick up if a customer has belonged to the control group in the past when we go live with this solution. Any ideas / thoughts / directions would be very helpful.

Pega Customer Decision Hub Pega Marketing Decision Management
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