Pega Marketing User Guide€¦ · DOCUMENT:PegaMarketingUserGuide SOFTWAREVERSION:7.21...

Pega Marketing7.21

USER GUIDE

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DOCUMENT: Pega Marketing User GuideSOFTWARE VERSION: 7.21UPDATED: April 2016

http://www.pega.com/

CONTENTS

Preface xiiiIntended Audience xivGuide Organization xiv

Chapter 1: Pega Marketing Overview 1Features 2Logging In 3Pega Marketing Portal 3Header 4Navigation Panel 6Home Page 7Transitioning from Next-Best-Action Studio 9

Chapter 2: Marketing Dashboard 10Using the Dashboard 11Understanding the Widget Display 11Applying Filters 19

Customizing the Dashboard 20Managing Widgets 20Configuring Widget Options 22Customizing Insight & Action 24Customizing the Default Dashboard 25

Chapter 3: Next-Best-Action 26Configuring NBA Hierarchy 27Configuring NBA Definitions 30Configuring the Next-Best-Action Node 31Configuring a Business Issue Node 34Configuring a Business Group Node 36Configuring Usage 36Saving Configuration Changes 37

Chapter 4: Multi-Channel Campaigns 39Campaign Management 39

Pega Marketing User Guide i

Campaign Creation 41Campaign Configuration 42Specifying Details 43Specifying Goals 44Selecting a Strategy 44Selecting an Audience 46Configuring Campaign Engagement 47Selecting a Constraint 55Using a Configuration Modal Window 56

Campaign Approval 57Submitting a Campaign for Approval 57Recalling a Submitted Campaign 58Approving and Rejecting Campaigns 59

Campaign Validation 60Campaign Testing 61Distribution Test 61Seed Test 63

Campaign Execution 64Running a Campaign 64Rescheduling a Campaign 65Suspending a Campaign 66Resuming a Campaign 67Stopping All Runs 68Stopping a Run 69Restarting a Run 70Skipping a Run 71Campaign Execution Cycle 72

Campaign Monitoring 73Monitoring Campaign Performance 73Viewing Run Details 77

Campaign Completion 80Wrapping up a Campaign 81Archiving a Campaign 81

Pega Marketing User Guide ii

Restoring a Campaign 82Reopening a Campaign 82

Chapter 5: Outbound Campaigns 83Outbound Campaign Lifecycle 83Creating an Outbound Campaign 85Configuring an Outbound Campaign 86Specifying Details 86Selecting the Audience 87Selecting the Offer 90Selecting the Flow 93Specifying Goals 95

Validating an Outbound Campaign 96Running an Outbound Campaign 97Monitoring Outbound Campaign Goals 98Wrapping up an Outbound Campaign 99Other Outbound Campaign Actions 99Rescheduling an Outbound Campaign 100Suspending an Outbound Campaign 100Withdrawing an Outbound Campaign 100Archiving an Outbound Campaign 101Restoring an Outbound Campaign 101Reopening an Outbound Campaign 101

Chapter 6: Segments 102Criteria Segments 103Designing a Segment 104Creating Visually Composed Segments 105Creating Non-Visual Segments 133Saving and Running a Segment 134Configuring and Scheduling a Segment 136Segment History 139

Intelligent Segmentation 139Configuring Samples 140

Pega Marketing User Guide iii

Configuring Analysis Projects 144List Segments 155Creating a List Segment 155Importing Customers from a List 156Selecting and Adding Customers Manually 158Removing Customers from the Segment 159Populating the Segment 159Reviewing Segment History Information 159

Chapter 7: Control Groups 161Creating a Control Group 161Populating a Control Group 162Determining Control Group Membership 162

Chapter 8: Strategies 166Guided Strategy Creation 167Specifying Basic Details 167Configuring Targeting Options 168Arbitrating over Targeting Approaches 175Configuring Overall Prioritization 177Saving and Reviewing Generated Strategy 177

Marketing-centric Strategy Actions 178Using Segments within Strategies 178Using Contact Policies within Strategies 180Using Geofences within Strategies 183Using a Strategy to Stop In-Flight Offers 186

Chapter 9: Contact Policies 188Contact Policy Management 189Creating a new Contact Policy 189Deleting a Contact Policy 191

Chapter 10: Volume Constraints 192Configuring Constraint Reset Options 194Specifying Offer Constraints 195Specifying Channel Constraints 196

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Chapter 11: Offers 198Creating the Offer Flow 200Adding Flow Shapes 200Connecting Two Shapes 230Offer Flow Validation 234Adding Inbound Channel Support 235Sample Offer Flow 237

Specifying Offer Details 238Basic Offer Attributes 238Bundle Attributes 239Field Marketing Details 239Custom Attributes 241Creating a New Attribute 241

Testing the Offer Flow 243Monitoring Waiting Offers 245View Waiting Offer Counts 245Update Expiration Time for Waiting Offers 247Stop Waiting Offers 248

Chapter 12: Treatments 250Email Treatments 250Configuring the Email Treatment 251Testing the Email Treatment 256

Passbook Treatments 258Configuring Pass Elements 260Configuring Pass Fields 264Configuring Advanced Passbook Options 265Testing the Passbook Treatment 265

Sections 266SMS Treatments 267Using the SMS Treatment Editor 268Testing the SMS Treatment 270

Chapter 13: Templates 272

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File Template 272Database Template 273Configuring Output Destination 273Configuring Output Content 274Specifying Header and Footer Information 275Specifying Output Fields 275

Configuring File and Table Finalization 276File and Database Landing Page Actions 279

Chapter 14: Offer Bundles 280Offer Bundling Basics 280Offer Roles 280Offer Bundle Types 280

Specifying Offer Bundle Settings 281Using the Details Tab on the Offer Rule Form 281Specifying Bundle Characteristics in the Strategy 282

Designing Offer Flows for Bundles 283Designing the Parent Offer 283Designing Member Offers 284

Designing Email Treatments for Bundles 285

Chapter 15: Microsites 287Creating a Microsite 287Managing Microsite Stages 290Adding a New Stage 290Deleting a Stage 290Reordering Stages 291

Configuring a Stage 291Launching another Microsite 293Defining and Using Custom Fields 294Embedding a Microsite Link in an Email Treatment 295Launching and Testing Microsites 295Example Microsite Configurations 296Microsite using Custom Site Data 296

Pega Marketing User Guide vi

Microsite using Customer and Offer Data 298Note on Deleting Microsites 300Manage Subscription Preferences Microsite 300Embedding Subscription Microsite Link 301Subscription Microsite Functionality 301Viewing Unsubscribe Data 303Subscription Microsite Configuration 305Subscription Preference Data Class 306

Chapter 16: Geofences 308Geofence Management 308Creating a new Geofence 308Viewing Associated Events 313Importing Geofences 313

Geofence Services 317Preferred Geofences Lookup 317Detect/Trigger Geofences 318

Chapter 17: Real-Time Events 321Event Management 321Creating a new Event 321Viewing Associated Campaigns 324

Triggering an Event 325Integration with Event Strategy Manager 325

Chapter 18: Real-Time Containers 328Container Management 328Creating a New Container 328Viewing Associated Entities 330

Real-Time Container APIs 331Container 332CaptureResponse 334CustomerOfferHistory 336ExecuteContainer 338ExecuteMobileContainer 341

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ExecuteWebContainer 342CaptureMobileImpression 343CaptureWebImpression 345CaptureClickThrough 346CaptureMobileClickThrough 346CaptureWebClickThrough 347CaptureResponse (Legacy) 347CaptureWebResponse 349

Sample Container Invocation Script 349

Chapter 19: Prospects 351Configuring the Prospect Class 351Importing Prospect Lists 352Prospect Segments 354Targeting Prospects in Campaigns 356

Chapter 20: Seed Lists 357Seed List Management 358Creating a new Seed List 358Modifying Seeds in a Seed List 358Deleting a Seed List 360

Updating Seed List Columns 360

Chapter 21: Exclusion List 362Configuring the Global Exclusion List 362Ignoring the Exclusion List 363Multi-Channel Campaigns 363Outbound Campaigns 364Field Campaigns 364

Chapter 22: Checklists 365Checklist Display 366Checklist Header 367Checklist Details Panel 367Tasks Panel 368Links Panel 368

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Pega Pulse panel 369Actions Available on a Checklist 369Start Checklist 369Add Tasks 369Update Checklist Info 370Complete Checklist 370Withdraw Checklist 371Reopen Checklist 371

Task Display 372Task Header 373Task Details Panel 373Links Panel 374

Actions Available on a Task 375Start Task 375Update Task 375Complete Task 376Withdraw Task 376Reopen Task 377

Chapter 23: Email and SMS Account Configuration 378Configuring an Outbound Email Account 378Configuring an Outbound SMS Account 379Specifying Delivery Time Frames 381Configuring an Inbound SMS Account 382Connection setup 383Additional settings 384Response behaviors 384

Chapter 24: Push Notifications 388Registering Apps for Push Notification 389Configuring a New App 389Adding a Variant to an Existing App 391Setting the Default App 392Testing an App Variant 392

Pega Marketing User Guide ix

Deleting an App Variant 393Using Push Notification with Passbook 393

Configuring Push Notifications in Offers 393General Configuration 394Application Configuration 394Wait After Sending 395Send Additional Values 395Set Badge 396

Push Notification User Registration Services 396Registration Service 397Un-registration Service 397

Chapter 25: Marketing Profile 399Profile Elements 400Customer Details 400Customer Dimensions 401Customer Demographics 401Propensity Scores 402Engagement History 402

Marketing Profile Customization Guidelines 403Displaying Next Best Action 404Displaying Top Offers 404Displaying Customer Dimensions 405

Chapter 26: Revision Management 406Revision Management Widget 406Segments and Samples 407Importing Revision Packages 409

Chapter 27: Identity Matching 411Identity Matching in Email 411Identity Matching in Microsites 412Identity Matching in Real-Time Containers 413Identity Matching and Marketing Profile 413

Appendix A: User Preferences 416

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Appendix B: Administrative Settings 417Configuration Settings 417Artifact Settings 419Inbound SMS Settings 419Manage Data Relationships 419Associating Entities with the Customer Class 420

Pega Marketing Dynamic System Settings 420

Appendix C: Passbook Settings 422Uploading the Apple Certificate 422Uploading the Organizational Certificate 422

Appendix D: System Health 424Errors and Warnings Cards 425Errors and Warnings Grids 425Agent Errors and Warnings 426Channel Errors and Warnings 427Configuration Errors and Warnings 427Runtime Errors and Warnings 429

Pega Marketing User Guide xi

Pega Marketing User Guide xii

PrefaceThis guide is designed to provide you with an overview of Pega Marketing and its variouscomponents. Pega Marketing is a comprehensive marketing automation solution that deliversinbound offer management and outbound marketing campaigns on a single platform. PegaMarketing uses a unique combination of predictive and adaptive analytics, real time decisioning, andbusiness process management to dynamically manage cross-channel conversations (from offerdesign to fulfillment), drive revenue, and expand customer lifetime value.

This guide explains how to:

l Use the Pega Marketing portal

l Create Campaigns and Strategies to deliver Offers to customers

l Leverage Segment visualization to hone in on the ideal set of customers

l Configure constraints to optimize throughput

l Create complex cross-channel Offers and group Offers into bundles

l Design and create compelling Treatments

l Design, deliver, and update (Apple) Passbook passes

l Deliver push notifications to configured apps on Android and iOS devices

l Configure, trigger, and respond to real-time Events and Geofences

l Use stage-based case management to define dynamic Microsites

l Create Seed Lists and utilize them for testing Offers and Campaigns

l Import Prospect Lists and target prospects via Campaigns

l Define and populate Control Groups and utilize them in Strategies

l Create Checklists and Tasks

l Utilize the Marketing Profile to view customer details

l Assess the health of your Pega Marketing application

l Utilize other common marketing functions

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Preface

Intended AudienceThis guide is intended for marketing analysts and managers with Pega 7 Platform and DecisionStrategy Manager (DSM) experience. This guide also provides various insights for administrators andimplementers of Pega Marketing applications.

Guide OrganizationThis guide contains the following chapters:

Chapter DescriptionPega MarketingOverview

Provides a business overview of Pega Marketing and explains the basics of the Pega Marketing portal.

Next-Best-Action Explains how to configure Next-Best-Action, the always-on brain that lets marketers model real-timeinbound experiences.

MarketingDashboard

Explains howmarketers can utilize and customize the Marketing Dashboard to view andmonitorapplication performance.

Multi-ChannelCampaigns

Provides an in-depth look into the Multi-Channel Campaigns. Topics covered include Campaignconfiguration, execution, andmonitoring.

OutboundCampaigns

Provides a detailed look into Outbound Campaigns. Topics covered include Outbound Campaignlifecycle, configuration, and available actions.

Segments Provides an in-depth look into Segments, Samples, and Analysis Projects. Topics covered includedesigning Segments, running Segments, scheduling Segments, and Intelligent Segmentation.

Control Groups Provides information on creating and populating Control Groups; and determining Control Groupmemberships via Strategies.

Strategies Provides information onmarketing-specific Strategy shapes and their usage.

Contact Policies Provides information onmanaging Contact Policies, which provide a mechanism for controlling andrestricting howmany times a customer is contacted in accordance with corporate and/or regulatoryguidelines.

VolumeConstraints

Provides information on creating Offer and Operational Volume Constraints; and configuring constraintreset options.

Offers Provides insights into various aspects of the Offer, such as creating and testing Offer flows, andspecifying Offer details.

Treatments Provides information on how to create and test Email, Passbook, and SMS Treatments.

Templates Explains how Templates can be utilized to write content to output files and database tables.

Offer Bundles Provides information on creating Offer bundles and designing bundle Offer flows and Email Treatments.

Microsites Provides information on various aspects of creating Microsites using stage-based case management.

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Preface

Chapter DescriptionGeofences Provides details on creating and importing Geofences; and invoking Geofence APIs.

Real-Time Events Provides information on configuring and triggering Events.

Real-TimeContainers

Provides information on configuring Real-Time Containers and the APIs available for supporting theirexecution.

Prospects Provides information on importing prospect lists and using Prospect-based Segments to targetprospects via Campaigns.

Seed Lists Provides information on configuring andmanaging Seed Lists.

Exclusion List Provides information on the exclusion list functionality.

Checklists Provides an overview of the various aspects of Checklists and Tasks.

Email and SMSAccountConfiguration

Provides information on configuring Inbound SMS, Outbound SMS, and Outbound Email accounts.

PushNotifications

Provides information on configuring apps for push notifications, using Offers to push notifications tocustomers, and invoking push notification services.

Marketing Profile Provides details on the various elements of the Marketing Profile and guidelines on using it in customapplications.

RevisionManagement

Provides an overview of using Revision Management with marketing rules.

Identity Matching Provides an overview of Identity Matching and how it is incorporated into various Pega Marketingfeatures.

In addition, this guide also includes the following appendices:

Appendix DescriptionUser Preferences Provides an overview of marketing-specific user preferences.

Administrative Settings Provides information for configuring various administrative facets of the application.

Passbook Settings Provides details on uploading certificates for using the Passbook functionality.

System Health Provides an overview of the System Health functionality.

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Preface

Chapter 1: Pega Marketing OverviewMarketing organizations, looking to make a significant impact on the customer experience and driveeffective return on marketing investment, are turning to a Next-Best-Action approach to marketing.

The Pegasystems approach to Next-Best-Action marketing uses decision management and analyticsto determine what the right action is for every customer; and provides them with the right message,at the right time, in the right channel.

Built for marketers (herein referred to as the user) responsible for managing inbound and outboundcustomer communications and experiences, the Pega Marketing solution (herein referred to as thesystem or the application) delivers on this vision through a unique combination of real-time inboundand outbound marketing, campaign management, and marketing operations capabilities thatleverage predictive and adaptive analytics, real-time decisioning, and business process management.Pega Marketing dynamically manages multi-channel conversations through the entire customerlifecycle, from offer design to offer fulfillment.

The solution embraces customer focus by providing measurable business benefits to marketingorganizations by:

l Creating relevant experiences for every customer – Turn every interaction into a guided, relevantconversation by executing the Next-Best-Action at the moment of truth. This solution continuouslylearns and adapts to every customer in real time, across all channels, including social media andmobile.

l Giving marketers more control – Design, change, measure, and control multi-channel customerstrategies with a single marketing portal that doesn’t require IT involvement. Pega Marketing is theonly solution to support marketing operations with a robust business process managementplatform that seamlessly connects sales with customer fulfillment processes.

l Optimizing customer lifetime value - Maximize revenue with proactive cross-sell, up-sell, andretention opportunities for customers and coordinate the experience across inbound andoutbound channels. The solution provides the optimum balance between various customer needsand the specific needs of the business.

Pega Marketing User Guide 1

Chapter 1: Pega Marketing Overview

FeaturesPega Marketing features the following high level capabilities:

n Next-Best-Action marketingCustomer-centric approach to marketing that leverages predictive and adaptive analytics toprovide real-time and batch marketing offers and treatments to drive customer lifetime value.

Capabilities to allow marketers to create cross-channel engagement strategies that continuouslylook 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.

n Shared marketing componentsPega Marketing includes a core set of out-of-the-box marketing capabilities leveraged by everymodule of the solution that allows marketers to design, execute, deliver, and adapt tomarketing strategies.

Shared components include a single marketer’s portal that has customizable dashboards, offerand campaign design, treatment design, channel configuration, constraints optimization, andresponse management.

n Analytics-based campaignsMarketing campaign capabilities deliver multi-step, multi-channel marketing communicationsto very targeted and segmented audiences that help increase return on investment in everymarketing initiative.

Analytics-based campaign capabilities include intelligent segmentation that leverages predictiveanalytics and easy-to-use visual segments to select the best customers for your marketinginitiative.

n Marketing OperationsMarketing operations capabilities include dynamic case management that can orchestratemultiple processes, systems, and people. This allows marketing to adapt to complex businessneeds. The Marketing Operations module includes checklists for marketers to monitor andcontrol work, as well as a number of approval templates that can be quickly leveraged in themarketing organization to support financial business objectives.



Logging InThe following accounts are provided as out-of-the-box samples. Your administrator should provideyou with the specific account(s) with which to log in to the system.

Role Login Password Default Portal Other PortalsAnalyst MarketingAnalyst install Pega Marketing (none)

Manager MarketingManager install Case Manager Pega Marketing

Administrator MarketingAdministrator install Designer Studio Pega Marketing, Case Manager

Pega Marketing PortalThe Pega Marketing portal is specially built for the marketing user and provides the user with quickand convenient access to a wide variety of resources.

Note: Users of previous Pega Marketing releases (version 7.12 and earlier) should review theTransitioning from Next-Best-Action Studio section to understand the variations introduced inthe new Pega Marketing portal.

The Pega Marketing portal comprises the following pieces:

l Header

l Navigation Panel



l Home Page

Header

The portal header provides icons for easy access to various tools and menus. This includes thefollowing:

Icon Label PurposeReports Provides access to various report-centric utilities and landing pages

Configuration Provides access to configuration-related landing pages

(operator name) Provides access to operator resources, such as preferences.

(none) Launches Pega Marketing Help

Reports Menu

The Reportsmenu provides access to the following landing pages and utilities:

l Interaction History - Launches the Interaction History (IH) landing page which provides accessto IH reports.

l Adaptive Models - Launches the Adaptive Models landing page which provides access to ADMmodels and predictors.

l Visual Business Director - Launches Visual Business Director.

l Marketing Profile- Launches Marketing Profile.

l Marketing Calendar - Launches Marketing Calendar.

l Report Browser - Launches the Report Browser which facilitates the management of reports inthe system.

l Report Settings - Launches the Report Settings landing page which provides access to variousreporting settings. Available to the Administrator role only.

Configuration Menu

The Configuration menu provides access to the following landing pages and utilities:



l Predictive Analytics - Provides links to the Adaptive Models Management and PredictiveAnalytics Director Settings landing pages.

l Decision Management - Provides links to the Proposition Management, Simulations,and Data Flows landing pages.

l Visual Business Director - Launches the Visual Business Director (VBD) landing page whichprovides access to VBD data sources, KPIs, and views.

l Segmentation - Provides links to the following landing pages:Segmentation Support - Enables management of Samples and Analysis projects, which areused in intelligent segmentation.

Seed Lists - Enables management of Seed Lists in the system.

Prospect Lists - Enables management of Prospect Lists in the system.

l Settings - Provides links to the following landing pages. Most of these pages are only available tothe Administrator role.

Application Settings - Provides ability to configure various settings for the application.

Channels - Provides links to the following channel-related landing pages:

SMS – Enables management of Inbound and Outbound SMS Accounts.

Email – Enables management of Outbound Email Accounts and handling of email deliveryerrors.

File – Enables management of File Output Templates.

Database – Enables management of Database Output Templates.

Passbook – Enables configuration of Passbook certificates.

Push Notifications– Enables management of Push Notification applications and theirvariants.

