Pega Marketing

PRODUCT OVERVIEW
8.1
 © 2018
Pegasystems Inc., Cambridge, MA
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www.pega.com

Pega Marketing

Document: Product Overview

Software Version: 8.1

Updated: October 2018

CONTENTS
Product overview......................................................................................................... 1
Measurable business benefits .......................................................................... 1
Creating relevant experiences for every customer .................................. 1
Giving marketers more control .................................................................. 1
Optimizing customer lifetime value ........................................................... 1
Marketing use case examples .......................................................................... 1
High-level capabilities ........................................................................................ 3
Next-Best-Action marketing........................................................................ 3
Next-Best-Action Advisor ............................................................................ 3
Retail Advisor ................................................................................................ 3
Paid Media Manager .................................................................................... 3
Shared marketing components .................................................................. 3
Analytics-based campaigns ......................................................................... 4
Marketing operations .................................................................................. 4

High-level functionality .............................................................................................. 5

Pega Marketing portal ....................................................................................... 5
Customer journey .............................................................................................. 5
Marketing dashboard ........................................................................................ 6
Multi-channel campaigns .................................................................................. 7
Self-Optimizing campaigns ............................................................................... 9
Outbound campaigns ......................................................................................10
Next-Best-Action Designer ..............................................................................11
Strategy builder ................................................................................................12
Segments ..........................................................................................................13
Paid Media Manager ........................................................................................13
Context Dictionary and context switching ....................................................14
Control groups..................................................................................................15
Strategies ..........................................................................................................15
Contact policies ................................................................................................16
Volume constraints ..........................................................................................16
Offer constraints ........................................................................................16
Channel constraints ...................................................................................17
Offers .................................................................................................................17
 Treatments........................................................................................................19
Templates .........................................................................................................19
Microsites ..........................................................................................................20
Geofences .........................................................................................................20
Real-time events ...............................................................................................21
Real-time containers ........................................................................................21
Prospects...........................................................................................................22
Seed lists ...........................................................................................................22
Data management ...........................................................................................23
Checklists ..........................................................................................................23
Customer profile ..............................................................................................23
Revision management .....................................................................................24
Identity matching .............................................................................................24
Next-Best-Action Advisor ................................................................................25
Retail Advisor ....................................................................................................26

Processes and reports ............................................................................................... 28

Next-Best-Action Advisor use cases ...............................................................28
Pega Marketing interaction types ..................................................................28
Pega Marketing reporting functionality .........................................................29

Data and logic model ................................................................................................ 31

Extended customer and prospect class structure ....................................... 31
Next-Best-Action Advisor blueprint and strategy model ............................. 32

Roles, portals, and dashboards ............................................................................... 33

Pega Marketing roles .......................................................................................33
Pega Marketing portal .....................................................................................34
Field Marketing portal .....................................................................................34
NBAA portal ......................................................................................................35
Marketing dashboard ......................................................................................36
Campaign monitoring ......................................................................................36
Paid media audiences......................................................................................38
Product overview
Marketing organizations looking to make a significant impact on the customer experience
and to drive an effective return on marketing investment are turning to a Next-Best-Action
approach to marketing. The Pega approach to marketing uses decision management and
analytics to determine the right action for every customer and provides customers with the
right message, at the right time, in the right channel.

Built for marketers responsible for managing inbound and outbound customer
communications and experiences across paid and owned channels, the solution delivers on
this vision through a unique combination of real-time inbound and outbound marketing,
campaign management, and marketing operations capabilities that leverage predictive and
adaptive analytics, real-time decisioning, and business process management. The Pega
marketing solution dynamically manages multi-channel conversations through the entire
customer lifecycle, from offer design to offer fulfillment.

Measurable business benefits

Creating relevant experiences for every customer
Turn every interaction into a guided, relevant conversation by executing the Next Best
Action at the moment of truth. This solution continuously learns and adapts to every
customer in real time, across all channels, including paid and mobile.

