Posted: 4 Jan 2018 4:05 EST Last activity: 9 Jan 2018 9:59 EST
How to track responses in Pega Marketing
We hope to launch Multi-tier campaign in Pega Marketing. However, we are not receiving direct responses from our customer; we will deduce the responses from our customer database
E.g. I push SMS to a customer to advice them to recontract. 2 weeks later, if the customer does not recontract, I will send them another sms to remind them. The customer do not response directly to Pega for the recontract. We have to check our customer database to see if he has recontracted.
Please advise how we can achieve this in Pega Marketing.
Not having a response come back to Pega Marketing (direct via customer or a subsequent automated system) is sub-optimal and would make it difficult for the system to learn and make use of its AI. If you really have to mechanism to have the responses come back, you can create a recurring campaign that has 2 runs. Run 1 sends initial SMS (offer A) to target customer. Run 2 filters out/in customers in initial target that have responded (or not) and sends them another SMS (offer B). Filtering out/in customers can either be done in your segment definition or in your strategy, but both options assume you have access to the re-contracted information either in the customer table or in an association table that can be referenced.
Again, I encourage you to find ways to get the response back into the system for automated processing and followup and more importantly learning for your models.
Do note that not all systems are build on top of Pega. For us, Pega is just a supporting system, not our main system. Therefore, we cannot expect everything goes back to Pega.
Besides, is there any documentation for us to feedback the campaign responses back to Pega? Please point out the documents so that we can explore further.
We are migrating from Chordiant Marketing Director into Pega Marketing. Pega has acquired Chordiant, and we have hoped all the good features have been incorporated into Pega Marketing. So far, I feel that Pega Marketing has been failing us during these few weeks of development work. I cannot even find a proper document on guiding us on how to create a outbound campaign, from head to toe; even the configure for SMS (in my other post) has no detail documentation.
Frankly, I do not have much faith in Pega moving forward.
I was not trying to suggest that everything needs to be built on Pega, I was suggesting that if you want the best value from Pega Marketing then you should strongly consider sending signals back to it from down-stream systems/channels.
Please refer to the user guide (please note this is the latest user guide and you might need to reference a different document for your version of the product). There are also many courses and online educational resources that can help you with broad or specific usage details.
If you still have concerns I highly suggest you reach out to your Pega engagement lead to identify other sources of info and help to get project on the right track. Feel free to continue to ask specific questions on this community.
One last comment as you reference Marketing Director and Pega Marketing. Pega Marketing takes a significantly different approach to the solution as it tries to unify inbound and outbound marketing based on the philosophy of Next Best Action. As such, while it covers all the features and capabilities of Marketing Director, often it does so in a different methodology to allow the fundamental principles of unification and NBA. Its important for you to consider these changes and not just assume everything will work the same as it did in Marketing Director.
There is also an alternative to using two campaigns, by rather just use the original campaign and leverage the Offer Flow. For example, in the offer flow after sending the message, wait, then check what the inferred response should be from the back end data, and based on that potentially send a follow up SMS. Both this approach and the approach above would work equally well.
I do agree with Saleem that the preferred way actually is to use the direct inbound SMS integration we offer, i.e. use the real response, not the inferred one. For example if the customer can reply by sending a SMS response, we offer capabilities to parse these inbound responses, update the response history and hence this could then immediately result in that specific offer flow for the customer to continue in near real time without the need of extra batch runs, for example for automated fulfilment, which can also be orchestrated from Pega. This concept of Offer Flows being executed in near real time at customer level is actually an example of an improvement over Marketing Director (and there are many more).
If you want to review some of the points where you are unsure how to best approach these with Pega Marketing please ask your AE to set up a short discussion/demo session.