Infrastructure - Provides links to various infrastructure-related landing pages, such asServices, DNode Cluster Management, and Revision Management.

l Contact Policies - Launches the Contact Policies landing page which facilitates the managementof Contact Policies in the system.



l Social Engagement - Launches the Social Engagement landing page which enables theconfiguration of projects to gauge social sentiment across configured topics on a variety of socialmedia platforms.

Navigation Panel

The navigation panel occupies the left side of the portal and provides direct access to salientmarketing artifacts. In addition, it also includes search and access to the user's recent items.

Users can collapse (and restore) the panel by clicking anywhere along its right edge. Dragging theright edge allows resizing of the panel. Additionally, the system may automatically collapse the panelfor small screen sizes.

The navigation panel includes the following links:

l Home - Launches the home page.

l Dashboard - Launches the Marketing Dashboard which displays marketing widgets pertaining tothe performance of the marketing application.

l Next-Best-Action - Launches the Next-Best-Action landing page which enables Next-Best-Actionconfiguration and authoring.

l Campaigns - Launches the Campaigns landing page which enables the management ofCampaigns.

l Content - Expandable section that includes links to the following landing pages:Offers - Enables the management of Offers.

Real-Time artifacts - Enables the management of Real-Time Events, Real-Time Containers,and Geofences.

Microsites - Enables the management of Microsites.

Image library - Enables users to search for images in the system.

l Intelligence - Expandable section that includes links to the following landing pages:Strategies - Enables the management of Strategies.

Volume Constraints - Enables the management of Volume Constraints.

Eligibilities - Enables the management of Proposition Filter and When Condition rules.



Tables and Trees - Enables the management of Decision Table and Decision Tree rules.

Scorecards - Enables the management of Scorecard rules.

Analytical Models - Enables the management of Adaptive Model and Predictive Model rules.

l Audiences - Launches the Audiences landing page which enables the management of Segmentsin the system.

l Revision Management - Launches the Revision Management landing page which provides role-based access to the Revision Management functionality. Available only to users with RevisionManagement role(s).

RECENT pane

The RECENT pane in the navigation panel lists the items most recently accessed by the user.

Users can click the pane header to expand (and collapse) the pane. Clicking an entry in the paneopens the corresponding artifact .

Each entry in the pane includes the artifact's name and type (e.g. Offer, Landing Page, etc.). For workobjects, the work id is also displayed.

Administrator Note: The number of items displayed in the RECENT pane is governed by theMaxRecentsCount Dynamic System Setting.

Home Page

The Home page is the chief starting point for every user. It provides the user with direct access toitems and actions that are relevant to them. Users can also customize the display and content of theirHome page.

The default Home page contains the following widgets:



l Campaign Creation - Shortcut to create a new Campaign.

l Audience Definition - Shortcut to create a new Segment rule to define the target audience.

l Campaign Monitor - Shortcut to launch Visual Business Director.

l My Work - Displays the user's work list. Click an entry to open the corresponding work object.

Users can include any other available widgets on their Home page. Other available marketing-centricwidgets include the following:

l Checklists - Displays Checklists in the system and provides link to create new Checklists.Requires Marketing Operations to be enabled on the system.

l Marketing Calendar - Shortcut to launch the Marketing Calendar.

l Revision Management - Displays Change Requests that are assigned to the user and lists eachrule within the request. Requires user to have Revision Management role.

Customizing the Home page

The Pega Marketing portal Home page is a standard dashboard and can be customized in the samemanner as other dashboards.

This process includes the following steps :

1. Click the gear icon (in the top right) to switch the dashboard to edit mode.

2. Use the Switch template link to select the desired template for the dashboard.

3. Add desired widgets to each slot in the template.

4. Configure options for applicable widgets. Hover over the widget to determine if it has availableoptions. If it does, the text Click to edit is displayed.

5. Use the Publish button to apply your changes and save your customized dashboard.

Refer to official Pega 7 Platform documentation for more details on the customization process.

Administrator Note: The default Home page configuration can be modified by users with suitableaccess. This access is governed by the CanPublishToDefault Privilege, which is furnished tomarketing managers and administrators via the PegaNBAM_FW:MarketingManager role. ThePegaMarketing_FW:PortalAdministrator Access Role wraps this privilege and can be added to desired



Access Groups. Users with this requisite access can utilize the Publish to default option in thePublish button menu to update the default Home configuration.

Transitioning from Next-Best-Action Studio

The Pega Marketing portal replaces the Next-Best-Action Studio portal that marketers used inprevious releases of Pega Marketing. The new portal is built using standard Pega 7 Platformconstructs and is thereby more robust and customizable.

Existing users transitioning to the Pega Marketing portal will notice various differences from theprevious portal. This section outlines these differences and the rationale behind them.

One of the key differences between the two portals is the simplicity of the new portal. In the newportal, marketers can quickly and directly access primary artifacts (such as Campaigns, Offers, andSegments). Secondary artifacts are now accessed and , in most cases created, in context of theirusage.

For example, consider the case of Volume Constraints. In order to be utilized by the system, aVolume Constraint needs to be associated with a Campaign. In the new portal, users would begin bycreating (or modifying) a Campaign. If the user wishes to utilize Volume Constraints with theirCampaign, they simply utilize the appropriate selector while configuring the Campaign to review (andselect from) existing Volume Constraints or create a new one.

Contextual creation of secondary artifacts also enabled the removal of the various explorers throughwhich users had to previously navigate. The end result is a simplified navigation model with directrole-based access to all primary artifacts.

Finally, existing users will also notice a change in the verbiage used to represent certain artifacts.These changes were added to better align the product's feature set with commonly used marketingterminology.

The key verbiage changes (from previous versions) are:

l Campaigns from version 7.12 are now referred to as Outbound Campaigns to better indicate theirspecialization.

l Programs are now referred to as Multi-Channel Campaigns (or simply Campaigns).

l Segments are now also referred to as Audiences.



Chapter 2: Marketing DashboardThe Marketing Dashboard provides marketers with a customizable set of widgets. These widgetsdisplay the application's performance across various marketing metrics. Marketers can customize thewidgets displayed in the Dashboard and configure the goals for each widget. Once configured, theDashboard enables marketers to quickly assess how their business is doing. The marketer can alsoapply different filters to further refine the displayed metric data.

The Marketing Dashboard is accessible in the Pega Marketing portal via the Dashboard link in theleft navigation pane.

Marketing widgets displayed on the Dashboard are categorized into groups. The following table liststhe available marketing widgets in each group.

Widget Group Available WidgetsACQUISITION - OwnedMedia Spend

- OwnedMedia Spend Trend- OwnedMedia Spend by Channel Trend

AWARENESS - Net Promoter Score- Net Promoter Score Trend- Social Sentiment- Social Sentiment Trend

BUSINESS KPI - Churn Rate- Churn Rate Trend- Net Revenue- Net Revenue Trend- ROMI- ROMI Trend- Retention Save Rate Trend- Retention Save Rate and Cost Trend

ENGAGEMENT - Email Engagement- Email Engagement Trend- Microsite Total Visitors Trend- Web Engagement- Web Engagement Trend


Chapter 2: Marketing Dashboard

Using the DashboardThis section explains the basics of the Marketing Dashboard and provides information on thefollowing topics:

l Understanding the widget display

l Applying filters

Understanding the Widget Display

Marketing widgets provide a great deal of information pertaining to the performance of each widget'smetric(s). The Dashboard utilizes different visual paradigms to display these widgets in order tohighlight relevant data points and salient performance aspects.

Insight & Action

The Insight & Action view of a widget displays customizable information pertaining to theperformance of the widget metric against its goal. Marketers can access this view by clicking the ...icon in the widget header.

Clicking this icon displays the configured message for the widget. The default message indicateswhether the goal for the widget has beet met. In addition, the color of the icon also indicates thisinformation - the icon color is green when the goal is met and red otherwise.

Clicking anywhere outside the view switches the widget back to its default view.

Display Types

This section highlights key features of the various displays used by marketing widgets. Each displayincludes the following common elements:



l Widget name

l Insight & Action icon

l Current metric value

l Target metric value (e.g. goal, benchmark, etc.)

Marketing widgets can be classified into the following categories based on their data visualization:

l Visualizing data for the current time period

l Visualizing data trends across time periods

There are multiple display types within each of the above categories. Additional informationpresented on the widget varies based on the display type.

Current Data Display Types

Engagement Trend

This display type is specific to engagement related widgets and includes the following additionalfeatures:

l Conversion Goal line

l Left y-axis corresponds to the area chart (Impressions)

l Right y-axis corresponds to the dual line charts (Conversion Rate, Click Through Rate)

l Hovering over a data point displays the corresponding metric value

l Clicking the metric name in the legend toggles the display of the metric's chart



This display type is utilized by the following widgets:

l Email Engagement Trend

l Web Engagement Trend

Metric Bar

This display type includes the following additional features:

l Bar color indicates whether the goal is met - green if met, red otherwise

l Bar visually denotes previous, goal, and current values

l Call-out value denotes the difference from goal value

l Sentence highlights metric value change (increase vs. decrease) against configured time period(e.g. quarter) and current performance against goal (above vs. below)


l Churn Rate

l Net Revenue

l Owned Media Spend

l ROMI



Engagement Funnel


l Current and goal values for each of the three metrics

l Funnel portion for each metric with portion size corresponding to metric volume

l Hovering over a funnel portion highlights the corresponding metric and its value

l Color of the funnel portion indicates whether the corresponding metric goal is met - green if met,red otherwise

l Sentence indicates performance of the conversion metric against goal


l Email Engagement

l Web Engagement



Social Sentiment

This display type is specific to the Social Sentiment widget and includes the following additionalfeatures:

l Major metric value (e.g. 50.00%) denotes the score for positive social sentiment

l Sentiment bar displays percentage breakdown for each sentiment


Net Promoter Score

This display type is specific to the Net Promoter Score widget and includes the following additionalfeatures:

l Major metric value (e.g. 17) denotes calculated net promoter score (NPS)

l Number and percentage of individuals in each NPS grouping (promoter, passive, detractor)




Trend Data Display Types

Trend Single Line


l Goal line


l Data point color indicates whether the goal is met for a time period - it is green if the goal is met,red otherwise

l Call-out value on the final data point (e.g. 30.53M above) denotes the difference in metric valuefrom the previous period.

Color of the arrow (green or red) indicates whether the change in value is towards thebetterment of the metric

Direction of the arrow (up or down) indicates whether the change is an increase or decreasefrom the previous value


l Churn Rate Trend

l Microsite Total Visitors Trend

l Net Promoter Score Trend

l Net Revenue Trend



l Retention Save Rate Trend

l Social Sentiment Trend

Trend Single Bar


l Goal line

l Metric values for each period

l Bar color indicates whether the goal is met for a time period - it is green if the goal is met, redotherwise

This display type is utilized by the Owned Media Spend Trend widget.

Trend Single Bar Single Line




l Left y-axis corresponds to the bar chart metric (e.g. Average Spend)

l Right y-axis corresponds to the line chart metric (e.g. Save Rate)

l Major value (e.g. 70.59%) is the value of the line chart metric for the current time period (e.g. Q2)

l Hovering over a data point or bar area displays the corresponding metric value


This display type is utilized by the Retention Save Rate and Cost Trend widget.

Trend Dual Bar Single Line

This display type functions similarly to the Trend Single Bar Single Line type described above. Theonly difference is that it supports multiple bar metrics in the left y-axis.

This display type is utilized by the ROMI Trend widget.

Engagement Trend




l Conversion Goal line

l Left y-axis corresponds to the area chart (Impressions)

l Right y-axis corresponds to the dual line charts (Conversion Rate, Click Through Rate)




l Email Engagement Trend

l Web Engagement Trend

Applying Filters

Marketers can use the controls at the top of the Dashboard to set filters on the data utilized bymarketing widgets.

The following filter options are available:

l Start - Start date for the data being fetched

l End - End date for the data being fetched

l Timeframe - Time period into which the fetched data should be grouped

l Issue / Group - Issue and Group for which the data should be fetched. By default, the Dashboardfetches data across all Issues and Groups.

Clicking the View button applies configured filter criteria and triggers the Dashboard to reload.



Customizing the DashboardThis section explains how users can customize the Marketing Dashboard to include desired widgetsand configure the options for these widgets.

To make any changes, marketers can use the gear icon in the top right to switch the Dashboard intoedit mode. In edit mode, marketers can perform the following actions:

l Manage widgets

l Configure widget options

Additionally, application implementers can also perform the following:

l Customize Insight & Action

l Customize default Dashboard

Managing Widgets

This section explains how marketers can add, remove, and re-organize widgets in the Dashboard.

Adding a New Widget

In edit mode, users can perform the following steps to include a new widget:

1. Click Add widget in the desired slot.

2. In the widgets modal window, select the desired widgets to add and click Add selected. Themodal displays widgets in their groups and includes a description for each widget.



3. Optionally, configure options for the added widgets.

4. Click Publish to save the customized dashboard.

Removing a Widget

In edit mode, users can remove a widget from the dashboard by either of the following:

l Clicking the delete icon in the top right corner of the widget

l Clicking the delete icon in the row for the particular widget in theWidgets grid



Re-organizing widgets

In edit mode, users can re-organize widgets within a slot and move widgets across slots by either ofthe following:

l Dragging the widget to the desired position in the target slot

l Using the drag icon to drag and drop the widget row to the desired position in theWidgets grid

Configuring Widget Options

Most marketing widgets have options that should be configured after adding the widget. If a widgethas configuration options, the text Click to edit displays when hovering over the widget in editmode.

To view available configuration options, users can either select the widget directly or click the link forthe widget in theWidgets grid.

The options for the widget are displayed in the Edit dashboard panel.



Users can click Preview to view the impact of their changes on the widget. Clicking Save saves theconfiguration options and applies them to the widget.

Note: Changes to configuration options are not final until the user publishes these changes via thePublish button. Users may use the Discard button to revert to the previous configuration of theDashboard.

All widgets related to marketing metrics have a configurable goal option. The name and type of thisoption varies based on the metric. For example, the goal for the Return on Marketing Investment(ROMI) metric is a percentage, while the goal for the Net Revenue metric is a number. However, thereare two deviations from the single goal option.

l Multiple goals - The Email Engagement and Web Engagement widgets have three configurablegoals.

Impressions (number)

Click through rate (percentage)

Conversation rate (percentage)

l Retention Issue - Retention related marketing widgets include an additional option to specifythe retention issue. Once specified, the widget only includes those data points associated with theconfigured retention issue.



Customizing Insight & Action

Individuals configuring the marketing application can perform the following steps to customize theInsight & Action messages for each widget.

1. Switch the Dashboard into edit mode by clicking the gear icon.

2. Select a widget to configure.

3. In the Edit dashboard panel, click Edit in the Insight & Action field.

4. This will open the backing Decision Table rule for the widget. The Decision Table rule has twooutcomes - Met and Missed. These outcomes are mapped to messages using Field Value rules.Switch to the Results tab and expand the Additional Allowed Results section to view thename of the corresponding Field Value for each outcome.

5. To customize the message for a widget outcome, take over the corresponding Field Value rule inyour implementation layer and update it to include the desired message.



Marketers will now see the customized message when they review the insight information for thiswidget.

Customizing the Default Dashboard

The default Marketing Dashboard configuration can be modified by users with suitable access. Thisaccess is governed by the CanPublishToDefault Privilege, which is furnished to marketing managersand administrators via the PegaNBAM_FW:MarketingManager role. The PegaMarketing_FW:PortalAdministrator Access Role wraps this privilege and can be added to desired Access Groups.

Users with this requisite access can utilize the Publish to default option in the Publish buttonmenu to update the default Dashboard configuration.



Chapter 3: Next-Best-ActionIn today’s digital world, marketers can no longer dictate the purchasing path and where, when, andhow customers engage with companies. Customers demand personalized and consistent experiencesacross every channel be it the call center, web, retail locations, IVR, or mobile apps. Marketers need away to create timely and relevant actions that can be integrated into every customer interaction.

The Next-Best-Action landing page introduces an authoring mechanism which helps marketers modeltheir business engagement strategies that ultimately deliver the right message to the right customeron the right channel at the right time. Unlike traditional Campaigns which typically target segments ofcustomers for specific products and services over a set time frame, Pega's Next-Best-Action (NBA) is“always-on”, serving as the brain for every interaction with customers across all channels. This leadsto increased customer value while enhancing the customer experience with every interaction. TheNBA authoring experience helps marketers coordinate their customer journeys using customer dataand derived customer insights to provide proactive contextual actions. Key aspects include:

l Real-time automated contextual decisions, with optimal scalability

l Effectiveness of predictive and adaptive decision making

l Business users directly manage changing requirements, with a platform built for agility andcontrol.

In this introductory release, the NBA authoring experience helps marketers model real-time inboundexperiences through the use of Real-Time Containers. In subsequent releases, this will be extended toother channels such as Real-Time Events and contextual outbound engagements.

TheNext-Best-Action item in the left navigation menu of the Pega Marketing portal launches theNext-Best-Action landing page. Upon initial load, this landing page resembles the following:


Chapter 3: Next-Best-Action

This landing page comprises the following tabs:

l Hierarchy

l Definitions

Configuring NBA HierarchyTheHierarchy tab enables users to configure their NBA hierarchy - i.e. the business issues andgroups that will participate in NBA.

Note: Access to the Hierarchy tab is controlled by the CanManageNBA privilege. This privilege isgranted (by default) to marketing managers and administrators via the PegaNBAM_FW:MarketingManager role.

To begin configuring the NBA hierarchy, click the Edit button on the landing page and then click theAdd link in the top-level node.

The Configure Next-Best-Actionmodal window is displayed. This modal lists the business issues thatare part of the marketing application. Select the desired business issues to activate for NBA.



This modal window even allows for creation of new hierarchy items. Click the Create link and entera name for the new issue.

Note: Any newly created hierarchy item can be updated till the hierarchy changes are saved.

Click Apply after selecting the desired business issues. The selected issues are displayed under thetop-level Next-Best-Action node.



Next, use the individual Add links for each issue to select the groups to activate for NBA. As before,use the Create link in the configuration modal window to create new groups. After selecting thedesired issues and groups, click the Save button on the landing page to submit your changes andactivate the selected hierarchy.

As part of saving the hierarchy changes, the system create any new hierarchy items (business issuesand groups) and generates any necessary backing artifacts. After the hierarchy has been successfullysaved, the display switches back to review mode.



Configuring NBA DefinitionsThe Definitions tab enables marketers to configure the desired behavior of the Next-Best-Actionfunctionality. The marketer should configure every level of the activated NBA hierarchy. The marketercan choose to adopt a top-down or bottom-up approach when configuring the hierarchy. Thisflexibility in configuration also enables multiple marketers to be responsible for different portions ofthe hierarchy.

The Definitions tab displays an instructive display till the marketer has configured the behaviordefinitions for the hierarchy.

To configure the definitions for a node, select the node in the left navigation and click Edit.

The configuration options for hierarchy nodes vary based on the node type. Refer to the followingtopics for more details:

l Configuring the Next-Best-Action node

l Configuring a business issue node

l Configuring a business group node

At any node, the marketer can configure the node's usage - i.e. specify where to apply the node'sresults.

Finally, after making the desired changes, save the updated configuration.



Configuring the Next-Best-Action Node

The following steps are involved in configuring the top-level Next-Best-Action node:

1. Configure the actions to take with customers

2. Specify how to prioritize the actions

3. Specify where to apply the results

Configure Actions

Use theNext-Best-Actions section to configure the actions to take with customers. Click theCreate link to define a new action.

Upon clicking Create, a configurable action is added.

First, specify aName for the action. Then use the Configure link to select the driver and relevancethreshold for the action.

Clicking this link launches the Configure Actionmodal window. To specify the driver for the action,select a business issue or group from the active hierarchy. After selecting the driver, configure thethreshold that makes this action relevant. Use the Property, Condition, and Value fields to specifythe threshold criteria. The NBARelevance property serves as the default relevance property. Theproperty specified should be set by the NBA Strategy for the selected business issue or group.

A sample configuration of this modal window is shown below. In this configuration, the Negotiationissue serves as the driver for the action.



Click Apply after specifying the driver and threshold to return to the main display.

Repeat the above process to create and configure more actions. The drag icon (on the right) enablesthe re-ordering of actions.

Prioritize Actions

When multiple actions are added to NBA, use the Action prioritization section to rank theseactions.



Click the Configure link in this section to launch the Configure Prioritizationmodal window.

Select the desired prioritization Strategy from the list of rules and click Apply.

Note: The Configure Prioritizationmodal only lists those Strategies that have the NBACategorycustom field set to ACTIONPRIORITIZATION. New rules created from this modal automatically havethis custom field set.

Marketers can use the power of Strategies to design their desired action prioritization logic. Twosimple options for this Strategy involve prioritizing by rank and prioritizing by relevance.

Prioritizing by Rank

Prioritizing by rank is as simple as manually ordering the actions in the Next-Best-Actions section (byusing the drag control) and then using a Prioritize shape in the Strategy to order by the Rankproperty. This is demonstrated in the following Strategy configuration:



Prioritizing by Relevance

Prioritizing by relevance simply involves using a Prioritize shape in the Strategy to order by therelevance property (e.g. NBARelevance).