Giving marketers more control

Design, change, measure, and control multi-channel customer strategies with a single
marketing application and portal that does not require IT involvement. Pega is the only
solution to support marketing operations with a robust business process management
platform that seamlessly connects sales with the customer fulfillment processes.

Optimizing customer lifetime value

Maximize revenue with proactive cross-sell, up-sell, and retention opportunities for
customers, and coordinate the experience across inbound and outbound and also paid
and owned channels. The solution provides the optimum balance between various
customer needs and the specific needs of the business.

Marketing use case examples

The table below presents an example list of common use cases. Each represents a scenario
in which a customer may utilize Pega Marketing to achieve a business objective:

Use case Description

Retention Pega Marketing provides the agent with the tools to ensure that they
understand the value of the customer and the best options to retain
customers who are looking to churn.

Pega Marketing Product Overview 1

 Use case Description
Cross-Sell/Upsell Next Best Offer prioritized ranking is supported by all the necessary
arguments and collateral to convert the opportunity.
Negotiation-Based This engagement type takes a more consultative approach to selling by
Selling putting the customer in charge of the conversation while ensuring that the
negotiation stays within the budgets calculated for this customer.
Product/Service Communicating to customers proactively to entice or stimulate product or
Usage Stimulation service usage. Calculating the right incentive for each customer will ensure
a higher conversion rate.
Renewal Targeting customers who are approaching key product events to ensure
Reminders/Retention they remain loyal customers.
Newsletter, Article, Driving traffic to landing pages or microsites to capture customer details
Content Marketing and fuel lead capture and conversion processes.
Significant Daily Campaigns that seek out customers with important anniversary
Event/Anniversary dates with specific, personalized messages, e.g., Birthday Campaign.
Communication
Acquisition Either direct to customers or via prospect lists to drive growth of the
customer base.
On-Boarding Initial communications focusing on things like Welcome packs, Sign-up for
Auto-Pay, Payment reminders, and product and service awareness.
Product/Service Product and service promotions to generate awareness or education to
Promotion support or coincide with product launches.
Retargeting Targeting customers who partially engaged on with appropriate
messaging to reinforce the features and benefits.
Viral Marketing Capturing customer details and other related data items and using these
to trigger other marketing messages to create the potential for very high
visibility and visibility of the company messages.
Incentive-Driven, Using what we know to tailor individual communications for each
Game-Oriented customer to ensure they are relevant, timely, and appropriate.
Marketing
Seasonal Marketing Keeping organizations in the mind of the customer at relevant times of the
year.
Bundling By packaging up multiple offers within a parent offer, bundling enables
organizations to communicate a tailored package of offers to each
customer.
Location-based Target customers based on their location using Geofence functionality.
marketing
Event Respond to real-time marketing opportunities by pushing relevant offers
initiated/Trigger to customers.
marketing

Pega Marketing Product Overview 2

High-level capabilities
Next-Best-Action marketing
Customer-centric approach to marketing that combines traditional business rules with
predictive and adaptive analytics to provide real-time and batch marketing offers and
treatments to drive customer lifetime value. This includes the capabilities to allow
marketers to create a cross-channel engagement strategy that continuously look at
customer history and many different customizable attributes to determine the top offer,
best time, specific treatment, and best channel to interact with customers and prospects.

Next-Best-Action Advisor
An agent-assisted channel application that provides a best practice implementation of
Next-Best-Action for use by call center agents, retail users and brokers. Includes UI panels
and decision logic for offer presentment, bundle negotiation, what-if analysis, needs
assessment and house-holding. Advisor provides flexible deployment options, allowing it to
be deployed within Pega Customer Service and Sales Automation, as a standalone
application or embedded within a third-party desktop.

Retail Advisor
Retail Advisor extends the power and capabilities of Next-Best-Action for Sales, Servicing,
and Marketing for retail employees and self-service kiosks. Customers can look on with
employees to configure personalized product bundles at their convenience on a tablet
device.

