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Cheri Gaudet (gaudc)
Measured Response LLC
Cheri Gaudet
Measured Response LLC
US
gaudc Member since 2016 22 posts
Measured Response LLC
Posted: April 9, 2021
Last activity: April 12, 2021
Posted: 9 Apr 2021 14:23 EDT
Last activity: 12 Apr 2021 6:11 EDT

Optimizing Adaptive Models For Conversions and Clicks

Our client would like to start optimizing adaptive models for conversion events, such as enrolling in certain programs, without losing the ability to optimize for clicks. What is the best way to configure this?

Models are live for both web and email, currently.

If I include both Click and Enrollment as positive outcomes in the same adaptive model rule, how would this affect model learning?

Is it better to create a separate model that only defines Enrollment as a positive outcome, and then figure out some way to use both the Click and Enrollment propensities at decision time?

Another solution I am considering is using an Enrollment-optimized model to identify a next-best-ACTION, and then a Click-optimized model to identify the next best TREATMENT. However, I haven't evaluated the extent to which changes to NBAStrategyFramework and its substrategies would be needed to implement this solution.

Any thoughts you could share on this would be much appreciated.

 

Thank you,

Cheri

Pega Customer Decision Hub for Financial Services 8.5 Decision Management Financial Services Decisioning Consultant