Configuring a Business Issue Node

The following steps are involved in configuring the definitions for a business issue:

1. Configure the issue's relevance

2. Specify how to rank group results

Configure Relevance

Use theNext Best Action relevance section to specify the relevance for the hierarchical unit - i.e.issue or group. If this unit is the driver for an action in the top-level NBA, the relevance value of thisunit will be inspected against the configured threshold to determine if the action is relevant for thecustomer.



Click the Configure link in this section to launch the configuration modal window.

Select the desired relevance Strategy from the list of rules and click Apply.

Note: The relevance configuration modal only lists those Strategies that have the NBACategorycustom field set to RELEVANCE. New rules created from this modal automatically have this customfield set.

Rank Group Results

Use the Configurations section to specify how to rank results from the groups that belong to thisissue. Choose between the following modes:

l Guided - In this mode, use the Configure links in the Eligibilities and Prioritization rows tospecify the desired ranking. The configuration windows for these two components are similar tothe ones used in the guided Strategy creation process. Refer to the Configure Eligibilities andConfigure Prioritization topics in the Strategies chapter for more details. An example configurationusing this mode is shown below.



l Manual - Use this mode if the operations available in the guided mode are not sufficient for yourneeds. In such cases, use the Alternate strategy link to switch to this mode. Then use theConfigure link to select the Strategy rule to use to rank group results.

Use the Prioritization link to switch back to guided mode, if needed.

Configuring a Business Group Node

The following steps are involved in configuring the definitions for a business group:

1. Configure the group's relevance - This is done in a similar fashion as configuring relevance at theissue level.

2. Configure the group's objective.

Configure Objective

To configure the NBA for a group, select one of the following options from theObjectivemenu:

l Priority ranked offers - Select this option to utilize the guided Strategy creation mechanism topower the NBA for the group. This process is described in detail in the Strategies chapter. Refer tothe following topics for details: Configuring Targeting Options, Arbitrating over TargetingApproaches, and Configuring Overall Prioritization.

l Use alternate strategy - Select this option to instead use a manually created Strategy. In suchcases, use the Configure link to select the Strategy rule to use for the group's NBA.

Configuring Usage

At any NBA hierarchical level, use theUsage section to specify where that NBA level should be used.



Click the Configure link in this section to launch the Configure Containersmodal window. Use thismodal to add the Containers that should be associated with this NBA level.

Click Apply after adding the desired Containers to return to the main display. Clicking the number inthe Real-time containers row displays a list of selected Containers. Click a Container name toopen its rule form. Clicking the number again collapses the list display.

Saving Configuration Changes

After making the desired configuration changes, click the Save button to persist the changes. As partof this operation, the system will save the associated configuration and re-generate the associatedStrategy. Once the save operation is complete, the display switches back to review mode.



To review the generated Strategy, use the Open canvasmenu item from the Actions landing pagemenu.

An example generated top-level NBA Strategy is shown below:

Note: NBA Strategies are automatically managed behind the scenes by the system. Any manualchanges to these Strategies will be overwritten when the corresponding NBA configuration is saved.



Chapter 4: Multi-Channel CampaignsMulti-Channel Campaigns (commonly referred to as Campaigns) enable marketers to use the powerof intelligent segmentation and analytics to deliver the right offering to the right customer at the righttime.

This chapter includes the following sections that explain various aspects of Multi-Channel Campaigns:

l Campaign Management - Describes the Campaigns landing page and how users can utilize it toview and search for Campaigns

l Campaign Creation - Describes how users can create a new Multi-Channel Campaign

l Campaign Configuration - Provides information on how users can configure the different elementsof the Campaign

l Campaign Approval - Provides an overview of the approval process and the actions available tothe marketer and the manager

l Campaign Validation - Describes how users can validate their Campaigns

l Campaign Testing - Explains how users can test their Campaigns by running distribution and seedtests

l Campaign Execution - Explains execution specific actions available on Campaigns and runs

l Campaign Monitoring - Describes how users can monitor the performance of their runningCampaigns

l Campaign Completion - Provides an overview of the actions available at the end of the Campaign'sexecution cycle

Campaign ManagementCampaigns are listed on the Campaigns landing page which is accessed in the Pega Marketing portalvia the Campaigns link in the left navigation. This landing page lists the twenty most recentlyupdated Multi-Channel Campaigns and Outbound Campaigns available* in the system. The Viewmore results link (at the bottom) enables users to view the next twenty results. Users can utilize thefilters at the top of the page to filter the results by Status, Issue / Group, Name, and Created by.

* A Campaign is deemed available if its status is not Archived or Withdrawn.

Each Campaign is represented by a card in the landing page.


Chapter 4: Multi-Channel Campaigns

Users can click anywhere on the card to open the Campaign. The card displays the following salientinformation about the Campaign:

l Name

l Work id

l Status icon - icon's tooltip displays status text

l Enabled engagement types - available types are Outbound, Event, and Container

l When the Campaign was last updated

l Configured audience size

l Total number of impressions

l Overall conversion rate

l Image associated with the Campaign

l Channel icon array, containing icon for each channel utilized within the Campaign - icon's tooltipdisplays channel name

l Conversion goal achievement indicator - This is the color bar at the bottom of the card andindicates performance against the Outbound Conversion Rate goal. It displays one of the followingcolors:

Gray - If Outbound Conversion Rate is not a configured goal for the Campaign or when theCampaign is in design mode.



Green - If the conversion rate goal has been met

Red - If the conversion rate goal is not met

Campaign CreationUsers can utilize either of the following mechanisms to create Multi-Channel Campaigns:

l Using the Create button on the Campaigns landing page

l Using the Campaign Creation shortcut widget in the Pega Marketing portal Home page

Upon creation, a new Campaign resembles the following:

Note: The Campaign's name must be unique across the system. Unlike some of the other rules(such as Offer), the same Campaign name can’t be used at different hierarchical levels(Top/Issue/Group). The name must also begin with a letter and shouldn’t contain any specialcharacters (except spaces and underscores).



Campaign ConfigurationMarketers can start configuring the Campaign right from the Create a campaign screen. Once theCampaign has been created, they can use the Edit button to go into edit mode and make furtherupdates to the Campaign’s configurations.

As the user updates the Campaign's configuration, the updated values are displayed in the overviewpane on the right. This pane provides an overview of the Campaign's various configurations. Theoverview pane is displayed at all times and includes links to open relevant artifacts.

A sample configured Campaign is shown below:

The following sections provide details on the steps involved in configuring a Campaign:

l Specifying Details

l Specifying Goals

l Selecting a Strategy

l Selecting an Audience

l Configuring Campaign Engagement

l Selecting a Constraint



Specifying Details

Users can utilize the Plan tab to specify various details about the Campaign. These details areorganized into the following sections:

l Campaign details

l Financials

Campaign details

This section includes basic details about the Campaign and includes the following:

l Name

l Issue

l Group

l Business objective

l Campaign type

l Key code

l Priority

l Campaign image - Image associated with the Campaign. This image is displayed in the rightoverview pane and in the card for the Campaign on the Campaigns landing page.

l Target audience type - Type of audience (Customer or Prospect) to target via this Campaign.The value selected for this field determines the items presented in the Audience and Marketingstrategy sections in the Build tab.

l Anticipated planning and launch dates

l Ignore global exclusion list - Authorized users can enable this option to have outboundprocessing of Offers for this Campaign ignore the global exclusion list. Refer to the Exclusion Listchapter for details.

Note: The Campaign's Name, Issue, and Group values cannot be changed once it is created.



Financials

This section includes fields to specify financial metrics for the Campaign. These values typically playan important role in the approval of the Campaign.

Specifying Goals

The Goals section in the Plan tab enables the user to specify goals for their Campaign. Users canadd up to nine goals. Each available goal is a Key Performance Indicator (KPI) configured on the VisualBusiness Director landing page.

The operator displayed between the goal field and the target value automatically toggles (between >=and <=) depending on whether higher or lower performance of the goal metric is the desirable result.For example, the Outbound Conversion Rate goal utilizes the >= operator while the Decline Rate goalutilizes the <= operator.

Similarly, a percentage symbol is displayed alongside appropriate goals.

Selecting a Strategy

TheMarketing strategy section in the Build tab enables users to designate a Strategy rule as thebacking strategy for their Campaign.

Clicking the Configure button launches the Configure Marketing Strategymodal window whichlists available Strategies in the system. Usage patterns for this modal are described in the Using aConfiguration Modal Window section.

A sample list entry for a Strategy rule is shown below.

This view includes the following information about the Strategy:



l Friendly name / label

l Rule name

l When the Strategy was last updated

Selecting this Strategy displays further information about it in the details panel.

This view displays the following information about the Strategy:

l Friendly name - Click to open the Strategy rule.

l Target audience type

l Issue, Group categorization

l List of Offers output by the Strategy. Along with the Offer, icons are displayed for each channelthat the Offer utilizes. Clicking an Offer name opens the Offer rule.

After selecting a Strategy, the user must also select the desired result component to use from theStrategy. This is done via the Strategy results field in the Marketing strategy section. Once a resultscomponent has been selected, the system displays the Offers that are utilized by the selectedcomponent along with their channel icons. The delete icon can be used to dissociate the selectedStrategy from the Campaign.



Selecting an Audience

The Audience section in the Build tab enables the selection of the desired audience for theCampaign. Audience selection is optional for certain engagement types. It is required when theCampaign has scheduled executions. It is also required if customer validation is enabled in an event-based engagement.

Clicking the Configure button launches the Configure Audiencemodal window which listsavailable Segments in the system. Usage patterns for this modal are described in the Using aConfiguration Modal Window section.

A sample list entry for a Segment rule is shown below.

This view includes the following information about the Segment:


l Rule name

l Total number of customers in the Segment

l Percentage of the total customer population included in this Segment

l When the Segment population was last refreshed

Selecting this Segment displays further information about it in the details panel. This panel displaysthe following information for all Segment types:

l Segment image

l Friendly name - Click to open the Segment rule.

l When the Segment rule was last edited

l Number of Campaigns utilizing this Segment



Criteria Segments

The following information is only shown for criteria Segments:

l Number of Segments referenced within this Segment

l List of criteria utilized by the Segment

List Segments

The following information is only shown for list Segments:

l Name of the last imported customer file

l Date and time when this file was imported

l Name of the user who imported this file

Configuring Campaign Engagement

The Engagement section in the Build tab enables the configuration of the modes in which theCampaign engages with the customers.

Clicking the Configure button launches the Configure Engagementmodal window whichpresents the following three engagement types:



l Campaign schedule

l Real-Time events

l Real-Time containers

Users can enable multiple engagement types on the same Campaign.

Campaign schedule

This engagement type represents scheduled Campaign execution. Users can configure desiredscheduling options and the system will automatically run the Campaign based on the configuredschedule.

To begin with, the user must select between single or recurring execution.

The following additional configuration is available for the One-time only option:

l Start on – Specify the start date and time for the Campaign execution.

The following additional configurations are available for the Recurring option:

l Frequency – Select the recurrence frequency. Options available are:

Minutes - Specify the number of minutes in which to recur. Additionally, the user can alsochoose to specify the hours of operation which are applicable to this mode of recurrence.

Hourly - Specify the number of hours in which to recur. Additionally, the user can also choose



to specify the hours of operation which are applicable to this mode of recurrence.

Daily - The user can choose between the following three options:

Every day

Every weekday - leave days field empty (shown below)

Every X days – specify X in days field

Weekly - The following modes are supported:

Recur every X weeks based off a start date – specify X in weeks field, do not select any weekdays

Recur every X weeks on selected days – specify X in weeks field, select week days (as shownbelow)



Monthly - Specify the day of the month and the number of months in which to recur. Thefollowing shows a quarterly configuration:

Yearly - Specify the day of the year and the number of years in which to recur.

l Start campaign – Select the start date and time for Campaign execution.

l End campaign – Determines when scheduled Campaign execution should end. Select from thefollowing three options:

No end date

Set number of occurrences - Specify the number of occurrences.

End by a date - Specify the end date and time.

Refreshing Campaign audience

In addition to configuring scheduling options, the user can also determine whether to refresh theaudience for the Campaign as part of the scheduled execution. The user can further opt betweenrefreshing the population for each run or just for the first run.

Note: The refresh audience option is only available when the Campaign audience is a criteriaSegment.



Direct output to template

For Multi-Channel Campaigns, Pega Marketing provides support for directly outputting the results ofa scheduled run to a configured Database Template rule. In this mode, Offer processing is bypassed.

To utilize this feature, the marketer can enable theWrite Campaign results using a databasetemplate check box and specify the desired Database Template rule in the Template field.

Note: This feature requires the Database Template rule to utilize the Append writing mode. Thesmart-prompt for the Template field only lists templates that utilize this mode.

After configuring the schedule, marketers can utilize the template link in the Engagement section orthe right overview pane to open the Database Template rule.

Real-time events

This engagement type represents event triggered execution of the Campaign. Refer to the Real-TimeEvents chapter for details on creating and triggering Events.

The following configuration options are available for this engagement type:

l Validate that customer is part of audience – If this is enabled, when a Campaign istriggered by an Event, the customer associated with the Event is validated against the configuredaudience on the Campaign. Only if the customer is present in the Campaign's audience, Campaignexecution is triggered.

Note: If the Campaign is referencing a Strategy rule that contains Segment references within theStrategy, the above setting is enforced even if it is not enabled. The customer must be a part ofthe Campaign audience in this scenario.

l Listen for events from/to – Specify the start and, if desired, end date and time values during



which the Campaign will listen for the Events associated to it. Any Event that is received outside ofthe specified time frame will be ignored.

Users should use the Add events link to associate Real-Time Events with this Campaign. Clicking thislink launches the Configure Engagementmodal window which lists available Real-Time Eventrules in the system. Usage patterns for this modal are described in the Using a ConfigurationModal Window section.

A sample list entry for a Real-Time Event rule is shown below.

This view includes the following information about the Event rule:


l Validity time period

Selecting this Event displays further information about it in the details panel.

This view displays the following information about the Event:

l Friendly name - Clicking the name opens the Real-Time Event rule.

l Whether the Event is active, i.e. available to respond to requests

l List of Geofences that the Event triggers. Clicking the name opens the Geofence rule.

l List of Campaigns that utilize this Event. Clicking the name opens the Campaign.



Clicking Add Event in the modal adds the selected Event to the list of Events associated with theCampaign.

Users can continue to add more Events to the Campaign following the process prescribed above.Clicking the delete icon next to an Event removes it from the Campaign.

Note: Volume Constraints and any Contact Policy limitations specified in the Strategy are notapplicable during Event triggered Campaign execution.

Note: The Configuring a Fallback Strategy section provides details on using a fallback Strategywith Real-Time Events.

Real-time containers

This engagement type allows marketers to expose the results of a marketing Campaign to real-timechannels such as web and mobile. Refer to the Real-Time Containers chapter for more details oncreating and triggering Containers.

The following configuration options are available for this engagement type:

l Listen for container requests from/to – Specify the start and, if desired, end date and timevalues during which the Campaign will be valid for the specified Container. If a Container requestis made outside of the specified time frame, this Campaign will not be considered for execution.Multiple Campaigns can reference a single Container as long as the active listening dates do notoverlap.

Users should use the Add containers link to associate Real-Time Containers with this Campaign.Clicking this link launches the Configure Engagementmodal window which lists available Real-Time Container rules in the system. Usage patterns for this modal are described in the Using aConfiguration Modal Window section.

A sample list entry for a Real-Time Container rule is shown below.



This view includes the following information about the Real-Time Container rule:


l When the Container was last updated

Selecting this Container displays further information about it in the details panel.

This view displays the following information about the Container:

l Friendly name - Clicking the name opens the Real-Time Container rule.

l Whether the Container is active, i.e. available to respond to requests

l Impression capture setting for the Container

l Click-through behavior setting for the Container

l List of Campaigns that utilize this Container. Clicking the name opens the Campaign.

Clicking Add Container in the modal adds the selected Container to the list of Containers associatedwith the Campaign.



Users can continue to add more Containers to the Campaign following the process prescribed above.Clicking the delete icon next to a Container removes it from the Campaign.

Note: The Configuring a Fallback Strategy section below provides details on using a fallback Strategywith Real-Time Containers.

Configuring a Fallback Strategy

For Real-Time Events and Containers, Pega Marketing supports defining a fallback Strategy which getsexecuted in case the Strategy defined on the Campaign fails. To utilize this functionality, users shouldsave the FallbackStrategy Strategy rule into their implementation layer and replace the placeholderSet Property component in this Strategy with the Offer(s) that should be rendered in case of a failure.

Selecting a Constraint

The Constraint section in the Build tab enables users to designate a Volume Constraint rule as thebacking constraint for the Campaign.

Clicking the Configure button launches the Configure Constraintmodal window which listsavailable Volume Constraints in the system. Usage patterns for this modal are described in the Usinga Configuration Modal Window section.

A sample list entry for a Volume Constraint rule is shown below.

This view includes the following information about the Volume Constraint:


l When the Volume Constraint was last updated

Selecting this Volume Constraint displays further information about it in the details panel.



This view displays the following information about the Volume Constraint:

l Friendly name - Click to open the Volume Constraint rule.

l Scope - Whether constraints defined in the rule are reset individually or as a group

l Grid of Offer constraints - Includes Offer name, minimum, and maximum volumes. Click the Offername to open the Offer rule. A check mark next to a row in the grid indicates that thecorresponding constraint is enabled.

l Grid of channel constraints - Includes channel name, minimum, and maximum volumes. A checkmark next to a row in the grid indicates that the corresponding constraint is enabled.

Using a Configuration Modal Window

The configuration modal window is utilized in various aspects of Campaign configuration andincludes the following usage patterns:

l The modal presents the twenty most recently updated rules (e.g. Strategies) in the system.

l The View more results link at the bottom of the list enables users to load the next twentyresults.

l Users can also utilize the search box to search for rules by name or description.



l The refresh icon refreshes the list of results, retaining any search criteria that was previouslyentered.

l The Create link enables the creation of a new rule. The system pre-populates relevant fields onthe rule's create form. After creating the rule, refreshing the list of results in the modal shoulddisplay the new rule near the top of the list.

l Clicking an entry in the list selects the item and displays information about the selected entry inthe details panel on the right.

l Links in the details panel (such as rule names) open the corresponding rule.

l Clicking Add designates the selected item as the value for the corresponding configuration andcloses the modal.

Campaign ApprovalPega Marketing provides supplementary support for incorporating an approval process into theCampaign lifecycle. This functionality is included in the Marketing Operations module along withother operational features.

As part of this functionality, Campaigns must be approved before they can be launched.Implementers of marketing applications can customize the criteria for Campaigns to requireapproval. Advanced implementations may even consider customizing the approval flow to better suittheir needs.

In the out-of-the-box process, marketers can perform the following actions:

l Submit Campaign for approval

l Recall submitted Campaign

The marketer's manager can perform the following action:

l Approve or Reject a Campaign

Submitting a Campaign for Approval

The Submit for Approval action enables the user to submit their Campaigns for approval. MostCampaigns require approval before they can be executed. Users can enter a note along with theirapproval request and can also decide whether this note should be added to the Pega Pulse feed.



The system automatically routes approval requests to the manager of the user’s organizational unit.In addition to adding the Campaign to the manager’s Work List, the system also notifies the managerabout the approval request via email. This email contains salient Campaign details, the marketer'snote, and a link to directly open the Campaign.

Recalling a Submitted Campaign

After a Campaign has been submitted for approval, no further changes are allowed to the Campaign.If a user wishes to make further updates to the Campaign, they must first recall the Campaign fromthe manager via the Recall action.

Users can enter a note explaining the reason for recalling the Campaign from the manager. They canalso decide whether this note should be displayed in the Pega Pulse feed.



As before, the manager is notified via email when a Campaign is recalled from their Work List. Thisemail contains the recall note and a link to directly open the Campaign.

Once a Campaign has been successfully recalled, it can be updated and re-submitted for approvalwhen ready.

Approving and Rejecting Campaigns

Managers need to approve (or reject) Campaigns that are submitted to them for approval. To do so,the manager can open the Campaign work object either directly from their email (by clicking theCampaign link) or from their Work List. The Approve and Reject actions enable the manager to takethe corresponding approval action once they have reviewed pertinent Campaign details.

When approving the Campaign, the manager can also enter an approval note. A note is required if themanager is rejecting the Campaign. In either case, the manager can decide whether this note shouldbe added to the Pega Pulse feed.



After the manager performs an approval action on the Campaign, the system notifies the user thatsubmitted the Campaign for approval. This email contains the approval status, manager's note, and alink to directly open the Campaign.

The approval status and the manager's note are also displayed in the Campaign.

Note: When a Campaign is rejected, the marketer must make updates to its configurations (via theEdit action) before other actions can be performed on the Campaign.

Campaign ValidationWhile the Campaign is in the design stage, the marketer can utilize the Validate action from theActionsmenu to validate their Campaign's configurations. Reported violations are categorized intocritical items and warnings. Critical items denote violations that will prevent the Campaign frombeing launched. Warnings represent best practice violations and other scenarios which maypotentially impact Campaign execution.