Paid Media Manager

Paid Media Manager extends Next-Best-Action to paid channels including Facebook Ads,
Google Ads, and LinkedIn Ads. Which offer or offers to show advertisements for to each
individual can now be decisioned on based on sophisticated strategies and AI. The full
fidelity of enterprise data within the firewall can be safely leveraged to power these paid
decisions just as they do on owned channels.

Shared marketing components

Pega Marketing includes a core set of Pega-provided marketing capabilities leveraged by
every module of the solution that allows marketers to design, execute, deliver, and adapt
to marketing strategies. Pega shared components include a consolidated marketer’s portal
that has customizable dashboards, Offer and Campaign design, treatment design, channel
configuration, constraints optimization, and response management.

Pega Marketing Product Overview 3

Analytics-based campaigns
Analytics-based campaigns capabilities include intelligent segmentation that leverages
predictive analytics and easy to use visual segments to pick the right variables and profiles
and dynamically change them over time based on customer behavior.

Marketing operations
Pega Marketing operations capabilities include dynamic case management that can
orchestrate multiple processes, systems, and people. This allows marketing to adapt to
complex business needs. The Marketing Operations module includes checklists for
marketers to monitor and control work, as well as several approval templates that can be
quickly leveraged in the marketing organization to support financial business objectives.

Pega Marketing Product Overview 4

High-level functionality
Pega Marketing portal
The Pega Marketing portal is specially built for the marketing user and provides the user
with quick and convenient access to a wide variety of resources. This portal incorporates a
role-based information layout where Analyst, Manager, and Administrator users see
appropriate menu items.

Customer journey
A customer journey represents the phases or stages a customer goes through before
converting or accepting a specific outcome. For example, a New Credit Card journey
attracts customers to sign up for a credit card. A journey is made up of many individual
messages and communications such as email, SMS, or paid ads that occur over time.

Customer journey allows users to visualize how customers progress through the journey
and determine the most successful messages and channels. This helps identify where
resources should be best deployed.

Pega Marketing Product Overview 5

Marketing dashboard
The dashboard allows marketers to view and report on metrics that are important to their
efforts, and track the performance of their marketing initiatives.

The dashboard framework consists of 20 Pega-provided executive level widgets pertaining

to Awareness, Acquisition, Engagement, and Business KPIs. These widgets show current
and trending results for the corresponding metric. The dashboard allows the marketer to
establish and track goals, and provides customizable insight and recommended actions for
each KPI.

Marketers can customize the widgets displayed in the dashboard and configure the goals
for each widget. The marketer can also apply different filters to further refine the displayed
metric data.

Pega Marketing Product Overview 6

Multi-channel campaigns
Multi-channel campaigns (commonly referred to as campaigns) enable marketers to use
the power of intelligent segmentation and analytics to deliver the right offering to the right
customer at the right time. Campaigns progress through various stages, such as design,
approval, and running. Marketers can specify details, financial information, and goals for
their campaigns.

Pega Marketing Product Overview 7

At the campaign level, the marketer can review performance over time, as seen in the
following image:

Pega Marketing Product Overview 8

Self-Optimizing campaigns
Self-Optimizing Campaigns provide an intuitive user experience which automates the
process of splitting a campaign into a series of experiments or waves and leveraging the
power of AI to automatically learn which offers appeal to your customers. By continuously
monitoring and applying the learning from previous waves to the next wave, Self-
Optimizing Campaigns deliver incremental lift and improved outcomes across the entire
campaign.

Pega Marketing Product Overview 9

Outbound campaigns
For advanced marketing initiatives, multi-channel campaigns allow the use of adaptive and
predictive analytics with business rules to optimize across multiple offers, resulting in the
selection of the best offer for each individual customer. However, marketers often need a
simpler mechanism to promote a single offering and monitor its performance. The
Outbound Campaign construct provides just this functionality using a visual card paradigm
that highlights all aspects of the initiative on a single canvas. This allows marketers to focus
on key aspects, such as the audience, the offer, and the flow.