The user can use the edit link to make any necessary updates to the Campaign.

The system automatically invokes this same validation routine when the Campaign is tested or run. Ifthe validation returns any critical items, the user must correct these in order to perform the desiredaction. Warnings do not prevent these actions from being taken but should still be individuallyheeded and addressed, where necessary.

Campaign TestingAfter configuring the Campaign, marketers can utilize the Test tab on the Campaign to test theirconfigurations and review test results.

Pega Marketing supports two types of Campaign testing:

l Distribution Test

l Seed Test

Note: The above test modes are disabled on Campaigns that utilize the direct output to templatefeature.

Distribution Test

A distribution test enables the user to test the execution of a Campaign in terms of assessing theOffers made and the customers targeted. The result of a distribution test is a series of reports



outlining various distribution metrics. No offers are actually made to customers in this form ofCampaign testing.

Clicking the Distribution test link in the Tests section performs Campaign validation and presentsthe user with validation violations and configuration options. The user must resolve all criticalviolations before they can initiate the distribution test.

Additionally, the user can enable the following options for the distribution test:

l Refresh the Campaign's audience before executing the test

l Apply the Campaign's Constraint as part of executing the test

Upon clicking Submit, the system initiates a distribution test. An entry for this test is added to thetest runs grid. Users can refresh the Campaign display to view the current status of the test.



Clicking the test row displays various details about the distribution test. Refer to Viewing RunDetails for information on using this view.

The delete icon in the row enables users to remove the corresponding distribution test from theCampaign.

Seed Test

A seed test enables the user to configure and initiate a simulation of Campaign execution. This test isrun against customers specified in a Seed List. The test will execute the referenced Strategy todetermine the Offers that should be made to the customers (seeds) and then make these Offers.Customers will also be able to respond to these Offers. These responses, however, will not becaptured in Interaction History.

Clicking the Seed test link in the Tests section performs Campaign validation and presents the userwith validation violations and configuration options. The user must resolve all critical violationsbefore they can initiate the seed test.

For a seed test, the user must simply select a Seed List to represent the audience for the Campaign.Refer to the Seed Lists chapter for information on creating and configuring Seed Lists.

Upon clicking Submit, the system initiates a seed test. An entry for this test is added to the test runsgrid. Users can refresh the Campaign display to view the current status of the test.



Clicking the test row displays various details about the seed test. Refer to Viewing Run Details forinformation on using this view.

The delete icon in the row enables users to remove the corresponding seed test from the Campaign.

Campaign ExecutionThis section explains the following areas pertaining to Campaign execution:

l Running a Campaign

l Rescheduling a Campaign

l Suspending a Campaign

l Resuming a Campaign

l Stopping all runs

l Stopping a run

l Restarting a run

l Skipping a run

l Campaign execution cycle

Running a Campaign

After the Campaign has been configured and approved, it is ready to be launched. This readiness isindicated by the availability of the Run action.

Clicking the Run button or selecting the Submit for Execution action from the Actionsmenuperforms Campaign validation and presents the user with any reported validation violations and run



configuration options. The user must resolve all critical violations before the Campaign can belaunched.

From this screen, the user can configure the desired engagement types for the Campaign. Theoptions available in this screen are explained in the Configuring Campaign Engagement section.The user must select at least one engagement type in order to launch the Campaign.

After configuring the desired engagement type(s) for the Campaign, users can click Confirm tolaunch the Campaign. Upon doing so, the system generates artifacts necessary for Campaignexecution and transitions the Campaign to the running stage.

Note: After submitting a Campaign for execution (and while it is still running), its referencedcomponents (such as Segments, Strategies, and Volume Constraints) should not be deleted. Inaddition, certain structural changes should only be made after suspending the Campaign. Examplesof these changes include modifying the Strategy's result component and adding Segment usagewithin Strategies. After making the desired structural change, the Campaign must be updated andresubmitted for execution.

Rescheduling a Campaign

Marketers can utilize the Reschedule action (in the Actionsmenu) if they need to modify theschedule of a running Campaign. The new schedule will apply only to upcoming runs and does notimpact any runs that are currently running. All upcoming runs for the Campaign are suspended whilethis action is in progress.



The configuration options available for the Reschedule action are explained in the ConfiguringCampaign Engagement section. However, during this action the user can only make updates toschedule-related configurations. They can not enable or disable engagement types, or modifyassociated Events or Containers. To make such changes, the user must first suspend the Campaign.

Once the user completes the Reschedule action, the previous set of upcoming runs is removed and anew set of upcoming runs is generated based on the newly specified schedule.

The system also notifies the user who submitted this Campaign for execution. The notification emailcontains a link to the Campaign and relevant schedule information, such as the next scheduled runtime.

Suspending a Campaign

Marketers can utilize the Suspend action (from the Actionsmenu) if they need to suspend a runningCampaign. An important use case for this action is when the marketer needs to make modificationsto the Campaign's configurations, such as its audience or Strategy.

Suspending a Campaign prevents any upcoming runs from executing. When performing this action,the marketer must enter a note and can choose whether this note should be added to the Pega Pulsefeed.

Upon completion of this action, the system transitions the Campaign back to the design stage andnotifies the user who launched the Campaign that it has been suspended. The notification emailcontains the marketer's note and a link to open the Campaign.



Resuming a Campaign

Marketers can utilize the Resume action (from the Actionsmenu) to resume a suspended Campaign.This action is only available if the marketer hasn't modified the Campaign after it was suspended.

When performing this action, the marketer can determine what the system should do to scheduledruns.

l Resume all unexecuted campaign runs - In this option, all runs that were not executed will beresumed. This will also include all runs that are now in the past. Campaign execution will start withthe earliest run (that was not executed) and continue until it has caught up with the current time.This implies that if there are multiple runs in the past that were not executed, they will executeone after the other.

l Remove all past unexecuted campaign runs - In this option, any run that is not executed but inthe past will be removed. This option basically provides a mechanism for ignoring (skipping over)runs that are in the past and resuming Campaign execution with the next run, i.e. one that isscheduled to execute on or after today.

l Remove all past unexecuted campaign runs except the last - In this option, all past runs thatwere not executed will be removed with the exception of the last one. This option will execute thelast run immediately on submission and then follow the rest of the upcoming Campaign schedule.

Regardless of the option selected above, the system displays the list of runs that will be resumed sothat the marketer can see the impact the various resumption options will have on Campaignexecution. The marketer can enter a note when they resume the Campaign and can choose whetherthis note should be added to the Pega Pulse feed.



Upon submission of this action, the system transitions the Campaign back to the running stage andnotifies the user who launches this Campaign for execution that it has been resumed. The notificationemail contains a link to open the Campaign.

Stopping All Runs

The Stop all runs action (in the Actionsmenu) enables marketers to stop all active runs of theCampaign.

Upon initiating this action, the system presents the user with a list of all runs that will be stopped.The user must enter a note detailing why the stop action was selected and can choose whether thisnote should be added to the Pega Pulse feed.



Upon submission of this action, the system issues stop requests for each of the listed runs. Thesystem will halt run processing (if possible) at the earliest possible instance. When the systemsuccessfully stops a run, a notification email is sent to the user who submitted the Campaign forexecution.

Stopped runs can then be individually restarted or skipped by selecting the appropriate action fromthe runs grid in the Campaign display.

Stopping a Run

At times, marketers may wish to stop an individual Campaign run. To do so, they can utilize the Stoplink in the row for the desired run in the Run schedule section. The marketer can also enter a notealong with the stop request.



Upon submission of this action, the system will attempt to halt run processing at the earliest possibleinstance. Once the system successfully stops the run, a notification email is sent to the user whosubmitted the run's Campaign for execution. The system also assigns the run to this user by adding itto their work list. The user must act on this stopped run, i.e. perform either restart or skip, in orderfor the Campaign to be eligible for wrap-up and completion.

Restarting a Run

The Restart action enables marketers to re-initiate a failed or stopped run. Marketers can utilize thisaction after taking necessary steps to address the failure or stoppage of the previous run.

To perform this action, marketers can utilize the Restart link in the row for the desired run in theRun schedule section. The marketer can also enter a note along with the restart request.



Upon submission of this action, the system automatically skips the current run. The system theninitiates a new run and starts processing it. The user will initially see the previous run in their runschedule with a skipped status. When the user refreshes (or reopens) the Campaign, the skipped runwill be removed and the newly created run will display along with its current status.

As part of this action, the system also notifies the user via email that the run has been restarted.

Skipping a Run

The Skip action enables marketers to ignore a failed or stopped run. To perform this action,marketers can utilize the Skip link in the row for the desired run in the Run schedule section. Themarketer can also enter a note along with the skip request.



Upon submission of this action, the run is initially displayed in the run schedule with a skippedstatus. When the user refreshes (or reopens) the Campaign, the skipped run will no longer bedisplayed in the run schedule.

As part of this action, the system also notifies the user via email that the run has been skipped.

Campaign Execution Cycle

The life cycle of the Campaign's execution (i.e. running) stage depends on the individual executioncycles for each of its configured engagement types. Once each of these types have completed theirexecution cycles, the Campaign moves to the wrap-up stage.

Scheduled execution

The system generates the execution schedule for the Campaign and then waits for the execution timeof the first scheduled run. As a run completes, the system schedules the next run and repeats thisprocess until all runs are complete.

Note: For Campaigns where the end date is not specified, the system generates the upcomingschedule for the first ten runs. It will add the next set of runs to the upcoming schedule when thereare fewer than five runs remaining. The application administrator can use the Application Settingslanding page to configure the number of runs the system generates at a time.



Once all scheduled runs of a Campaign are complete, the scheduled execution cycle is alsoconsidered to be complete.

Event-enabled execution

The system listens for configured Events during the configured time frame. If an end time isconfigured for the window, the Campaign stops listening for the Event once the end time is reached.At this point, the event execution cycle of the Campaign is considered to be complete.

Container-enabled execution

The system responds to Container requests during the configured time frame. If an end time isconfigured, the Container will no longer consider this Campaign once the end time is reached. At thispoint, the container execution cycle of the Campaign is considered to be complete.

Campaign MonitoringThis section includes the following topics pertaining to Campaign monitoring:

l Monitoring Campaign Performance

l Viewing Run Details

Monitoring Campaign Performance

Once a Campaign is in its running stage, the Campaign display switches to the monitoring view. Thisview includes the following sections which aid marketers in monitoring various aspects of theirCampaigns.

l Campaign overview

l Performance

l Run schedule

l Goals



Campaign overview

This section provides a visual representation of how the Campaign is performing since the start of itsexecution across the following salient metrics:

l Total impressions

l Click-through rate

l Conversion rate

The key usage aspects of the chart in this section are:

l The x-axis represents time from the start of Campaign execution till its end, or till the current dayif the Campaign is still running.

l The left y-axis corresponds to the impressions metric, while the right y-axis corresponds to thetwo rate metrics.

l Hovering over a data point in the chart displays details about the corresponding metric value.

l Clicking the metric name in the legend toggles the display of the metric's line chart.



Performance

This section lists both cumulative and individual metrics pertaining to the Campaign's overallperformance.

The metrics displayed in the boxes are cumulative across the execution cycle of the Campaign. Thefollowing metrics are displayed:

l Offers - Number of distinct Offers utilized during Campaign execution

l Impressions - Total number of impressions for this Campaign

l Click-throughs - Overall click-through rate of this Campaign

l Conversion - Overall conversion rate of this Campaign

l Offers Initiated - Total number of Offers initiated during Campaign execution

The Details sub-section below the boxes presents a drill-down view of the above metrics for eachOffer that was utilized by the Campaign. Clicking the Offer name opens the corresponding Offer rule.

Run schedule

In the monitoring view, the Run schedule section displays two grids - one for initiated runs and theother for upcoming runs.



Initiated runs

This grid lists each initiated Campaign run with the most recent run at the top. Each run row in thegrid contains the following:

l Date and time when the run started its execution

l Number of Offers initiated by the run

l Status of the run - typical values are Scheduled, Running, Completed, Failed

l Links for available actionsWhen running, available action is Stop

If failed, available actions are Restart and Skip

Additionally, users can click the run's row to see a detailed view of the run. Refer to Viewing RunDetails for information on using this view.

Upcoming runs

TheUpcoming grid displays the date and time of upcoming runs for the Campaign.



Goals

This section displays the performance of the Campaign against the goals configured by the marketer.

At a high level, the overall goal achievement status for the Campaign can have one of the followingvalues:

l Goals Met - When at least half of all configured goals have been met

l Goals Missed - When less than half of configured goals are met (as shown above)

l Goals Not Set - When no goals have been configured for the Campaign

For each configured Campaign goal, the system shows current value and the target goal value. Thecurrent value displays in green if the corresponding goal has been met.

Viewing Run Details

Clicking a row for an initiated Campaign run, distribution test, or seed test presents an expandedview which contains details about the specific run. Users can click the row again or click Close tocollapse this view and return to the grid view.



To begin with, the section provides an overview of the execution stages and the progress of the runthrough these stages. This view contains the following three boxes:

l Audience - This box displays the number of customers that make up the run's audience.

l Marketing Strategy - This box displays the number of Offers that were identified by theCampaign's Strategy and the number that were actually initiated by the system. These numbersmay be different if the Campaign also utilizes a Constraint, as shown in the example above.

Note: For distribution tests, this box only shows the number of Offers identified by the Strategysince distribution tests do not initiate Offers.

l Result - This box shows the overall result of the run (or test).

Each of the above boxes also include the date and time when the corresponding stage wascompleted.

Additionally, the color of a box visually indicates the status of the corresponding stage.

l White - Stage is yet to be started

l Blue - Stage is currently in progress



l Gray - Stage has completed

l Green - Run has successfully completed. Only shown on the result box.

l Red - Run has failed. Only shown on the result box.

The usage of these colors is demonstrated by the following failed run.

The stage progress colors aid in depicting that the run has failed during the strategy phase (blue). Theerror message at the top provides more details on the failure and suggests steps that the marketercan perform to rectify the situation.

The Offers grid displays the list of distinct Offers initiated as part of the run (or test) along with theirinstantiated counts. Clicking an Offer name in the grid opens the corresponding Offer rule.

When the run includes Offer bundles, there are additional rows in the grid for bundled members andthe Bundle member count column displays the count of each initiated member.



Clicking the Reports link at the bottom displays the distribution reports that were generated as partof the run (or test).

Campaign CompletionThis section includes the following topics pertaining to Campaign completion:

l Wrapping up a Campaign

l Archiving a Campaign

l Restoring a Campaign

l Reopening a Campaign



Wrapping up a Campaign

When a Campaign completes its execution cycle, it moves to the wrap-up stage. In this stage, themarketers can utilize theWrap-up button or theWrap-up action (in the Actionsmenu) to completethe Campaign.

As part of this action, the marketer can enter any additional remarks on the Campaign and classify itbased on its outcome into one of four categories: Successful, Not successful, Neutral, or Notspecified.

Upon submission of this action, the Campaign transitions to the completed stage. Users can nolonger make any edits to this Campaign.

Archiving a Campaign

Once a Campaign is complete, the marketer can use the Archive button or the Archive action (in theActionsmenu) to archive the Campaign. Once the Campaign is archived, it will not appear (bydefault) in the list of Campaigns on the Campaigns landing page.

To view archived Campaigns in the Campaigns landing page, the marketer should set the Statusfilter to Archived and then click View.



Restoring a Campaign

The Restore action (in the Actionsmenu) enables the marketer to move an archived Campaign backto the stage it was in before being archived, i.e. either the completed or the wrap-up stage. Once theCampaign is restored, it will be visible in the list of Campaigns on the Campaigns landing page.

Reopening a Campaign

The Reopen action (in the Actionsmenu) enables the marketer to revert a completed Campaignback to the wrap-up stage.



Chapter 5: Outbound CampaignsFor advanced marketing initiatives, Multi-Channel Campaigns allow the use of adaptive andpredictive analytics with business rules to optimize across multiple offers, resulting in the selection ofthe best offer for each individual customer. However, marketers often need a simpler mechanism topromote a single offering and monitor its performance. The Outbound Campaign construct providesjust this functionality using a visual card paradigm that highlights all aspects of the initiative on asingle canvas. This allows marketers to focus on key aspects, such as the Audience, the Offer, and theFlow.

High-level features of the Outbound Campaign functionality include the following:

l Simplified canvas, which includes all details in single view

l Visual ‘card’ paradigm for easier building

l Traceable goals and the ability to monitor their performance

Outbound Campaigns have a lifecycle of their own and go through various stages. These stages areoutlined in theOutbound Campaign Lifecycle section. The remaining sections in this chapteroutline the various interactions available to the user. These interactions include the following:

l Creating an Outbound Campaign

l Configuring an Outbound Campaign

l Validating an Outbound Campaign

l Running an Outbound Campaign

l Monitoring Outbound Campaign Goals

l Wrapping up an Outbound Campaign

l Other Outbound Campaign Actions

Outbound Campaign LifecycleEach Outbound Campaign has a lifecycle and goes through various stages along this lifecycle. Theuser can perform appropriate actions on the Outbound Campaign at some of these stages.Performing an action on the Outbound Campaign may move to it a different stage. The following


Chapter 5: Outbound Campaigns

graphic illustrates the stages in the Outbound Campaign lifecycle and the actions that can beperformed by the user at each stage.

The stages in the Outbound Campaign lifecycle are:

l New – Initial stage, Outbound Campaign is yet to be saved

l In Design – Outbound Campaign has been created and is in design

l Scheduled – Outbound Campaign is pending the scheduled run time

l Running – Outbound Campaign is currently running

l Awaiting Wrap-Up – Outbound Campaign has completed running and is available for wrap-up

l Failed – Outbound Campaign has failed. Actions in this stage are similar to those in the designstage.

l Completed – Outbound Campaign has been wrapped-up

l Archived – Outbound Campaign has been archived

l Withdrawn – Outbound Campaign has been withdrawn



Creating an Outbound CampaignOutbound Campaigns are listed alongside Multi-Channel Campaigns on the Campaigns landing page.This landing page is accessed in the Pega Marketing portal via the Campaigns link in the leftnavigation.

To create a new Outbound Campaign, users should select the Create Outbound Campaign item inthe Create button menu on the Campaigns landing page.

Upon creation, a new Outbound Campaign resembles the following:



Configuring an Outbound CampaignMarketers can start configuring the Outbound Campaign right from the Create a Campaignscreen. Once the Outbound Campaign has been created, they can use the Edit button to go into editmode and make further updates to the Outbound Campaign’s configurations. This section providesdetails on the various aspects of configuring the Outbound Campaign. This includes the following:

n Specifying Details

n Selecting the Audience

n Selecting the Offer

n Selecting the Flow

n Specifying Goals

Specifying Details

The Campaign details section contains various details about the Outbound Campaign, such as itsname, issue/group information, objectives, planned start date, and basic financial information. TheName, Issue, and Group can’t be modified after the Outbound Campaign has been created.

Note: The Outbound Campaign’s name must be unique across the system. The name must alsobegin with a letter and shouldn’t contain any special characters (except spaces and underscores).

The user can utilize the Campaign Image field to associate an image with the Outbound Campaign.This image will be displayed in the card for the Outbound Campaign in the Campaigns landing page.

In addition to basic information, marketers can also add tags to their Outbound Campaigns. Taggingis available once the Outbound Campaign has been created.

Currently, tagging allows the marketer to further classify the Outbound Campaign as desired. Infuture iterations of the product, the tagging capabilities may be further enhanced to allow for tag-based searching.



Authorized users can enable the Ignore global exclusion list option to have processing of Offersfor this Outbound Campaign ignore the global exclusion list. Refer to the Exclusion List chapter fordetails.

Selecting the Audience

A key element of Outbound Campaigns is the audience, which is the set of individuals the user plansto target with their marketing message. Audience selection in Outbound Campaigns utilizes theSegment rule, which can be used by the marketer to hone in on their desired audience. Whenconfiguring an Outbound Campaign, the marketer can review their existing Segments (along withpertinent details) right from the Outbound Campaign canvas. The marketer can also create a newSegment and reference it in the Outbound Campaign.

The Audience card in the Outbound Campaign canvas displays the currently selected Segment and itsdetails. Initially, this card is empty.

Marketers can click anywhere in the card to launch the Configure Audience dialog.



This dialog presents the twenty most recently updated Segments in the system. The View moreresults link at the bottom of the list enables users to load the next twenty Segments. Users can alsoutilize the search box to search for Segments by name or description. The Refresh link refreshes thelist of Segments, retaining any search criteria that was previously entered.

Each Segment is represented by a card in the list.

This card contains the following details about the Segment:

1. Segment name. Users can click the name to open the Segment rule.

2. Segment description

3. When the Segment’s population was last refreshed

4. Number of customers in the Segment

5. Percentage of the total population represented by the Segment

6. When the Segment was last edited

7. Image associated with the Segment (if any)

If the desired audience is not represented by an existing Segment, users can also choose to create anew Segment via the Create link. After the Segment has been created, the user can use the Refreshlink to reload the list of Segments. The user’s new Segment should now show at the top of the listsince it was most recently edited.

Clicking a Segment card selects the Segment. The right pane in the Configure Audience modaldisplays further details about the selected Segment. This includes the following common informationfor all Segment types:

l Segment image

l Friendly name - Click to open the Segment rule.

l When the Segment rule was last edited



l Number of Campaigns (both multi-channel and outbound) that are using this Segment as theiraudience

The following information is only shown for criteria Segments:

l Number of Segments that the selected Segment references

l List of criteria utilized by the Segment

The following information is only shown for list Segments:

l Name of the last imported customer file

l Date and time when this file was imported

l Name of the user who imported this file

To complete the selection process, click the Add button to denote the selected Segment as theOutbound Campaign’s audience. The Audience card is updated to reflect the selected Segment. Thiscard shows pertinent details about the Segment. This provides the user with a comprehensivesummary of the selected Segment. The user can still open the referenced Segment by clicking thename link.

The Delete link in the bottom right corner of the Audience card (in edit mode) allows the user toremove the selected Segment. The user can then select a different Segment using the processoutlined above.



Selecting the Offer

Next, the marketer can select the Offer they want to use in their Outbound Campaign. The Offerportion of the Outbound Campaign focuses on the promotional content that the marketer wishes tocommunicate and the channels they wish to utilize. The marketer can review their existing Offers(along with pertinent details) right from the Outbound Campaign canvas. They can also create a newOffer and reference it in the Outbound Campaign.

The Offer card in the Outbound Campaign canvas displays the currently selected Offer and its details.Initially, this card is empty as shown below:

Marketers can click anywhere in the card to launch the Configure Offer dialog. This dialog presentsthe twenty most recently updated Offers in the system. The View more results link at the bottomof the list enables users to load the next twenty Offers. Users can also utilize the search box to searchfor Offers by name or description. The Refresh link refreshes the list of Offers, retaining any searchcriteria that was previously entered.

Each Offer is represented by a card in the list.



This card contains the following details about the Offer:

1. Offer name. Users can click the name to open the Offer rule.

2. Offer description

3. Conversion rate of the Offer

4. Impression rate of the Offer

5. Volume of the Offer – number of times this Offer has been made

6. Channels utilized by this Offer. Each channel is represented by its icon. Supported channelsinclude Email, SMS, Passbook, Push Notification, and File/Database.

7. Availability of the Offer – duration when this Offer is available, if start and end dates are set on theOffer

8. Image associated with the Offer (if any)

9. Draft status of the Offer –Draft icon appears if the Offer is in draft mode

Clicking an Offer card selects the Offer. The right pane in the Configure Offer modal displays furtherinformation about the engagement content that the Offer utilizes.



This information is grouped by communication channel and includes every channel that the Offeruses. In the example Offer above, all supported channels are being used. For each engagement,relevant information - such as the Email Treatment name or the Push Notification message - isdisplayed.

To complete the selection process, click the Add button to denote the selected Offer as the OutboundCampaign Offer. The Offer card is updated to reflect the selected Offer. This card shows pertinentdetails about the Offer. This provides the user with a comprehensive summary of the selected Offer.The user can still open the referenced Offer by clicking the name link.

The Delete link in the bottom right corner of the Offer card (in edit mode) allows the user to removethe selected Offer. They can then select a different Offer using the process outlined above.

Note: In the current release of Pega Marketing, the Offer and Flow cards are inter-related as themetadata for both these cards uses the same Offer rule. As such, selecting one of these cards auto-selects the other card as well. Similarly, removing either the selected Offer or Flow also removes theother.



Selecting the Flow

Finally, the marketer can select the Flow they want to use in their Outbound Campaign. The Flowdetermines the means in which the Outbound Campaign content (i.e. Offer) will be sent to thecustomers. In the current release, the Flow is also represented by the Offer rule and is, therefore,coupled to the Offer card. However, the Flow card displays flow-centric information and provides adifferent view to the marketer. The Flow card in the Outbound Campaign canvas displays thecurrently selected Offer flow and its details. Initially, this card is empty as shown below:



Marketers can click anywhere in the card to launch the Configure Flow dialog. This dialog presentsthe twenty most recently updated Offers in the system. The View more results link at the bottomof the list enables users to load the next twenty Offers. Users can also utilize the search box to searchfor Offers by name or description. The Refresh link refreshes the list of Offers, retaining any searchcriteria that was previously entered.

Each Offer flow is represented by a card in the list.

This card contains the following details about the Offer and its flow:

1. Offer name. Users can click the name to open the Offer rule.

2. Offer description

3. Channels utilized by this Offer. Each channel is represented by its icon. Supported channelsinclude Email, SMS, Passbook, Push Notification, and File/Database.

4. When the offer was last updated

5. Offer flow

6. Draft status of the Offer – “Draft” icon appears if the Offer is in draft mode



Users can view the Offer flow in more detail by clicking on the flow. This opens the flow in a modalwindow (as shown below). Clicking anywhere outside the modal closes the flow view.

Users can select a particular flow by clicking on the corresponding card. To complete the selectionprocess, click the Add button to denote the selected Flow as the Outbound Campaign Flow. The Flowand Offer cards are updated to reflect the selected Offer. The Delete link in the bottom right cornerof the Flow card (in edit mode) allows the user to remove the selected Offer/Flow. They can thenselect a different Offer/Flow using the process outlined above.

Specifying Goals

The Goals section of the Outbound Campaign allows marketers to define goals for their OutboundCampaigns and to monitor the performance of these goals once the Outbound Campaign is running.

When the Outbound Campaign is in edit mode, theManage goals link is available in this section.Clicking this link launches a modal dialog that marketers can use to specify various goals for their



Outbound Campaign. Initially, this modal contains a single row for the Outbound Conversion Ratemetric.

Users can specify up to nine goal metrics. Each of these metrics is a Key Performance Indicator (KPI)configured on the Visual Business Director landing page. Clicking Apply adds all goals with targetvalues to the Outbound Campaign.

The Goals section displays all goals that have been configured for the Outbound Campaign. Userscan continue to make changes to these goals and their target values while the Outbound Campaign isin design mode. Once the Outbound Campaign is launched, these goals can no longer be edited.

Validating an Outbound CampaignThe marketer can utilize the Validate action from the Actionsmenu to validate their OutboundCampaign. This action enables the user to validate the various configurations that they provided forthe Outbound Campaign. Any violations are categorized into critical items and warnings. Criticalitems denote violations that will prevent the Outbound Campaign from being launched. Warningsrepresent best practice violations and other scenarios which may potentially impact OutboundCampaign execution.



The user can use the edit link to make any necessary updates to the Outbound Campaign.

Running an Outbound CampaignOnce the user is satisfied with their Outbound Campaign’s configurations, they can launch theOutbound Campaign via the Run button or the Run action in the Actionsmenu.

When this action is initiated, the system automatically performs Outbound Campaign validation andreports the validation results to the user. The user must address any validation errors before theOutbound Campaign can be launched. Warnings do not prevent the Outbound Campaign from beinglaunched but should still be individually heeded and addressed, where necessary.

After addressing validation errors and warnings, the user can launch this Outbound Campaign. Theuser can choose to run the Outbound Campaign right away or schedule it for a time in the future. Thesystem pre-populates the scheduled run time with the Outbound Campaign's Planned Start Date, if itis set.

The user can also choose to refresh the audience for the Outbound Campaign before it is run.

Note: The refresh audience option is only available when the audience of the Outbound Campaignis a criteria Segment.

After the user completes this action, the Outbound Campaign status switches to either Running orScheduled based on the run option that was selected. The Outbound Campaign Status card displaysthis information along with the Outbound Campaign run duration (if running) or the scheduledOutbound Campaign start time (if scheduled).



Monitoring Outbound Campaign GoalsOnce the Outbound Campaign enters the running stage, the system tracks its performance and storesrelevant information in Interaction History (IH). If the user specified performance goals on theOutbound Campaign, they can monitor these goals as the Outbound Campaign progresses.

The Goal performance section displays relevant metrics both for the Outbound Campaign as awhole and for each individual goal.

First, the number of goals achieved and the total number of goals are displayed.

Then, each goal is represented with pertinent metric data.

The following information displays for each goal:

1. Goal name

2. Goal status indicator – Up arrow when the goal has been achieved, down arrow otherwise

3. Current value for goal – Green font when achieved, red font otherwise

4. Target goal value – Set by the user as part of designing the Outbound Campaign

Goal metrics are fetched each time the Outbound Campaign is refreshed or re-opened. To get thelatest metric values, the user can simply refresh the Outbound Campaign.



Wrapping up an Outbound CampaignOnce an Outbound Campaign has finished running, the user can perform one of the followingactions:

l Edit – This action allows the user to update Outbound Campaign details and enter actual valuesfor data collected and other pertinent information about the Outbound Campaign and itsoutcome.

l Wrap-Up – This action allows the user to complete the Outbound Campaign and is available inthe Actions menu. The user must select a value for the Outbound Campaign’s outcome and canenter an outcome note as well.

Upon completion of this action, the Outbound Campaign moves to the Completed stage.

Other Outbound Campaign ActionsThis section provides details on the following additional actions that a user can perform on theirOutbound Campaign:

l Reschedule

l Suspend

l Withdraw

l Archive



l Restore

l Reopen

Rescheduling an Outbound Campaign

When the Outbound Campaign is in the scheduled stage, the user can update its run time (if desired)by utilizing the Reschedule action from the Actionsmenu. The Outbound Campaign is once againvalidated and the user is presented with the same configuration options as the Run action. Uponcompleting this action, the Outbound Campaign moves to either the running or the scheduled stagebased on the run option that was selected.

Suspending an Outbound Campaign

If the user desires to make changes to a scheduled Outbound Campaign, they must first suspend it.To do so, the user can utilize the Suspend button or the Suspend action from the Actionsmenu.The user must also enter a note along with their suspension request.

As part of suspending the Outbound Campaign, the system sends an email to the user that launchedthe Outbound Campaign notifying them of the Outbound Campaign’s suspension. This email alsoincludes the note that was entered.

Suspending an Outbound Campaign returns it back to the In Design stage. The user can make furthermodifications to the Outbound Campaign before running it.

Withdrawing an Outbound Campaign

While the Outbound Campaign is in either the design or the failed stage, the user can also withdraw itif it is no longer needed. To do so, the user can utilize theWithdraw action from the Actionsmenuand enter a note for the withdrawal.



Withdrawing an Outbound Campaign moves it to the withdrawn stage. No further actions areavailable on this Outbound Campaign. The user can still utilize the Save as button to create a copyof this Outbound Campaign. The Outbound Campaign is also no longer listed (by default) in theCampaigns landing page. To view withdrawn Outbound Campaigns, users can set the Status filteron this landing page toWithdrawn.

Archiving an Outbound Campaign

Once the Outbound Campaign has finished running, the user can archive it via the Archive button orthe Archive option in the Actions button menu. Archiving an Outbound Campaign moves it to thecompleted stage. The Outbound Campaign is also no longer listed (by default) in the Campaignslanding page. To view archived Outbound Campaigns, users can set the Status filter on this landingpage to Archived.

Restoring an Outbound Campaign

To restore an archived Outbound Campaign, the user can utilize the Restore button or the Restoreoption in the Actions button menu. Restoring an Outbound Campaign moves it back to the stage itwas in before being archived.

Reopening an Outbound Campaign

To reopen a completed - either wrapped-up or restored - Outbound Campaign, the user can utilizethe Reopen button or Reopen option in the Actions button menu. Re-opening an OutboundCampaign places it back in the awaiting wrap-up stage.



Chapter 6: SegmentsSegments provide the capability to identify a specific group of customers and to use this group as theaudience in Campaign execution. Segments can also be used within the marketing strategy to decidewhat offers are made to which customers based on the segments they are in.

The Audiences landing page lists available Segment rules in the system. This landing page isaccessible in the Pega Marketing portal via the Audiences link in the left navigation.

This landing page lists the twenty most recently updated Segments in the system. Users can use theView more results link at the end of the list to load the next twenty results. Users can also use thefilters at the top of the page to search for Segments by Issue / Group, Type, and Name.

For each listed Segment, the landing page displays the following information:

l Image associated with the Segment. If a Segment image hasn't been specified, the default imagefor the Segment type (i.e. criteria or list) is shown.

l Friendly name - Clicking the link opens the Segment rule.

l Rule name

l Number of customers in the Segment

l Percentage of the total customer population represented by the Segment

l When the Segment population was last refreshed

l Type of the Segment - Criteria or List

l When the Segment rule was last updated


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The Create button enables marketers to create a new Segment. The configuration options forcreating and running the Segment depend on the type of Segment - Criteria or List

Criteria SegmentsCriteria Segments enable marketers to use various criteria and combine them to identify the desiredtarget audience.

Historically, the assembly of criteria to describe a segment has been an area in which the marketerhad to rely on intuition, prior complex analysis, or guess work. Pega Marketing solves this throughthe use of intelligent segmentation. The solution can leverage the power of decision management (inthe area of segment criteria) through the use of statistical analysis to discover predictors within thecustomer 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 thesepredictors.

To create a criteria Segment, set the Type field to Criteria on the Create Segment form.

A criteria Segment rule contains the following tabs:

Tab Name PurposeDesign Hosts the functionality which allows the user to identify the criteria required to target the

customers of interest. In designing a Segment, the marketer assembles a set of criteriathat initially identifies interesting parts of the population. The marketer then combinesthese criteria in a variety of ways to specifically target the customers with whom theywish to communicate. Further details are provided in the Designing a Segment section.

Options andSchedule

Hosts configurations for managing Segments, relationships with other Segments, andthe scheduling options available for Segment execution. Further details are provided inthe Configuring and Scheduling a Segment section.

History Gives the user a view on the execution activity for the Segment, illustrating when theSegment was refreshed, its row count, and execution times. Further details are providedin the Segment History section.


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Designing a Segment

The Design tab of a criteria Segment rule is used to assemble a set of criteria that identifies a specificsubset of the population.

Upon initial creation, the Design tab looks like the following:

This view is initially presented to help guide the user in terms of the main sequence of tasksassociated with designing a segment.

This form is replaced when the Add Criteria button is clicked for the first time.

The first choice for the user is to decide if they want to build a visually composed Segment (using theVenn diagram metaphor) or use a more traditional rule form to describe the criteria. This is managedby toggling the visualization button at the top left corner of the rule form.

Both these modes are described in the following sections. By default, a new segment is created withVenn diagram visualization enabled.


Chapter 6: Segments

Segment Header Panel

This panel is displayed at the top of the Design tab on the Segment rule form. It contains actionbuttons and displays pertinent information about the Segment.

The following table describes the various items that are present in the header panel.

Item DescriptionVenn Diagram visualization button - Toggle to switch between visualand non-visual modes of creating Segments.

Run button - Used to trigger manual Segment execution. Enabled whenSegment rule is checked in.

Load Visualization Estimates button - Used to load estimates forsections in the Venn diagram. Available when visualization estimates aredisabled.

Show Customers button - Enabled once the Segment is saved andpopulated. Provides a preview of the customers in the Segment.

Main Customer Count - Displays the total number of customers in thedata set. Refresh icon is enabled when the rule is checked-out and can beused to get the latest customer count.

Sample Size - Number of customers in the Sample associated to thereferenced Analysis Project.

In This Segment - Number of customers in the Segment as determinedby the latest Segment execution.

Creating Visually Composed Segments

If the user chooses to assemble the segment using a visual metaphor, the sequence to follow whendesigning the segment is described in the opening screen.

This sequence is as follows:

1. Click the Add Criteria button at the bottom of the criteria section.

2. Select the criteria, making full use of the recommended predictors and then configure the queryparameters associated with each criteria.

3. Watch what’s going on in the interactive Venn diagram, as relationships between the nominatedcriteria are visualized. Select areas of the Venn diagram that are of interest. Multiple parts of theVenn can be selected to build up a comprehensive picture of the desired target population.


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4. Save (and check-in, if applicable) the Segment.

5. Run the Segment to populate it with the target population.

Selecting a Criterion

Clicking the “Add Criteria” button launches the criteria picker, as shown below:

The “Selection Criteria” dialog presents a set of tabs which individually host a collection of criteriaavailable to the user. The number and type of tabs displayed are dependent on the presence of anAnalysis Project (associated with the Segment) and the type of analyzed data available in that project.To select a criterion, select the row for the criterion and press the “OK” button on the “SelectionCriteria” dialog. Each of the tabs in the criteria dialog is explained below.

Recommendations

This tab (shown above) holds the top 3 modeled predictors available from the modeled data. Thesepredictors should be the most powerful in identifying the criteria to be used in defining this Segment.The Performance column displays the effectiveness of the criterion in predicting the outcome. Inessence, this represents the ability of the criterion to identify parts of the population who would bemost likely to exhibit the behavior for which the model has been trained.

Modeled Data

This tab lists all the predictors available in the Analysis Project that have been assembled during theexecution of the modeled analysis. The following pieces of information are listed for each predictor(criterion):

l Name – Name of the predictor

l Type – Type of the predictor: numeric or symbolic

l Performance – Effectiveness in predicting the outcome


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l Description – Range of values (for numeric predictors) or the number of symbols (for symbolicpredictors) present in the sample set

The higher the performance figure, the more powerful the predictor. The columns can be sorted. Bydefault, the criteria are sorted on the performance field.

Statics

This tab lists the set of static attributes from the Analysis Project which have been processed as partof the static analysis execution.

The columns describe the attribute’s type and the distribution of data (or groupings of data) for eachfield. Although there’s no real equivalent of performance for this type of analyzed data, the count ofthe number of items within each group can provide valuable insight into the group’s relevance.


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Data Fields

This tab enables the user to utilize any data field (associated with the customer entity) as a criterion.The user can search for a criterion by entering its name in the “Search Criteria” field. Criteria thatmatch the entered value are displayed:

Alternately, the user can select the browse option to view a tree containing the available entities anda list of the criteria available for each entity.

To view criteria on a different entity, simply select the desired entity in the tree. The name, type, anddescription are shown for each criterion.


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Communication History

This tab provides the user with various predefined criteria that associate the customer with theircommunication history. A meaningful description is provided for each criterion.

Some examples of the provided criteria include:

l Offers Received

l Offers Received per Channel per Time Period

l Offer Responses per Time Period

l Treatments Opened per Time Period


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Defined Segments

This tab lists the various Segments in the system. These Segments are organized according to theirissue and group hierarchy. Selecting a specific issue or group within the segment tree displays theSegments present at that hierarchical level. Selecting the top level “Segment” node provides a list ofall the Segments within the application.

Configuring a Criterion

Selecting a criterion from the set causes that criterion to be placed in the criteria panel in the Designtab on the Segment rule form. The configuration options for a criterion depend upon the criteria type.The system automatically presents the user with the most appropriate criteria editor based on thetype of the selected criterion. This editor enables the user to configure the search parameters to beused in conjunction with the selected criterion.

The following table lists the criteria editor types available and the criteria tab which generates criteriaof that editor type.

Criteria Editor Type Criteria Tab(s) NotesHistogram Modeled Data See Configuring Histograms

Categorical Modeled Data, Statics See Configuring Categoricals

Long Categorical Modeled Data, Statics See Configuring Long Categoricals

String Matcher* Data Fields See Configuring Strings

Numerical* Data Fields See Configuring Numbers

Date and/or Time* Data Fields See Configuring Dates and Times


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Criteria Editor Type Criteria Tab(s) NotesSegment Defined Segments See Configuring Segments

History Communication History See Configuring History Criteria

* See Using Aggregate Criteria for information on aggregation options with these criteria types.

Configuring Histograms

Any numerical property which has produced meaningful analysis information during Analysis Projectexecution will be represented as a numerical histogram.

An example histogram is shown below:

Notes on salient parts of the histogram:

l The range value displayed under the name of the criterion represents the range of valuesobserved during the analysis execution.

l The performance value represents the predictive power of this criterion, as determined by theanalysis execution.

l Individual columns of the histogram represent the banding or grouping of the analyzed data. Theranges themselves are displayed as the x-axis labels.

l The height of each column equates to the percentage of the overall population within the groupand is measured by the left y-axis.

l The red performance line, mapped to the right y-axis, represents the propensity of the individualgroups. Propensity is the ratio of the number of positive responses to the total number ofresponses.

l The column with the highest propensity is selected by default.


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l Selected columns are highlighted in the same color as the name of the criterion. Users can select(or deselect) groups by clicking on the columns. Multiple groups can be selected at the same time.The system will use the range values associated with each group to compose suitable queriesagainst the customer source. The left edge of a range is treated as “greater than or equal to” andthe right edge is treated as “less than”.

l As columns are selected (or deselected), the number of matching customers found is determinedand displayed on the left hand side.

Configuring Categoricals

Symbolic information that is provided as inputs into the analysis execution for modeled or staticproperties is represented as a categorical bar chart.