Pega Marketing Product Overview 10

Next-Best-Action Designer
NBA Designer provides a single location for marketers to define and manage their
organization’s Next-Best-Action framework. This starts with defining the business issues
and groups they want to focus on, which becomes the NBA hierarchy. With a hierarchy in
place, marketers are free to configure the actions, eligibilities, and offers from the Top-
down, Bottom-up or Middle-out. The configured NBA framework can be associated to real-
time containers to service inbound channels as well as scheduled for specific outbound
interactions.

Pega Marketing Product Overview 11

Strategy builder
Strategy Builder brings an Express like capability to creating and managing decision
strategies. Strategy Builder provides a growing list of business objective templates, such as
Priority rank offers by segmentation or analytics, calculate customer lifetime value, Offer
Prioritization, and Product Bundling. After selecting an objective, users are presented with
a set of questions that capture their specific requirements and are used to generate a best
practice decision strategy.

Pega Marketing Product Overview 12

Segments
Segments provide the capability to identify a specific group of customers that match some
criteria and to use this group as the audience in campaign execution. Segments can also be
used within the marketing strategy to decide what offers are made to which customers
based on the segments they are in.

Historically, the assembly of criteria to describe a segment has been an area in which the
marketer had to rely on intuition, prior complex analysis, or guess work. Pega Marketing
solves this using intelligent segmentation. The solution can leverage the power of decision
management (in segment criteria) through the use of statistical analysis to discover
predictors within the customer data that contribute positively towards a targeted outcome
(like the purchase of a product). The solution also uses sampling strategies to optimize the
processing involved in discovering these predictors.

Paid Media Manager

Paid Media Manager (PMM) enables marketers to leverage enterprise data and insights to
drive intelligent and effective advertising. PMM is highly integrated with NBA Designer.
When an NBA decision is made on what offer or offers an individual is eligible for PMM can
then communicate those decisions to ad platforms by placing customers and prospects in
the appropriate audiences. Inclusion an audience indicates the offer an individual will be
targeted with as well as the bid level.

Historically, these ad decisions were based only on broad segmentation based on

anonymous data. With PMM ad decisions can be driven by the full fidelity of your
proprietary enterprise data and insights that drive your owned channels. PMM takes a
privacy first approach by only communicating the decision over the firewall to ad
platforms. The backing enterprise data and AI-based insights stay safely within your
firewall.

These decisions can be communicated by leveraging direct CRM server-to-server APIs to

Google Ads, Facebook Ads, and LinkedIn Ads. Traditional pixel-based APIs are also
supported Adobe Audience Manager as well.

PMM also enable segments to be communicated safely and securely to ad platforms using
these same paid channel integrations.

Pega Marketing Product Overview 13

Context Dictionary and context switching
Easily switch contexts to engage households, customers, and accounts alike. The Context
Dictionary provides an intuitive means to model customer entities including customer,
prospect, and associated data. Segments and Campaigns allow for selecting the
appropriate context. Strategy Canvas supports switching contexts, simplifying strategy
configuration.

Pega Marketing Product Overview 14

Control groups
In an experiment, a control group is a group, separated from the rest of the experiment,
which is isolated from the variable being tested. In marketing, control groups can be used
to assess the performance of marketing initiatives.

Pega Marketing provides support for defining and populating control groups. In addition,
the strategy rule also provides support for assessing whether a customer is in a control
group. This allows the user to treat control group members differently. For example,
control groups members might not receive an offer.

Strategies
A marketing strategy enables the user to match the offers that are available for a campaign
to the customers in the target population.

Pega offers a rich visual capability to design sophisticated decisioning strategies to drive
intelligent decisions, alerts, recommendations, and next best actions. This allows the
business to “mind map” their customer interaction strategies in this higher level “strategy
sketch pad.”

Pega Marketing Product Overview 15

Strategies ensure that each customer is targeted with the offer that is most suitable for
them. The strategy rule enables the user to apply various business goals and prioritization
criteria to make this determination. An example of a hierarchy of strategies is shown in the
following screenshot.