An example bar chart is shown below:

Notes on salient parts of the categorical bar chart:

n The performance value (only presented for modeled criteria) represents the predictive powerof this criterion, as determined by the analysis execution.

n The length of each bar is proportional to the percentage of the population in that group.Percentage values are mapped onto the bottom x-axis.

n Propensity information (only present for modeled criteria) is displayed as red dots andmapped onto the top x-axis.

n Each bar (including the Missing category) can be selected (or deselected) by clicking on the bar.


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n A tooltip is presented when the user hovers over a bar or the propensity red dot. The tooltipsdisplays the symbols represented by the bar (Range), the percentage of the total population(People), and the propensity value (Performance).

n As bars are selected (or deselected), the number of matching customers found is determinedand displayed on the left hand side.

n Clicking on a bar will add the corresponding group to the query parameters for this criterion.In the case where there multiple symbols associated with a specific bar (e.g. the Residual(second) bar above), the system will query for all present symbols. The “Missing” bar will betranslated into queries where the criterion value is null.

Configuring Long Categoricals

If the number of elements for a categorical criterion is greater than 8, it becomes impractical tovisualize this criterion as a bar chart. In this case, the system will switch to using the long categoricalmodel which is illustrated below:


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Clicking the “Select Items” button presents a list of the individual values. The user can select one ormore items from the list by clicking the checkbox next to the item.

Upon pressing “OK”, the number of matching customers found is determined and displayed on theleft hand side.

Configuring Strings

When criteria with type “Text” are selected from the “Data Fields” tab, the string-based criteria editor,illustrated below, is provided:


Chapter 6: Segments

Enter the search value for the criterion into the input field. After entering this value, tab out of thefield or click the search icon. Doing so will trigger the system to compose the appropriate query todetermine how many customers meet the specified criteria.

The criteria editor supports the following search types:

l Contains

l Starts with

l Ends with

l Search Exact

l Is Null

Additionally, the user can also select the following options:

l Negation – negates the current condition

l Ignore Case – performs case-insensitive search

l Include Null – includes null values

As a query is performed, the number of customers that meet this criterion are determined anddisplayed in the Criterion panel.

Configuring Numbers

When criteria with a numeric type (Integer, Double, etc.) are selected from the “Data Fields” tab, thenumerical criteria editor, illustrated below, is provided:

This editor functions similarly to the string-based criteria editor, but provides additional querycapabilities.


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This criteria editor can describe two types of search matching strategies:

1. A range based strategy which queries values between the lower and upper bounds

2. Numeric test operations using a comparison operator (such as greater than, equals, etc.) and adesired value.

Additionally, the user can also select the following options:

l Negation – Negates the current condition. This allows the user to express interest in customerswhere the criterion value is not null, for example.

l Include Missing Values – Instructs the system to include searching for null values as part of thecomposed query.

Configuring Dates and Times

For configuring date and time based properties, the Date/Time criteria editor is provided. Thisenables users to configure criteria for a range of dates and times or perform standard comparisontests against date and time values.

Select between the following options for querying the data:

l Date – Specify date ranges/values

l Date & Time – Specify date and time ranges/values

l Time – Specify time ranges/values


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l Is Null – Search for entities where the criterion value is null

l Date Relative – Specify the relation operator to use (Last or Next) and the desired number of days(say x). This option uses the current time and returns results where the criterion value is within thelast/next x days. For example, users can query for new customers by examining only thosecustomers whose relationship start date is in the last week, as shown below:

For the date and/or time options listed above, the next choice is the comparison function. Thechoices available are the same as those in the numeric editor (range based or comparative). Uponclicking in the input field(s) for date/time specification, a popup calendar or time picker is presentedto aid in the specification of the date/time value.

The calendar, shown below, is available for specifying dates. Click the desired date to select it as theinput value.


Chapter 6: Segments

The time picker, shown below, is available for specifying times. Select values for hours, minutes, andAM/PM. These changes are displayed in the time in the header. Click “Set” to apply the selected timevalue to the input field.

When used by itself, the Time query will match the time across multiple date values. This enables theuser to specify powerful queries, such as customers who visited the branch between a specifiedrange of hours (e.g. 12pm - 2pm).

Configuring Segments

When Segments are used as criteria, the Segment criteria editor, illustrated below, is provided:

The level of control for this criterion is limited to simply controlling the direction of the relationship.When including a Segment, the default behavior is to assume that we want to query customers whoare also in the nominated Segment. Clicking the Negation checkbox reverses the query and returnscustomers who are not in the nominated Segment.

Clicking the refresh icon will update the customer count and last updated date for the Segment withits most recent values.

Clicking the Segment name will open the nominated Segment’s rule form.


Chapter 6: Segments

Configuring History Criteria

When one of the predefined Communication History criteria is selected, the history criteria editor,illustrated below, is presented:

The actual fields displayed in the editor are contingent upon the input requirements of the selectedcriterion. Most of the input fields provide either smart-prompts or value options to assist the user inspecifying the criteria values.

This is demonstrated with the Offer field below:

The input fields displayed could include:

l Offer – Name of the Offer. Offer name is displayed with its associated Issue and Group.

l Channel – Channel of communication for the Offer/Treatment (e.g. Email, SMS).

l Direction – Direction of communication: Outbound or Inbound.

l Response – Behavior and Response value for a customer’s response to an Offer.

l Treatment – Name of the (Email/SMS/…) Treatment.

l Time Period – Applicable date/time value/range. Uses the Date/Time criteria editor.


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Using Aggregate Criteria

When using criteria fields that belong to a repeating structure (such as a Page List), Pega Marketingalso provides support for aggregation. In such cases, the Count item is available in the list of searchtypes for the criteria.

Selecting this search type displays input fields to specify the comparison operator and thecomparison value. The following example criteria targets all customers that have more than thirtyInteraction History records.

The Add Criteria link (shown above) enables marketers to refine the aggregation by specifying oneadditional criteria. Clicking this link adds an input field to specify the additional criteria. Utilize thesmart-prompt to select the desired field. The smart-prompt will only display fields that are directly inthe same class as the main criteria field.


Chapter 6: Segments

Upon selecting an additional criterion, comparison fields appropriate for the criterion type aredisplayed. Use these fields to configure the additional criteria. The following example targets allcustomers that have had less than five outbound communications.

Note: The Add Criteria link is disabled after one additional criteria has been added.

Organizing Criteria into Sets

Each time a criterion is added to the canvas, a circle is added to the Venn diagram. This circlerepresents the size of the population identified by that criterion and its relationships to other criteria.To properly represent all possible relationships among criteria, only three criteria can be associatedat one time with a Venn diagram.

To add more criteria to the Segment, users can organize their criteria into sets. Each set has its ownassociated Venn diagram and can, thus, hold up to three criteria. The first (Set #1) set is automaticallyadded when the user initially selects the Add Criteria button.


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Clicking the Add Criteria icon in a set that already contains three criteria will automatically generatethe next set for storing the new criterion. When the new criterion is selected, it will get added to thenewly generated set, as shown below:

When a new set (say Set #3) is created, the combination of criteria intersections selected for theimmediately prior set (in this example, Set #2) serves as the starting population for the new set. Thisis true for every new set with the exception of the first set (Set #1) whose starting population is thecustomer base.

Users can also choose to manually create new sets by clicking the add icon (shown below) which islocated to the left of the first set. This further enables the user to combine criteria to form powerfulqueries to hone in on the desired set of customers.

Users can also rename sets to better describe the criteria they contain/specify. To rename a set,double-click on the set name and enter the desired name. Click anywhere outside the set name tosave the set name entered.

Removing Criteria

At any point, the user can remove a criterion from the selection by clicking the remove icon [x],located at the top right corner of the criterion entry.


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A set of criteria can also be removed by selecting the desired set and clicking the remove set icon [x],as shown below.

Selecting the Desired Population

Having added a criterion to the canvas, the visualization will immediately render that population as acircle in the Venn diagram. The circle may be the first in the frame if it’s the first criteria or it may bethe second or third depending on how many criteria already exist.

The visualization layer will size and position the newly created circle to best describe its relationshipswith the other parts of the Venn diagram and this positioning will change as criteria are added orremoved.

The user selects the parts of the overall Venn diagram that represent the desired target population.This is done by clicking the individual parts of the Venn diagram. In a fully populated diagram, thereare eight areas that may be selected. The user can select one or more of these areas.

The following graphic illustrates the eight possible areas in a Venn diagram:

There is a base population (P) that represents the total customer population. Each circle represents acriterion and has a number of cells, some shared with other circles. All, any, or none of theseindividual cells can be selected (or de-selected) by clicking on the specific Venn cell. Additionally, thepopulation that falls outside of the area defined by the set of criteria can also be selected (or de-selected).


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During each interaction, the solution will give the user the current state of the selected intersections.This is displayed in the “Selected Intersections” grid, which is located to the right of the Venn diagram.

This grid also includes the identified row count for the each selected intersection. The total countcontained in all selected intersections will be shown at the bottom. This total is the population (orestimated population, depending on the estimation type used) when the segment is populated.

The options involved in selecting the appropriate parts of a population are further explained with theuse of an example scenario. In this example, a user wants to select all males in the most profitableage group who are not detractors (as determined by their net promoter score).

The following represents a potential set of criteria to determine the desired starting population.


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Specifying the criteria above might result in a Venn diagram representation that resembles thefollowing:

Criteria are created and visual feedback illustrates how these individual populations relate to eachother. To enable the Segment to target males in the most profitable age group who are notdetractors, the user simply selects that portion of the Venn diagram.

The Venn diagram responds by painting the selected area in a more saturated color and the selectedintersections table is updated with the selection choice, as illustrated below:


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The criteria that are applied for the selected area are shown with check marks in the selectedintersections table. The number of customers that belong in the selected intersection is alsodisplayed.

The user can select other areas that may also be of interest. As a region is selected, an entry (denotingthe selected criteria) is added to the selected intersections table. This is shown below:

The previous diagram shows that there are two other selected intersections, each contributing a setof customers to the overall total selected population that has now grown to 154 from the original 12.

There may be situations where selecting one of the intersections may be difficult to do due to its size.In our example scenario, we would experience this situation if we wanted to select the intersection ofour age, gender, and net promoter criteria. To overcome such situation, the “Select from List…” link isprovided along with the selected intersections grid. Clicking this link displays a dialog box with checkboxes for all areas of possible intersection, thereby making it easier to select any part of the Venndiagram.


Chapter 6: Segments

Our desired intersection can be selected from this list, as displayed below:

The checkered pattern at the end of the list represents everyone outside the union of the nominatedcriteria, as illustrated below:

This area is also selectable and can contribute its part to the overall population, as demonstratedabove.

At any point, the user can hover over areas of the Venn diagram, the criteria in the criteria panel, orthe selected intersections to get further information on the area. Additionally, hovering over an areain the Venn diagram or a row in the selected intersection table will have the effect that both relatedareas will be (temporarily) colored differently to highlight their relationship.

As mentioned in the prior section, criteria can be hosted in multiple sets. The customer source for thefirst set is the set of all customers. The customer source for any subsequent set is the union of allselected customers in the set immediately prior to it.


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As an example, let’s consider our earlier Segment which contained all males in the most profitableage group who were not detractors. The selection for this customer base gave us 12 customers. Let’sfurther impose the criteria that we are only interested in those customers who reside in the UnitedStates.

Adding this criterion will automatically trigger the creation of a new set since we already had threecriteria on the first set. Furthermore, the result counts returned for this set will be a subset of the 12customers that were selected by the first set.

A new Venn diagram will be rendered for this set with a single circle representing the criterion shownabove. As other criteria are added to this set, their appropriate circles will be rendered in the Venn.

Inspecting the customer source for this set (displayed to the right of the Venn diagram) reveals thatthe source is Set #1 and the number of customers in the source is 12.


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Relationships between sets can be viewed by clicking the “View Set Relationships” icon ( ). Clickingthis icon displays a visual representation of the customers determined by each set, along with theirindividual counts and the total customer count.

Hovering over a particular set displays the set name and the percentage of the total customerpopulation that is contained in the set. Clicking on the set name in the legend separates the set fromthe other sets. Clicking on the cylindrical portion representing the set takes the user to the selectedset.

After the user has interacted with the visualization and selected the areas of the population thatinterest them the most, they can move into the next phase of Segment creation. This involvessaving the Segment definition and executing the Segment to populate it with the customers whomeet the specified criteria.

Disabling Visualization Estimates

The Segment rule provides significant power and utility to the user by displaying real-timevisualizations of the user’s criteria along with estimates for the number of customers in eachselection. When the data source of customers is massive, it is possible for a visualization to take


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longer than desired. Each criteria insertion or modification requires a re-fetch of the customer countsin order to scale the Venn diagrams appropriately. In addition, counts are potentially needed for eachof the eight possible areas of a fully drawn Venn diagram. Thus, there is a possibility of performancedegradation for large customer data sets.

In order to alleviate this problem, the user has the option of disabling visualization estimates whilebuilding the Segment’s criteria. The current status of visualization estimates is displayed by the“Active Visualization Estimates” checkbox. By default, visualization estimates are disabled.

To turn on visualization estimates, simply enable the checkbox.

When visualization estimates are disabled, the following visual differences can be observed:

l Each circle in the Venn diagram is of the same size.

l All places where customer count estimates would be displayed will show the text “Pending”. Thisincludes the following:

Criterion field

Venn diagram tooltips

Selected Intersections grid

Customer source counts for sets

l The “Load Visualization Estimates” button is available to the right of the Run button.

Apart from these differences, Segment visualization and its various controls will continue to functionjust as before. Users can continue to visualize criteria and select the appropriate areas of interest inthe Venn diagram.


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The visualization representing our prior example - of all males in the most profitable age group whoare not detractors - now resembles the following:

Once the user has configured the criteria and desired selections in the Segment, they can choose toload the estimates for the visualization. This can be done via the “Load Visualization Estimates”button.

Upon clicking this button, the Segment rule is saved and the user is presented with a dialog toconfirm the load request. Select “Cancel” if more updates need to be made to the Segment.


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After clicking “Confirm”, the Segment can no longer be modified until the system has loaded thevisualization estimates for all areas of interest. A panel, indicating that the estimates are beingloaded, is displayed to the user.

Once the System has completed loading the estimates, the estimates are displayed in all appropriateareas replacing the prior “Pending” text. In addition, the Venn diagram rescales the criteria circles andintersections to accurately reflect their relative sizes.

This is illustrated using our prior example:

The above Venn is an identical version of our original Venn when visualization estimates were active(enabled).


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Creating Non-Visual Segments

The user can switch to the visualization disabled mode by toggling the Venn diagram visualizationbutton (which is located to the left of the Run button). Doing so, switches the Design tab of theSegment rule to an approach that uses the Report Definition style of constructing criteria.

In this approach the user provides a series of criteria in by identifying the appropriate column, therelationship type, and the value for which to search. Criteria are added by clicking the “Add filter”icon/link and adding additional rows. These criteria are then combined in the “Filter conditions” fieldto allow the user to describe the logic for applying the various criteria.

The “Column Source” field is supported by a smart prompt which will helps the user to select theproperty they are interested in querying. The Relationship field lists appropriate operations.


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Use the Options icon to add filter options, such as “Ignore case” and “Use NULL if empty”.

Additionally, the user can include references to existing marketing Segments and also describe thedesired relationship (in or not in) with the existing Segment. This is done within the Segments sub-section in the Design tab.

To combine Segments in the right order, use the “Filter Segments” field within the Segments sub-section.

Once the various fields are configured, the Segment can be saved and executed. This is explained inthe following section.

Saving and Running a Segment

This part of the process is common for all Segments and independent of the mode in which theywere composed. Once the Segment has been suitably designed, save the Segment rule. Once theSegment rule is saved (and checked-in, where applicable) the Run button is enabled. Click this buttonto trigger execution of the Segment.


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This will display the Run Segment Now? dialog, which presents an overview of the Segment, itscurrent population, and the last time it was executed.

The warning at the bottom makes the user aware that modifying a Segment will affect any existingCampaigns or schedules that reference this Segment.

Upon clicking Confirm, the system will assemble the appropriate background assets (to supportSegment execution) and then populate the Segment. While the system executes the Segment, a statusbar is displayed with a Stop button in case the user wishes to stop the execution.

Once Segment population is complete, the Segment header will be updated with the latest count ofcustomers in the Segment.

The Segment is now created and populated and will appear in the segment criteria picker for use byother Segments. The Segment is available for use by Campaigns as the starting population. It can alsobe referenced on the strategy canvas to support marketers who want to use Segments in theirstrategy design.


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Configuring and Scheduling a Segment

The “Options and Schedule” tab of the Segment rule enables the user to configure various options onthe Segment and to configure a schedule for the Segment’s execution.

Upon initial creation of the Segment, the Options and Schedule tab is as shown below:

The user can utilize the Segment Image field to reference an image (uploaded in PRPC) whichrepresents this Segment. This image is displayed in the Audience card and Segment selector inCampaigns. Refer to the Campaigns chapter for details.

From the Data Options panel, a Virtual Segment is one which accesses its customers in real time. Thedrawback is that it is more expensive to use as the criteria are evaluated every time they are


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referenced. A virtual Segment is useful if the Segment and the targeted customers need to always beup-to-date (live).

The next two options control how a segment is refreshed and what level of control each segment canexert.

A Refreshable Segment is one that can be refreshed if it used by another Segment. If a Segment refersto another Segment as part of its criteria, there is a dependency between the two. If a segment ismarked as refreshable, then its contents will be refreshed when it is executed as part of adependency chain. If the Refreshable Segment checkbox is not set, then its contents will remainuntouched and used as is in the criteria evaluation of the parent.

In this way, users have control over how Segments get refreshed. Normally, Segments should bemarked as refreshable as this would ensure that any parent Segment is set up in the most accurateway. However, a specific Segment execution may be too expensive (in terms of time and processingresources) to perform every time a parent Segment is executed. In this case de-selecting therefreshable flag will prevent the child Segment from being refreshed when the parent is executed.

Top level Segments in a dependency chain are always refreshed because it is the Segment that isbeing re-populated. This flag only comes into play for Segments which are in a lower part of thedependency chain. The effect of having a non-refreshable Segment within the chain will be to preventany further inspection of child Segments beneath the non-refreshable Segment.

If the Refresh Child Segment option is selected, any Segments referenced by this Segment will berefreshed when it is refreshed (as long as their refreshable setting is enabled). This allows the user tocontrol the cascading effect of Segments. It may be undesirable to cascade the refresh operation oncertain Segments and this option provides that level of control.

Note: Refer to the Control Groups chapter for information on the “Select a portion…” and “Marksegment results as control group” options.

Scheduled Segment Execution

Segment execution provides support for handling the execution of various tasks in the background.The Enable Schedule checkbox enables a Segment to be executed once or as part of a recurringschedule.


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The scheduling panel provides a set of options for configuring the background execution ofsegments.

The “Delivery Options” panel enables the user to send email notifications when a scheduled Segmentexecution occurs and/or when the Segment is refreshed from a Campaign. The user can furthercustomize the email using the provided fields. The intended recipient of the email must be anoperator in the system.


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Note: The scheduling of background Segment execution and the removal of any prior schedule onlytakes place once the Segment rule has been checked in (where applicable).

Segment History

The History tab of a criteria Segment rule provides:

l Details of previous Segment execution runs

l Segment description

l Usage areas

l History trail for the Segment

The user can click the “Refresh Activity History” button to reload the latest Segment statistics.

The following details are provided for each Segment execution entry:

l Last Run – Date and time of the Segment population

l Reason – Reason for the Segment population – e.g. requested by user, triggered by schedule, etc.

l Execution Time – Execution time (in ms) for the Segment population

l Row Count – Number of customers in the Segment

Intelligent SegmentationCreating and managing Segments is a central theme within a marketing solution. The concept ofidentifying a group of customers, to form a Segment, and then using this Segment within themarketing mechanisms hides a degree of complexity which is often overlooked: How do you identifythose customers?


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It is not enough to present the user with the ability to select various criteria and ‘play’ with these untilsomething starts to take shape. While this is a key aspect of the overall approach, the selection ofcriteria can become nothing more than guess work.

This is where the support for intelligent segmentation comes into play. Recommended criteria havebeen assembled from statistical analysis of various input sources and are ranked according to theirpower to act as predictors against certain outcomes. This section describes how these criteria arecreated.

At a high level, the solution provides support for a concept called Analysis Projects. This creates a setof predictors based on samples of the main customer data. A Sample rule is used to define a sampleof the overall population. An Analysis Project takes a Sample and performs a range of statisticalanalysis activities to determine which data fields have predictive power or influence when measuredagainst a nominated goal, such as the purchase of a product or service.

Configuring Samples

Samples are created and managed via the Sample populations tab of the Segmentation Supportlanding page. This landing page is accessible in the Pega Marketing portal via: Configuration >Segmentation > Segmentation Support

From this landing page, users can create new and open existing Samples.

Use the Create link in the landing page to create a new Sample. Provide the following information inthe Create form:

l Unique name for the Sample

l Issue, Group classification

Click Create and open to open the Sample rule form which allows the user to configure the specificdetails of the Sample.