Contact policies
Contact Policies provide a mechanism for controlling and restricting how many times a
customer is contacted in accordance with corporate and/or regulatory guidelines. A single
policy can contain the contact limits for multiple channels of communication. Each contact
limit is applicable over a specified time (e.g. weekly, yearly, etc.). Furthermore, the contact
policy can be disabled, enabled only for a specified date range, or always enabled.

Volume constraints
Volume constraints allow marketers to maximize the return on their campaigns—in terms
of response or profit—under specific offer or channel constraints. Pega Marketing provides
constraint optimization that can be used when there is a finite amount of offers available
or a capacity limit to be managed for a given channel. The following two constraint types
are supported.

Offer constraints
Offer constraints allow the user to specify the maximum and/or minimum volume for an
offer. This is useful in situations where there is only a limited quantity available for a
product.

Pega Marketing Product Overview 16

Channel constraints
Channel constraints allow the user to specify a maximum and/or minimum value for a
delivery channel (e.g., Email, SMS, etc.). This is useful in situations where there are
limitations on the delivery mechanism, such as SMS or email server throughput.

Offers
An offer is the marketing manifestation of a decisioning proposition. The proposition holds
various details about an offering, such as Start Date, End Date, and Expected Revenue. In
addition to the proposition data, the offer rule enables the marketing user to visually
specify the sequence of communications (i.e., the Offer flow) for a proposition. The Offer
flow enables marketers to communicate their multi-stage offerings across multiple
channels using configurable shapes, such as Email, Wait, and Hand Off.

These capabilities allow a business user to fully define propositions using multi-channel
communication strategies, visual treatments, and the business logic to determine when
and how to present to a customer. This will greatly reduce the time it takes to get new
offers to market in any channel, including inbound or real-time channels. The Offer flow
editor provides the user with an intuitive drag-and-drop mechanism for designing their
offerings.

Pega Marketing Product Overview 17

The option to create offers from a file further streamlines the offer definition process. The
newly created offer’s flow configuration can be copied from another offer or shared with
another offer.

Pega Marketing Product Overview 18

Treatments
A treatment is the definition of the content that is delivered to a customer as part of an
offer over a specific communication channel. The system provides support for four kinds of
treatments: Email, Passbook, Section, and SMS. An example of an email treatment is shown
in the following screenshot.

Templates
A marketing template is the definition of the content that should be written to an external
source as part of making an offer. The system provides support for writing to both a file
and a database table. Any outbound shape in the Offer flow can be configured to write to a
File Template and/or a Database Template.

Pega Marketing Product Overview 19

Microsites
A Microsite is a collection of one or more pages that can function as a standalone entity.
Microsites can be standalone or can be embedded into existing websites. They can be used
for various marketing purposes, such as product announcements and lead generation.

Geofences
A Geofence is a virtual boundary around a location. Marketing users can define Geofences
in the system and then use them to trigger events. For example, a customer entering (or
nearing) a store could trigger the Geofence for that store. This could in turn trigger an
event whereby the customer is presented with an appropriate offer. Users can also
reference Geofences in strategies and can harness this to determine the most relevant
offer for a customer.

Pega Marketing Product Overview 20

Real-time events
Events provide a mechanism for responding to real-time marketing opportunities. An event
is, essentially, an entry-point into the marketing application which can be initiated by
internal or external systems. Events can be mapped to multi-channel campaigns and can
trigger their execution.

Real-time containers
Real-time containers provide a way for marketers to manage content that appears in other
non-agent assisted real-time channels, such as web and mobile. As an example, a marketer
may define a container to represent a region of a web page. They can then associate the
container with a campaign. When the container is loaded, the associated campaign is
executed, and the container gets populated.

Pega Marketing provides a set of APIs, which can be invoked from real-time channels, to
facilitate the population of a container and to capture customer responses.

Pega Marketing Product Overview 21

Prospects
In marketing terms, a prospect is a potential customer, which the marketing user wants to
target. Pega Marketing provides support for importing Prospect Lists, creating Prospect
Segments, and targeting prospects via campaigns.