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A new Sample resembles the following:

The following table describes the fields that are available in the “About This Sample Population”panel:

Field DescriptionSample Source Denotes where the sample is going to be taken from, i.e. the main backing source for the

Sample’s data.

Anticipated SampleSize

Describes the desired size in terms of an absolute number (Fixed) or a percentage (e.g.10%, as shown in our example).

Sample Strategy Describes various sampling strategies. The options available are Random, Ascending, andDescending. If either of the last two is chosen, the user needs to identify the field in thedata set on which to order. This is specified in the “Ordered On” field, which is displayedwhen either Ascending or Descending is selected.


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The entries in the Sample Fields section (displayed below) represent the list of fields within theSample and their corresponding column names, to which they map, in the backing table. The usercan use this list to remove (deselect) fields that they know will not be useful in downstream analysis.

In the example above, the Customer ID, full name, email address, mobile number, and partition keyhave been deselected. These will not be valuable for further analysis. As a general rule, fields that aresystem related (e.g. partition key) or genuinely unique for individual customers (such as theircustomer id or their full name) are typically fields that have no value from an analysis perspective.

After configuring the sampling settings and selecting the desired fields, save the Sample rule. Thisaction creates the supporting rules for the Sample.


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Once the rule has been saved (and checked in, where applicable), click the Run button at the top ofthe rule form to populate the Sample.

Clicking this button launches the Run Sample dialog, as shown below:

Upon clicking Confirm, the Sample is populated and the Sample size field is updated to reflect thenumber of rows in the Sample.

In addition, an entry is added to the Sample Statistics panel (on the History tab) containing details ofthe Sample population.

The contents of the sample can be previewed via the Preview button. Clicking this button launches areport definition that presents the contents of the Sample along with their associated customer data.


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Like Segments, Samples can also be configured to execute in offline mode so as to defer anyprocessing expenses (time and/or cost) to a more suitable time. This option can also be used toperform the population operation on a recurring schedule in order to prevent the Sample data frombecoming stale. These configuration options are listed in the Schedule tab and are identical to thosefor scheduled Segment execution.

The Sample is now configured and ready for use.

Configuring Analysis Projects

Analysis Projects analyze Sample data in order to assemble a set of predictors that have influence onthe nominated outcome or to conduct distribution analysis against the data set.

Analysts Projects are created and managed via the Analysis projects tab of the SegmentationSupport landing page. This landing page is accessible in the Pega Marketing portal via:Configuration > Segmentation > Segmentation Support

From this landing page, users can create new and open existing Analysis Projects.

Use the Create link in the landing page to create a new Analysis Project. Provide the followinginformation in the Create form:

l Analysis Project name

l Sample – Select an existing Sample from the drop-down list. A Sample is required for creating anAnalysis Project.

Click Create and open to open the Analysis Project rule form.


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A new Analysis Project resembles the following:

The following table describes the tabs that are available in the Analysis Project rule form:

Tab DescriptionStatic Analysis Provides configuration for Static Analysis runs.

Modeled Analysis Provides configuration for Modeled Analysis runs.

Schedule Provides configuration for scheduled Analysis Project execution in offline mode.

Results Provides support for reviewing the results of the analysis runs.

History Hosts analysis execution statistics and standard rule history fields (usage and description).

The following two types of analysis are currently supported:

l Static Analysis provides support for Data Distribution analysis. This provides a convenient way tounderstand what the groups of data look like for a specific property and how many occurrencesexist within each group.


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l Modeled Analysis provides a statistical assessment of the significance of the individual propertiesand their influence or power in predicting the targeted outcome.

Both analysis types help provide more color and useful configuration detail when assemblingSegment criteria, thereby helping to reduce the guess work (or intuition) previously identified as themain issue with more traditional approaches to segment construction.

Static Analysis

To configure the Analysis Project for static analysis, review the available properties (which have beenretrieved from the supporting sample) and describe which grouping type is required for eachproperty. Use the Refresh button to refresh the list of Sample fields if they have changed since thisAnalysis Project was created.

Any property marked with the Distinct Count grouping type will be processed during the executionphase and a distinct count of the grouping will be performed. Any property with No Grouping setwill be ignored. In this example, Age has been marked as being ignored for static analysis. However,it may still be used as part of the modeled analysis. It is likely to be a continuous value with a largenumber of groups and, therefore, will not be that useful from a grouping and distribution analysisperspective. On the other hand, CustomerType has been marked for Distinct Count analysis. Thisproperty has a limited set of values (in our example scenario) and knowing how many customers arein each group would be very valuable.

Static Analysis Execution

To manually execute the static analysis, go to the Results tab and click the Run button in the StaticResults panel. The Analysis Project needs to be saved (and checked-out, where applicable) for theRun button to be enabled.


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Clicking the Run button instructs the system to perform static analysis against all nominatedcolumns. This is illustrated below:

Each row in the Static Results grid correlates to one of the properties configured in the Static Analysistab. For each property, we can see the number of groups that have been identified and the numberof values present.

In the above example, the Gender property has 3 distinct groups (including “Missing”) and a total of5012 values, as shown below.

We can see the distribution of data across the two main groups, M and F. We can also see that thereare five rows with missing or null data. The Description field offers users the ability to add morefriendly text to describe the values represented by the category. This is very useful when the groupeddata is based on non user-friendly properties, such as product codes or other cryptic classifications.

These analysis results, along with their modeled variants, are stored within the rule and, as such, areonly made permanent when the rule is saved.

Modeled Analysis

Distribution analysis is useful as a first pass to describe how the data in our data source is organizedand may give some insight as to where to focus any criteria construction in Segments. The modeled


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analysis approach improves on this significantly through the use of statistical analysis. This helpsidentify properties that have a high influence on the targeted outcome, completely removing theneed for guess work or intuition when assembling criteria in a Segment.

A key aspect of this analysis approach is the use of a closed loop feedback mechanism. Sample datais used to train or drive the creation of modeled analysis predictors. The sample data brings with itdetails of previous interactions and responses to offers made. While we are creating modeledanalysis predictors that have predictive power over various outcomes, they are based on positive andnegative responses to previous offers.

Configuration for this form of analysis is provided in the Modeled Analysis tab. This includes thefollowing configurations:

l Select Offer

l Select Interaction Details

l Select Predictors

l Define Behaviors

Each of these configurations is explained below.

Select Offer

This panel enables the user to train the analysis on specific instances of responses to previouslydelivered offers.

The user uses the drop-downs (displayed above) to select the Issue, Group, or Offer on which theywant to focus. Leaving any of these values blank will bring through all entries for the parentcategory. In the example above, selecting the Sales Issue and the Handsets Group will force theanalysis to consider responses to all offers that belong under Sales/Handsets.

Analysis Projects can be created with predictors based on actual responses to previously offeredproducts. Alternately, they can also be trained against similar (or group level) offers which can act asproxies for a new product offering. For example, consider the case where a user wants to createsome predictors that will help identify successful sales opportunities for a product not yet released.


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There is no history (or previous transactions) that can be used to inform this choice. However, theremight be similar products or product groups which could be used to help start the analysis process.By setting up the analysis to use these proxies, the user can start to assemble likely predictors thatwill help illustrate the type of customers who are likely to buy the new product.

Select Interaction Details

In a similar way, the interaction details may also be a useful set of dimensions on which to train theanalysis. In this section, the user can direct the analysis to focus on the interaction dimensions ofDirection, Treatment, and Channel.

The user can also restrict the analysis assessment to apply only to responses to those offers thatwere offered after a specified date and time. Smart prompts are provided for each of the input fieldsto assist the user in selecting the right values.

Select Predictors

This section hosts the set of predictors available for analysis. The user is able to remove (or even add)properties from the base Sample. There may be cases where it’s obvious that a certain type of datamay have no predictive value. It might be in the default list that is generated when the AnalysisProject is first created. It may even be used by the static analysis (for distribution), but might have nopredictive value in modeled analysis. In such cases, the predictor can simply be removed from thissection.

The predictor type is initialized to the default value for the property type of the predictor. If required,this can be changed to a different value using the provided drop-down.


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A sample set of predictors is illustrated below:

Define Behaviors

This section allows the user to select positive and negative outcomes for the modeled analysis basedon the set of responses received so far. The “Available Behaviors” section lists all distinct (non-neutral)responses received so far, within the constraints described by the selected offer and selectedinteraction dimensions.

The user should review each available behavior and mark it as a positive, negative, or ignoredbehavior for the analysis. The list of available behaviors can be reloaded via the “Refresh” button. Thisis particularly useful if changes have been made to the nominated offer and/or interactiondimensions.

By default, each response is marked as Ignore and will not be considered in the modeled analysisexecution. Changing a response to be treated as Positive or Negative moves the response type intothe appropriate response category (“Positive Behavior” or “Negative Behavior”).


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A sample configuration of behaviors is illustrated below:

Modeled Analysis Execution

Once the “Modeled Analysis” tab has been suitably configured, modeled analysis can be performedand previewed. To manually execute the modeled analysis, go to the Results tab and click the Runbutton in theModeled Results panel. The Analysis Project needs to be saved (and checked-out,where applicable) for the Run button to be enabled. Clicking this button instructs the system toperform modeled analysis against all nominated configurations. The system will pump the Sampledata through the Adaptive Decision Management engine and retrieve any predictors identified.


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An example illustration of executing modeled analysis is displayed below:

The data displayed above is in a preview form. The user can select to cancel the results of thisanalysis or accept them. If the results are accepted, they replace any existing modeled analysis resultswhich may be present on the rule.

Each predictor is shown with its performance rating, the groupings constructed by the analysisengine, the number of positive and negative responses, and the predictor type. As with the results ofthe static analysis, the details for each predictor can be exposed by clicking the arrow-head in the lefthand column.

In the example above, Age is seen as having a high performance rating among the availablepredictors. Expanding the Age predictor shows the following:

Each row represents a grouping of age ranges. Each range is displayed with its propensity, number ofresponses (count), and its percentage of total responses. As a reminder, propensity represents theratio of positive responses to total responses.


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Age is an example of a histogram (numeric) predictor. A categorical (symbolic) predictor such aspyCountry looks like this:

In this example, the various symbols are shown instead of the ranges. The tooltip for a truncatedsymbol will show the other symbol values.

For both static and modeled analysis, the last run date is presented alongside the Run button.Separate execution of static and modeled analysis is only present in manual (online) mode. When anAnalysis Project is scheduled to execute (offline mode), both types of analysis will be executed at thesame time.

Scheduled Analysis Project Execution

The options available for scheduling offline execution of Analysis Projects are identical to those forscheduled Segment execution. This is illustrated below.


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The schedule is generated when the Analysis Project is checked in. Any prior schedule is deleted.Results of the analysis execution can be seen on theHistory tab.

Using Analysis Projects in Segments

As mentioned earlier, the user can nominate an Analysis Project when a Segment is created.Associating a Segment with an Analysis Project will give the Segment the option to pull in static andmodeled analysis predictors when assembling the Segment criteria.

To associate an Analysis Project at Segment creation, ensure that the “Segment Subject” is Customerand select the desired Analysis Project, as shown below.

This can also be done on the Segment rule form, in the About This Segment section (shown below),by selecting a different Analysis Project.

Changing the analysis project for a segment can also be achieved on this form, but doing so will cleardown any existing criteria that may be present on the rule form. The user is warned that this willhappen and given the option to cancel the change. The last run date for the Analysis Project is alsodisplayed.

Additionally, having an Analysis Project available enables Segment visualization to use differentestimation strategies when calculating the population sizes.


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The following table describes each of the options for Visualization Estimates.

Type DescriptionReal The counts for the populations within the Venn diagram are calculated by querying the base customer data

set.

n Benefit: Counts are accurate.

n Drawback: May be a slow or expensive process if there are many rows within the data set.

Sampled The counts for the populations are queried against the population within the Sample. For example, if thesample described 10% of the population, the counts presented in the Venn diagram will be 10% of the truevalue.

n Benefit: Less expensive to perform counts against the smaller data size.

n Drawback: Counts are only an estimate based on the sample size. The smaller the sample is, thelarger the estimation error will be.

Extrapolated This approach uses the sampling approach but extrapolates the results based on the ratio between thesample size and the main data source it is working with.

Changing the visualization estimation method will cause the Venn diagram to be refreshed and a newset of counts produced (if visualization of estimates is currently active).

List SegmentsList Segments enable marketers to quickly convert a list of customers into a Segment that can beused by the marketing application. In addition, marketers can also manually alter the list ofcustomers included in the Segment.

Creating a List Segment

To create a list Segment, set the Type field to List on the Create Segment form.

Note: Only Segments that target customers can be list-based. Prospect segments are always criteria-based.

A new list Segment resembles the following:


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Marketers can use either of the following mechanisms to add customers to their list Segment:

l Import customers from a list

l Select and add customers manually

Marketers can also remove customers from their list Segment.

Once the marketer is satisfied with their customer selection, they can populate the Segment.

The marketer can also review history information about their list Segment.

Importing Customers from a List

The Import link allows marketers to import customers from a list into their Segment. Upon clickingthe link, the Import Spreadsheetmodal window displays. Marketers can either drag and drop thecustomer spreadsheet into the modal or use the Browse button to locate it on their file system.


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Note: The SegmentListTemplate xlsx Binary File rule represents the backing template for thecustomer spreadsheet. Administrators should provide this spreadsheet to marketing users to use asa template for their customer lists. The placeholder row (row 2) should be replaced by data rows inan actual customer list.

After selecting the customer spreadsheet, marketers can use the Description field to provide adescription for the file.

Upon clicking Submit, the system imports the selected spreadsheet. A busy indicator is shown whilethe file is being imported. Upon completion, the system displays a confirmation message along withthe number of customer rows in the spreadsheet matched to a customer in the database and thenumber of rows skipped.


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Any new matched entry from the spreadsheet is added to the list of customers for the Segment and isdisplayed in the customer grid. This grid represents the unique list of customers that will comprisethis Segment.

The marketer can repeat the above process to import multiple lists into the Segment. Each newmatched customer will get added to the customer list for the Segment.

Selecting and Adding Customers Manually

The Add link in list Segments allows marketers to search for and add customers manually into theirSegment. Upon clicking this link, the Add Customersmodal window displays.

Use the search box to find customers to add to the Segment. The search text can occur in either thename or the ID of the customer. Click the search icon to load the list of matching results. Then, selectthe desired customers and click the Add button.

The system displays a confirmation message with the number of unique customers that have beenselected for addition to the Segment.


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Repeat the above process to find and add customers. Finally, click Done to confirm your additions orclick Cancel to discard your additions.

Removing Customers from the Segment

To remove a customer from a list Segment, simply use the delete icon in the customer's row in thecustomer grid. The columns in the grid allow for sorting and filtering to assist the marketer in findingthe desired customer.

Populating the Segment

After making the desired changes to the Segment's customer list, the marketer needs to check in theSegment to (re-)populate the Segment with the current customer list. Upon check-in of the Segment,the system automatically initiates Segment population and displays a message while the populationis in progress.

Once the population process is complete, the above message no longer appears. The In thissegment header field displays the number of customers in the populated Segment.

Reviewing Segment History Information

TheUpload history section in a list Segment's History tab provides a historical view of theSegment and its population.


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Each row in the grid corresponds to an uploaded customer file. The following table describes thecolumns in this grid:

Column DescriptionDate Date and time when the customer file was uploaded

Operator Name of the user who uploaded the file

Customer matched Number of rows in the file that matched with customers in the database

Customer skipped Number of rows in the file that didn't match with customers in the database

In this segment Total number of customers in this Segment upon population

Note: In the example above, the earlier entry displays 9 as the value in this fieldbecause 7 customers were matched from the imported file and 2 customerswere addedmanually.

File Name of the customer file. Hover over the information icon to view the file'sdescription.


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Chapter 7: Control GroupsIn an experiment, a Control Group is a group, separated from the rest of the experiment, which isisolated from the variable being tested. In marketing, Control Groups can be used to assess theperformance of marketing initiatives.

Pega Marketing provides support for defining and populating Control Groups. In addition, theStrategy rule also provides support for assessing whether a customer is in a Control Group. Thisallows the user to treat Control Group members differently. For example, Control Groups membersmight not receive a particular Offer.

Note: Pega Marketing uses Interaction History (IH) to maintain Control Group memberships. Thisallows Control Groups to be used in both batch and real-time strategies.

Creating a Control GroupIn the marketing application, Control Groups are specially configured Segment rules.

To create a new Control Group, perform the following steps:

1. Create a new Segment rule. Alternately, an existing Segment rule can also be converted to aControl Group.

2. Configure the "Design" tab of the Segment rule as desired. Specify the criteria fields to use andselect the intersections that represent the Control Group.

3. On the "Options and Schedule" tab, enable the Control Group checkbox and, optionally, specify avalidity period for the Control Group.

4. Optionally, select whether the Control Group should be a random sampling of the selectedSegment criteria results. To do so, enable the "Select a portion..." checkbox on the "Options andSchedule" tab. If selected, specify the maximum sample size or the percentage of the criteriaresults to be use for the Control Group. If this option is not selected, the entire set returned by theSegment criteria will be used as the Control Group.


Chapter 7: Control Groups

Note: The Sample option can also be used independently on a Segment (without the ControlGroup option) to create a Segment with a random sampling of the selected criteria's results.

5. Save the Segment.

Note: Control Group segments cannot be configured as virtual segments.

Populating a Control GroupLike normal Segments, Control Groups can be populated in the following ways:

1. Manually, via the “Run” button on the Segment rule form

2. Automatically, based on a schedule specified on the "Options and Schedule" tab

Once the Control Group has been populated, the number of customers in the Control Group isshown in the Segment toolbar. The "Show Customers" button can be used to view the customers inthe Control Group.

Determining Control Group MembershipThe Strategy rule can be used to determine whether a particular customer is in a specified ControlGroup. A sample Strategy demonstrating this use is shown below.



At a high level, this Strategy pushes out a selected Offer to customers that are not in a selectedControl Group. The salient shapes in this Strategy are explained below.

1. Interaction History shape

The Interaction History shape is used to fetch the Control Group membership records for thecustomer. To do so, the following conditions are specified on the shape:

l MktType - This must be set to "ControlGroup"

l MktValue - This should be set to the name of the Control Group

In addition, the “last days” value is cleared in order to include all IH records.

To minimize the number of fields being retrieved, the "Manually select properties…” checkbox isenabled.

The following image shows the properties that should be selected:



2. Group By shape

The IH shape fetches all records that meet the specified criteria ordered in reverse chronologicalorder (latest entry first). The latest IH entry (if one exists) depicts the current membership status in thespecified Control Group. To get at this entry, the Group By shape can be used to select the first entry.No additional grouping/aggregation criteria need to be specified.

3. Filter shape

The Filter shape specifies the criteria to output the input Offer. The filter expression must inspect thestatus of the last membership record. This value is stored in the "pyOutcome" field of the record.There are three possible values for this field:

l Member - Customer is currently IN the specified Control Group

l NonMember - Customer is currently NOT IN the specified Control Group, but has previously beena member of this group.

l (Missing) - Customer is currently not and has never been in the specified Control Group.

The filter expression must also account for Control Group validity dates, if they have been specified.

The following represents a sample filter expression that takes the above factors into account:

!( @if(@equals(LatestCGStatus.ControlGroupValidityStart,""), true, @(Pega-RULES:DateTime).CompareDates(@(Pega-RULES:DateTime).CurrentDateTime(),



LatestCGStatus.ControlGroupValidityStart))&& @if(@equals(LatestCGStatus.ControlGroupValidityEnd,""), true, @(Pega-RULES:DateTime).CompareDates(LatestCGStatus.ControlGroupValidityEnd, @(Pega-RULES:DateTime).CurrentDateTime())))



Chapter 8: StrategiesA Marketing Strategy enables the user to match the Offers that are available for a Campaign to thecustomers in the target population. Users can design Strategies to ensure that each customer istargeted with the Offer that is most suitable for them. The Strategy rule enables the user to applyvarious business goals and prioritization criteria to make this determination.

The Strategies landing page lists available Strategy rules in the system. This landing page is accessiblein the Pega Marketing portal via: Intelligence > Strategies

The Issue / Group andName filters allow marketers to refine the list of Strategies displayed onthis landing page. Double-clicking a Strategy row in the grid opens the corresponding Strategy ruleform.

Marketers can initiate Strategy creation from the following places:

l Create button on the Strategies landing page


Chapter 8: Strategies

l Create link in the Configure Marketing Strategymodal window in Multi-Channel Campaigns

Pega Marketing provides support for the following Strategy creation modes:

l Guided - Select the Guide me through it item from the create menu.

l Manual - Select the Start with new canvas item from the create menu. For information onmanually creating a Strategy rule and configuring its various tabs, refer to Pega 7 Platformdocumentation.

Pega Marketing includes marketing-centric Strategy shapes that aid marketers in further harnessingthe powers of Strategies. These shapes are described in theMarketing-centric Strategy Actionssection.