Seed lists
A seed list is a collection of artificial entities (also called “seeds”) that can be used to test,
monitor, and validate various aspects of the processing infrastructure. For example, such a

Pega Marketing Product Overview 22

list can be used to test the timeliness and reliability of processes being handled by a third
party.

Each seed represents a make-believe customer and all applicable customer attributes can
be specified for a seed. Multiple lists, each containing their own seed data, can be created
and managed within the marketing application.

Data management
Marketers can view and manage customer and related data through Data Management
landing pages. The landing pages allow marketers to import new or updated customer
information. The Data Management landing pages also support custom views of your data.

Checklists
A checklist represents a set of actionable steps which must be performed to accomplish a
goal. A Checklist Task represents each actionable step. A checklist can be associated with
either an offer or a campaign.

Customer profile
Customer profile is a way of describing a customer categorically so that they can be
grouped for marketing purposes. This includes a set of characteristics that identifies the

Pega Marketing Product Overview 23

customer and their value to the organization. This profile also includes a quick glance of
the interaction between the customer and the organization.

Revision management
Revision management is a Pega Platform feature that enables business users (such as
marketers) to take ownership of parts of the enterprise application. Marketers can make
controlled changes in the business sandbox and test these in production within the
boundaries defined by IT.

Identity matching
Identity matching is a feature that allows a Pega Marketing application to identify
individuals across their addressable devices. This feature also enables a seamless
transition between an anonymous individual and a recognized customer.

When an individual is anonymous (e.g., not logged in), relevant information is captured
during their various interactions with the application. This information can then be utilized
to determine the Next-Best-Action for this individual. When the individual authenticates

Pega Marketing Product Overview 24

themselves as a customer, their anonymous interaction data is merged with their previous
interaction history. This allows the marketing application to maintain a complete view of
the customer journey.

Next-Best-Action Advisor
Built for marketers responsible for managing inbound customer communications and
experiences, the Next-Best-Action Advisor (Advisor) solution provides features to rapidly
create and configure intelligent customer interactions that drive sales, reduce customer
attrition, and maximize the customer experience in inbound channels such as Call Centers
and Web. By continuously assessing everything known about and said by the customer,
Advisor allows marketers to create intelligent, optimal, and personalized offers for
customers, balancing customer needs against internal objectives, such as customer spend
and customer risk.

Advisor combines sophisticated adaptive analytics and real-time decisioning in a solution

that guides service representatives and customers through individual offer management
strategies. Advisor supports cross-sell/up sell, retention, education, risk, and many other
areas across marketing and service. Advisor includes pre-built components and best
practice offer presentation templates for use in contact centers.

Advisor may be deployed within Pega unified service desktop or easily integrated into a
third-party solution, so that you can:

Pega Marketing Product Overview 25

• Drive ROI by dynamically bundling propositions to determine value-sensitive financial
objectives, and optimizing time spent on calls and money spent on incentives.
• Increase satisfaction by easing agent workloads and delivering critical information that
meets customer needs, captures customer reactions, and immediately reflects this in
offers.
• Empower the business by enabling managers to track everything in real-time and adjust
thresholds on incentives, and by reducing time-to-market with configurable UI panels
and decision strategies.

Retail Advisor
Retail Advisor is a unified CRM tablet application that provides Sales, Service, and
Marketing capabilities to employees in retail locations. Specifically designed for use on a
tablet device, Retail Advisor frees employees from desktop terminals, allowing them to
focus on delivering a personalized experience. From greeting customers and answering
their immediate questions on their account, checking store inventory, and promotions to
configuring a personalized bundle based on their individual needs, Retail Advisor is there to
keep your customers coming back.

Pega Marketing Product Overview 26

Pega Marketing Product Overview 27
Processes and reports
Next-Best-Action Advisor use cases
Use case Description
Capturing a Customer’s Identifying the reason or context for a conversation with a customer
Intent is important for making the best possible decision. For example, a
customer may have a high propensity for a cross-sell but because
they are calling about a service issue you want to defer this
conversation. Next-Best-Action Advisor (NBAA) presents a list of
potential reasons a customer could be contacting which are used as
inputs into the real-time NBA decision.
Identifying the Next Best Determine and present the single best action an organization can
Action For a Customer take for a specific customer at the moment of interaction. This
includes arbitrating across multiple business issues such as
Retention, Servicing, Sales and Education.
Assessing the Next Best Offer A part of the overall Next-Best-Action, Next-Best-Offer (NBO)
(NBO) for a Customer determines and represents the best sales related offer for a
customer. This ranked offer decision is based on known customer
demographics, customer value, customer intent, history, behavioral
information, and predicted propensity towards an offer.
Bundled Offers for a Recommend the best offer or bundle of offers for each individual
Household or Business within a household or business or for the business as a whole.
Users are able to switch between the household members or
business accounts to configure individual bundles.
Create a Personalized, NBAA presents interaction scripts that guide an agent through a
Guided Customer Interaction dialog with the customer, ensuring that the conversation is initiated
Script in a consistent and personalized manner.
Present Intelligent and Businesses can group and present offers to customers or agents in
Relevant Offers ways that simplify viewing enabling them to interactively select and
compare the choices to negotiate a personalized deal.
Needs Assessment NBAA presents a set of questions that capture additional
information that is used to further refine the offer and bundle
recommendations.
Investment Budget In the Retention context, NBAA calculates the level of churn risk, the
customer value and the amount of money to invest in saving a
particular customer. This budget amount is calculated in real-time
for each customer.

Pega Marketing interaction types

Interaction type Description
Create a Campaign Pega Marketing supports multi-channel, multi-wave, and simple direct
campaigns. Marketers can specify goals, financials, and budget for their
campaigns.

Pega Marketing Product Overview 28

 Interaction type Description
Perform Distribution Pega Marketing allows campaigns to be run in test mode, thereby enabling
Testing the marketing department to validate the right offers are being made to
the right customers.
Perform Seed List Pega Marketing allows Campaigns to be run against a set of artificial
Testing entities (also called “seeds”) in order to validate the end-to-end behavior of
the Campaign.
Submit for Approval Pega Marketing’s Operations module allows Campaigns to go through an
approval process prior to being submitted for execution. This enables
marketing organizations to adhere to best practices around approvals.
Manage Campaign Pega Marketing allows the marketer to perform relevant actions (such as
Life Cycle edit, suspend, and resume) on the campaign during the course of its life
cycle.
Create Checklists Pega Marketing’s operations module provides the ability to create
checklists which can be associated with a campaign or an offer. Each
checklist contains tasks which describe the actions that need to take place
in order to consider the work on this asset to be complete.
Import Prospect Pega Marketing allows marketers to import prospect spreadsheets into the
Lists system and utilize the imported lists to target prospects.
Set up Seed Lists Pega Marketing enables creation of lists containing examples of customer
data. Marketers can use these lists to validate the behaviour of their
campaigns and offers prior to making these assets live.
Review System Pega Marketing provides a centralized utility that performs a self-diagnosis
Health of the marketing application and provides system administrators with links
to areas that need attention.
Configure Channels Pega Marketing provides robust support for a variety of communication
channels, including Email, SMS, Passbook, and Push Notifications.

Pega Marketing reporting functionality

Report Description
Interaction History Provides reports and charts detailing the accept rate, the volume by
channel, the volume by proposition, and recent Interactions.
Adaptive Models The models overview displays a visualization of all adaptive models
from the system. It allows the comparison of models in terms of
success rate and performance. The predictor overview visualizes
predictor performance and allows analysis of predictor use across
models within Adaptive Decision Manager (ADM).
Visual Business Director Provides access to VBD data sources, KPIs, and views.
Marketing Profile Enables marketers to probe the customer base and view how
Decisioning sees the customer: the profile displays their
demographics, their segment membership, their key measurement
points (such as life time value, churn risk, and credit risk), and their
recent interactions.

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 Report Description
Marketing Calendar Presents a bird’s eye view on the current set of marketing activities by
status and by time (day, week, month).
Report Browser Facilitates the management of reports in the system. Examples include
reports pertaining to interaction history, adaptive model performance,
checklist summary, campaign summary, promoter survey, and un-
subscriptions.

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Data and logic model
Pega Marketing provides common data objects to manage customer data. The following
matrix provides the key objects used in the Pega Marketing application:

Data object Description

Customer Representation of the customer entity. A custom customer class may be used
instead of the Pega Marketing provided customer class. The custom customer
class can be specified via the Application Settings landing page.
Prospect Representation of a potential customer. A custom prospect class may be used
instead of the Pega Marketing provided prospect class.

Extended customer and prospect class structure

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Next-Best-Action Advisor blueprint and strategy model
The following diagram illustrates the primary assets provided by the Next-Best-Action
Advisor blueprint:

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Roles, portals, and dashboards
Pega Marketing roles
Pega Marketing supports roles needed for corporate and field marketing operations. These
roles include Analyst, Manager, Administrator, Field Marketer, and Field Marketing
Manager.

This matrix describes each of the roles provided with Pega Marketing, their default portal,
and key dashboard capabilities:

Role Description Default portal

Analyst Marketing analysts create and Pega Marketing
manage marketing artifacts. They
also configure, run, and monitor
campaigns.
Manager Marketing managers manage Case Manager
teams of analysts. They can also
review and approve campaigns.
Administrator Marketing administrators have Designer Studio
access to system configuration
features.
Field Marketer Field marketers create campaigns Field Marketing
using campaign templates. They
identify contacts to target with
each campaign and can monitor
the success of their campaigns.
Field Marketing Manager Field marketing managers can Field Marketing
review and approve field
campaigns. They also monitor the
success of all field marketing
campaigns as a whole.
NBAA Developer NBAA developer can implement Designer Studio
and extend the Advisor desktop
application to meet specific
customer requirements. They can
also integrate the Advisor panels
into the customer service desktop.
NBAA Agent NBAA agent is typically a customer NBAA
service, sales, or retention agent
that interacts with customers over
all assisted channels.
NBAA Application Manager NBAA Application Managers can Designer studio
configure and manage the
application from a business
perspective. This includes defining
the customer intents and

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Role Description Default portal

categories, and actions available
for agents.

Pega Marketing portal

The Pega Marketing portal is specially built for the marketing user and provides the user
with quick and convenient access to a wide variety of resources. This portal incorporates a
role-based information layout where analyst, manager, and administrator users see
appropriate menu items.

Field Marketing portal

The Field Marketing portal is the default portal for both field marketers and field marketing
managers. It provides the user with resources to create, monitor, and manage their
campaigns.

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NBAA portal
The NBAA portal is the default portal for NBAA agents. It enables the user to assist
customers with their service requests and create personalized offer bundles to satisfy
overall business objectives.

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Marketing dashboard
The Marketing dashboard provides marketers with a customizable set of widgets. These
widgets display the application's performance across various marketing metrics. Marketers
can customize the widgets displayed in the dashboard and configure the goals for each
widget. Once configured, the dashboard enables marketers to quickly assess how their
business is doing. The marketer can also apply different filters to further refine the
displayed metric data.

Campaign monitoring
The campaigns landing page lists the multi-channel campaign and outbound campaigns
system. Marketers can use this landing page to find and open existing campaigns, create a
new campaign, and review high-level campaign details.

The marketer can drill into each of the campaigns and review their specific performance.
The image below illustrates the key metrics (impressions, conversions, click-through rate)
over time, at the campaign level and per offer contribution.

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These KPIs and the trends area help to drive awareness and reporting on how effective the
marketing activity has been. This all starts when the marketers specify the individual
campaigns, their goals, and budgets.

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Paid media audiences

Paid Media audiences landing page list all paid audiences in the system along with
population size. For Google Ads the match rate is also shown per audience. Audiences can
be filtered by destination, destination type, issue, and/or offer group.

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