Guided Strategy CreationPega Marketing provides a mechanism that guides marketers in designing their marketing Strategies.The following sequence lists the steps involved in this process:

1. Specify basic Strategy details

2. Configure targeting options

3. Arbitrate over targeting approaches

4. Configure overall prioritization

5. Save and review generated Strategy

Specifying Basic Details

This is the first step in guided Strategy creation. Specify a name for the Strategy and select thebusiness issue over which the Strategy applies. Optionally, specify a description for the Strategy.



Upon selecting an issue, the groups within the issue are displayed. Select the groups to utilize withinthe generated Strategy.

Configuring Targeting Options

After selecting the groups to utilize in the strategy, the next step is to determine how to target theaudience with this Strategy. This is done by adding and configuring targeting approaches. To add anew targeting approach, perform the following steps:

1. Click the Add targeting button in the Targeting approach section.

2. Select the targeting type from the Configure Targetingmodal window. Choose between thefollowing options:a. Audience driven - Choose this option to use audience configurations (i.e. Segments) to

determine how to target the audience.

b. Analytics driven - Choose this option to use (predictive and adaptive) analytical models todetermine how to target the audience.

3. After selecting the targeting type, click Add to submit the selection and close the modal.

4. Configure the selected targeting approach. See Configuring Audience-driven Targeting and



Configuring Analytics-driven Targeting for details.

5. Repeat steps 1-4 to add and configure more targeting approaches.

Configuring Audience-driven Targeting

A new audience-driven targeting approach starts out as shown below:

The first step of configuring this targeting approach is to select one or more Segments to representthe starting audience targets. Click the + icon to launch the Configure Audiencesmodal window.

This modal behaves similar to other configuration modal windows with one exception. It allowsfor the selection of multiple elements - in this case, Segments. To select a Segment, click the Addbutton in the Segment row. Upon adding a Segment, it is displayed in the list of added Segments onthe right side. Use the delete icon to remove an added Segment.



After adding the desired Segments, click Apply. The targeting panel now displays the audiencesadded for this approach.

The two rows each represent a branch of logic execution in the generated Strategy.

The following actions are available for each Segment row:

l Configure offer

l Split by segment

l Remove segment

Repeat the above process to fully configure each row in the audience-driven targeting approach.

Configure offer

Use the Configure offer link to launch the Configure Offersmodal window. Use this modal to selectthe Offers that should be included for customers that are members of the corresponding Segment.Use the Add button to add Offers and the delete icon to remove them.

Note: The Configure Offersmodal only shows those Offers that are in the Strategy's selectedgroups.

After configuring the desired Offers, click Apply to associate them to the corresponding Segmentrow.



Split by segment

Select the Split by segment item from the Actionsmenu to split the execution logic for the selectedrow. Upon selecting this item, the Configure Audiencesmodal window launches. Use this window toadd and select the Segment(s) to use in the split.

In the example above, the marketer has split the high value customers path into two paths. Now, themarketer can target customers who are members of each path differently. They can select one Offer(or set of Offers) for those customers who belong to High Value Customers and Frequent Flyers, anda different set of Offers for customers that belong to High Value Customers and New Renters.

Remove segment

Select the Remove segment item from the Actionsmenu to remove the current Segment row andits associated configurations - i.e. Offers and split Segments.

Configuring Analytics-driven Targeting

A new analytics-driven targeting approach starts out as shown below:

The first step of configuring this targeting approach is to select the groups to include in this approach.Click the + icon to launch the Add groupsmodal window.



Note: Only those groups that were selected to be included in the Strategy are shown in the Addgroupsmodal window.

Click Apply after selecting the desired groups. The targeting panel now displays each of the selectedgroups along with action links to configure them.

The following actions are available for each group:

l Select applicable offers

l View all offers

l Remove group

l Configure eligibilities

l Configure prioritization

Select Applicable Offers

By default, all Offers in the group are considered. However, marketers can choose the Select Offersmenu item to individually select the Offers to use.



Upon selecting this option, anOffers row is added underneath the group. Use the Configure link inthis row to launch the Configure Offersmodal window and select the desired Offers. After applyingtheir changes, marketers can click the number in the Offers row to view the list of selected Offers.Clicking a selected Offer opens its rule form. Clicking the number again collapses the Offers list.

View All Offers

The View all offers action in the Actionsmenu enables marketers to view the Offers in a particulargroup,

Selecting this action launches a report that displays the group's Offers.

Remove Group

The Remove group action in the Actionsmenu enables marketers to remove the correspondinggroup from the analytics-driven target approach.



Configure Eligibilities

As part of configuring a group in an analytics-driven approach, the marketer can optionally utilizeProposition Filter rules to specify eligibility criteria for the selected Offers. Click the Configure link inthe Eligibilities row of a group to launch the Configure Eligibilitiesmodal window. Use the Addbutton to add Proposition Filter rules and the delete icon to remove added rules. After adding thedesired rules, click Apply.

Upon application, the number in the Eligibilities row displays the number of added rules. Clicking thisnumber lists the configured Proposition Filter rules. Clicking an entry in the list opens its rule form.Clicking the number again collapses the list.

Note: Refer to Pega 7 Platform documentation for more details on Proposition Filter rules.

Configure Prioritization

The final part of configuring a group in an analytics-driven approach is specifying how Offers withinthe group should be prioritized. A prioritization Strategy should determine the relative priority ofOffers in the group and rank them so that the customer is always presented with the right Offer. Clickthe Configure link in the Prioritization row of a group to launch the Configure Prioritizationmodal window. Select the desired Strategy rule from the list of rules and click Apply.



Note: The Configure Prioritizationmodal only lists those Strategies that have the NBACategorycustom field set to PRIORITIZATION. New rules created from this modal automatically have thiscustom field set.

After application, clicking the number (1) in the Prioritization row displays the name of the configuredprioritization Strategy. Click the name to open the rule. Clicking the number again collapses thedisplay.

Arbitrating over Targeting Approaches

When multiple targeting approaches are added to the Strategy, the marketer must also configure howthe system should arbitrate over these approaches. Each targeting approach is assigned a label (A, B,and so on). Marketers can choose one of the following options to arbitrate across targetingapproaches:

l A/B Testing

l Conditional

A/B Testing

This mode of arbitration allows marketers to specify the frequency (using percentages) when eachtargeting approach should be applied. The values specified for the targeting approaches must add upto 100%.



In the example above, approach A will be applied 60% of the time while approach B will be applied40% of the time.

Conditional

This mode of arbitration allows marketers to use conditional expressions to arbitrate betweentargeting approaches. Marketers can re-order the approaches using the drag icons. Marketers canaccess both Offer data and customer data in their expressions. Offer data can be accessed directlyusing the "." notation, while customer data can be accessed by using the "Primary." notation.

In the example above, approach A will be applied for customers over the age of 40 and approach Bwill be applied for all other customers.



Configuring Overall Prioritization

The overall prioritization configuration of the Strategy determines how the system should prioritizeacross all selections. This prioritization determines the order in which Offers will be made to acustomer. Click the Configure link in this section to launch the Configure Prioritizationmodalwindow. Select the desired prioritization strategy from the list of rules and click Apply.

Note: The Configure Prioritizationmodal only lists those Strategies that have the NBACategorycustom field set to PRIORITIZATION. New rules created from this modal automatically have thiscustom field set.

Clicking the number (1) in the Prioritization row displays the name of the configured Prioritizationrule. Click the name to open the rule. Clicking the number again collapses the display.

Saving and Reviewing Generated Strategy

After completing the various portions of the guided Strategy creation process, click Save to generatethe Strategy. If there are any configuration errors, these are reported. Once all errors have beenaddressed, the Strategy can be successfully generated. Upon generation, a confirmation message isdisplayed.

Additionally, the Strategy name field displays a link to open the generated Strategy. A samplegenerated Strategy is shown below:



Note: In the current version of Pega Marketing, the configuration settings specified as part of theguided Strategy creation process are not retained once the creation form is closed.

Marketing-centric Strategy ActionsThis section provides details on the following marketing-centric Strategy actions and operations:

l Using Segments within Strategies

l Using Contact Policies within Strategies

l Using Geofences within Strategies

l Using a Strategy to stop in-flight Offers

Using Segments within Strategies

Strategies built within Pega Marketing can also use Segments to filter results directly in the Strategyitself. This is done by adding a Segment Filter shape to the Strategy canvas (accessible via:Arbitration > Segment Filter).



A Segment Filter shape can reference any Segment rule that has been created in the system. Refer tothe Segments chapter for more information about creating Segment rules.

The Segment Filter shape can be connected to other Decisioning shapes, as appropriate, to applySegment-based filtering at appropriate levels in Strategy execution.

A sample Strategy which uses the Segment Filter shape is shown below:



Using Contact Policies within Strategies

Strategies built within Pega Marketing can also use Contact Policies to restrict the strategy outputbased on channel limitations specified in the Contact Policy rule. This is done by adding a ContactPolicy shape to the Strategy canvas (accessible via: Arbitration > Contact Policy).

The Contact Policy shape enables the user to reference a Contact Policy rule that has been created inthe system. Refer to the Contact Policies chapter for more information about creating a Contact Policyrule.



The Contact Policy shape can also be used to restrict the number of propositions (Offers) output fromthe shape. This is governed by the “Output” field. The two options available are:

l First x – Select this option to restrict the output of the Contact Policy shape. In this option, ifmultiple inputs to the shape satisfy the referenced Contact Policy rule, only the first “x” (where x isa positive integer) of these are output. The default value for “x” is 1.

l All – Select this option to output all input propositions that satisfy the referenced Contact Policyrule.

Note: Since the Contact Policy shape can (potentially) output a portion of the inputs, it isrecommended that propositions are prioritized before being passed to the Contact Policy shape.

Like other shapes on the Strategy canvas, multiple Contact Policy shapes can be chained together.This is particularly useful in enforcing multiple limits on the same channel of communication. Forexample, one Contact Policy rule could set daily limitations of the Email channel while another setsweekly limitations on the Email channel. By chaining two Contact Policy shapes (which reference theabove two rules), the user can ensure that both daily and weekly channel limitations are beingsatisfied. If either of these limitations is violated, the Offer will not be output. This usage is illustratedbelow.



Requirements for Contact Policies to be Applicable

In addition to adding a Contact Policy shape to the Strategy, the following conditions must besatisfied for the Contact Policy limitations to be applied:

l Presence of input Offers – Since Contact Policies limit the Offers being output by the Strategy, aContact Policy shape must have some Offers (propositions) as input to the shape.

l Outbound communication – Contact Policies only apply to Offers (propositions) beingcommunicated on an outbound channel. This is validated by inspecting the “pyDirection” propertyon each proposition. For Contact Policies to be applicable, this value must be set to the literalstring “Outbound”.

l Restricted channel – Contact Policies only apply to Offers (propositions) being communicated on achannel that is restricted in the referenced Contact Policy rule. This is validated by inspecting the“pyChannel” property on each proposition. For the Contact Policy to be applicable, this value mustbe set to match (exactly) one of the channels in the referenced rule.

l Available Contact Policy – Contact Policy limitations are only applied if the referenced ContactPolicy rule is marked as being available.

l Applicable Contact Policy –If date validity criteria are specified on the referenced Contact Policyrule, the Contact Policy limitations are only applied if the current date meets these criteria. In caseswhere the applicable start date is in the future or the applicable end date is in the past, thelimitations specified in the policy rule are ignored.

If the conditions specified above are satisfied, the limitations specified in the Contact Policy rule areapplied. Otherwise, these limitations are ignored. The output specifications of the Contact Policyshape are honored regardless of whether the channel limitations were applied.

Note on Using Contact Policies with Offer Bundles

If Offer Bundles are present in the Strategy and Contact Policies need to be applied, only the bundle'sparent Offer should be passed into the Contact Policy shape. If the Contact Policy shape passes outthe bundle parent, member Offers should be added to the strategy output.

An example implementation of this pattern is shown in the following Strategy:



In the above example, the Include Bundle Members Filter shape is used to add the member Offersonly if the Contact Policy shape outputs the parent Offer. This is achieved via the following filtercondition:

@String.equals(GlobalContactPolicy.BundleName,"SampleBundleName")

Using Geofences within Strategies

Strategies built within Pega Marketing can also use Geofence rules to filter propositions. This is doneby adding a Geofence Filter shape to the Strategy canvas (accessible via: Arbitration > GeofenceFilter).

The Geofence Filter shape enables the user to reference one or more Geofence rules that have beencreated in the system. Refer to the Geofences chapter for more information about creating aGeofence rule.



Selecting Geofences

Users can select one or more Geofence rules to use for filtering. At runtime, the system will evaluateeach of the referenced Geofence rules (in order) until a Geofence is satisfied, i.e. the customerlocation is within the Geofence. The “Geofences” properties panel tab provides support for twomodes for selecting Geofence rules:

l Select Geofences one at a time

Use this mode to add Geofence rules one at a time via the “Add Item” link. Use the “Delete” link toremove the selected Geofence.

l Select multiple Geofences

Use this mode to select and add multiple Geofences using a list-to-list interaction.



The left list contains the available Geofences while the right list contains the currently selectedGeofences. Use the icons adjacent to the lists to manage Geofences between (and within) the lists.

Icon PurposeMove all available Geofences to the applied list.

Move the selected Geofence from the available to the applied list.

Move the selected Geofence from the applied to the available list.

Move all applied Geofences back to the available list.

Sort the available or applied list in ascending order.

Sort the available or applied list in descending order.

Move the selected Geofence up in the applied list.

Move the selected Geofence down in the applied list.

Configuring Filter Options

The “Options” properties panel tab provides various options for configuring the desired behavior ofthe Geofence Filter shape.

Handling Missing Customer Location Data

Select the desired behavior of the shape when customer location data is not available. The defaultoption is to prevent the shape from returning source component results as outputs. However, ifdesired, users can choose to pass source component results through to the next shape.



Selecting Customer Location Properties

Users can configure the properties to use to determine the customer location. The “Latitude” and“Longitude” fields are initialized to the default properties but can be overridden by the user.

Note: The default location properties are configured by the application administrator. Refer to theAdministrative Settings appendix for more details.

The following sources can be used for the latitude and longitude properties:

l Customer – Prefix the property with “Primary.”, e.g. Primary.Latitude

l Offer Data – Prefix the property with a period, e.g. .Latitude

l Calculated fields – Prefix the property with the strategy shape name

Additionally, users can opt to use customer location from real-time Event data, if it is available. Thisoption can be employed to use location data from a triggered Event. If location data is not present onthe Event, the customer location fields specified on the shape will be used. Refer to the Eventschapter for details on including location data (latitude and longitude) as part of the Event’s payload.

Using a Strategy to Stop In-Flight Offers

In certain cases, users might want to terminate Offers that are currently in-flight. An example usagemight be if the wrong details were sent out with an Offer or if an Offer is no longer available.Stopping an Offer prevents the system from reacting to responses by customers.

To stop an in-flight Offer:

1. Create a new Strategy to stop the Offer. In this Strategy, select the Offer that needs to be stopped.Specify the value of the Type property (via a Strategy Set) to be “StopOffer” and return this Offer.



2. Create a new Campaign. Target the Campaign to the appropriate set of Customers via a Segmentrule, such as the one that was used to originally send out the Offer. Specify the newly createdStrategy as the Marketing Strategy for the Campaign.

3. Submit the Campaign for a one-time execution.

When this Campaign runs, the system will execute the Strategy to determine the list of in-flight Offersthat need to be stopped. Each of these Offers will be marked as completed, thereby preventing anyfurther actions from being taken on these Offers.



Chapter 9: Contact PoliciesContact Policies provide a mechanism for controlling and restricting how many times a customer iscontacted in accordance with corporate and/or regulatory guidelines. A single policy can contain thecontact limits for multiple channels of communication. Each contact limit is applicable over aspecified time period (e.g. weekly, yearly, etc.). Furthermore, the contact policy, as a whole, can bedisabled, enabled only for a specified date range, or always enabled.

Contact Policies are accessible in the Pega Marketing via:Configuration > Contact Policies

The Contact Policies landing page provides a quick overview of the various Contact Policiesconfigured in the application. The landing page displays the start and end date of each policy alongwith its availability. Details about the limits specified for a particular policy are visible by expandingthe row for the individual policy (via the arrow on the left side), as shown below:


Chapter 9: Contact Policies

Contact Policy ManagementThis section explains the various actions that can be performed on a Contact Policy.

Creating a new Contact Policy

To create a new Contact Policy, click theNew button on the Contact Policies landing page. Enter aunique Contact Policy name in the Label field and click Create and open.

A new Contact Policy rule resembles the following:

The Contact Policy rule has the following tabs:

Tab Name PurposeGeneral Configure the Contact Policy’s availability and per-channel contact limits.

History Specify the Description and Usage information for this Event.

Specifying Contact Policy Availability

The following configuration options are available:



l Policy Starts - Specify the start date for the policy to be applicable. If this value is not specified,the policy is deemed to be always applicable.

l Policy Ends - Specify the end date for the policy to be applicable. Using this value requires that avalid policy start date is also specified.

l Available - Specify whether the policy is available.

Contact Policy restrictions are only applied when the policy is marked as being available and any daterestrictions (if specified) are currently applicable. In all other cases, the contact limits specified in thepolicy are ignored. Refer to the Using Contact Policies section in the Strategies chapter for details onhow to use Contact Policies.

Specifying Contact Policy Channel Limits

Specify the per-channel limits for the Contact Policy in the channel restrictions grid. At least onechannel limit must be specified in the Contact Policy. Additionally, each channel can only be specifiedonce in a Contact Policy. For each row, the following options are available:

l Channel - Select the channel (from the list of available channels) on which to restrict outboundcommunication.

l Contact(s) per customer - Specify the maximum number of contacts allowed per customer.

l Duration - Select the duration over which the channel restrictions are applicable. The followingdurations are supported:

Daily

Weekly – New week starts on Sunday

Semimonthly – Semimonthly periods are: from the 1st to the 15th of a month; and from the16th to the end of the month

Monthly

Quarterly – New quarters start on the first day of January, April, July, and October

Yearly

Contact Policy restrictions only apply to communications with customers that are triggered bystrategies during Campaign execution. Refer to the Using Contact Policies section in the Strategieschapter for details on how to reference Contact Policy rules in strategies and how the limits specifiedin a Contact Policy rule are applied.



Deleting a Contact Policy

Existing Contact Policies can be deleted directly from the Contact Policy rule form.



Chapter 10: Volume ConstraintsA Volume Constraint enables the user to limit the number of Offers that are delivered.

The following two constraint types are supported:

l Offer constraints – Offer constraints allow the user to specify the maximum and/or minimumvolume for a particular Offer. This is useful in situations where there is only a limited quantityavailable for a particular product.

l Channel constraints – Channel constraints allow the user to specify a maximum and/or minimumvalue for a particular delivery Channel (e.g. Email, SMS, etc.). This is useful in situations wherethere are limitations on the delivery mechanism, such as SMS or Email server throughput.

To apply these constraints, the Volume Constraint rule should be associated with a Campaign. Whena Campaign runs, it first executes the Strategy to determine the potential set of Offers that should beprocessed. Next, if a Volume Constraint has been associated with the Campaign, any enabled Offerand Channel constraints are applied to the Offer set to determine the final list of Offers which needsto be processed.

Note: If a Volume Constraint has been associated with a Campaign, it must have at least oneconstraint enabled. If no constraints are enabled on this Volume Constraint, the Campaign will notexecute. At this point, the user can either enable a constraint and restart the specific run; or updatethe Campaign to no longer use Volume Constraints and re-submit the Campaign for execution.

Volume Constraints are primarily accessed from and created in the context of Campaigns. TheConstraint setting of a Campaign references a Volume Constraint rule. When configuring this setting,users can use the Configure Constraint selector to review existing Volume Constraints and createa new one if needed.


Chapter 10: Volume Constraints

Volume Constraints can be stored at the top level or can be categorized into Issues and Groups. Anew Volume Constraint resembles the following:

The Volume Constraint rule has the following tabs:

TabName

Purpose

General Specify the offer and channel constraints to be applied. Also configure the constraint resetoptions.

History Specify the Description and Usage information for this Volume Constraint.

Note: When using Volume Constraints, in most cases, each customer will receive a maximum of oneOffer. If the marketing Strategy pushes out multiple Offers for a customer, these Offers should be



prioritized in the Strategy since the highest priority Offer (based on the pxPriority field) will be madeto the customer.

Configuring Constraint Reset OptionsBoth offer and channel constraints tend to apply over a specific period of time (e.g. 100 instances ofthe Offer (product) are available every week, 50000 Offer emails can be delivered every day, etc.). Asa constraint is applied, the actual count (of Offers sent) is updated to keep track against theconstraint’s limit. Once the constraint limit is reached, any Offer for which the constraint is applicablewill not be made until the actual values are reset. This is done by configuring the reset options for theconstraints in a Volume Constraint rule.

The user must decide whether to specify the reset policy for each constraint in the Volume Constraintrule individually or globally (as shown below):

The two options available are:

l Manage each constraint individually - In this mode, the reset option is specified individuallyfor each (offer and channel) constraint along with its limits.

l Reset all constraints at once - In this mode, the reset option is specified globally for all (offerand channel) constraints. The global reset options are presented as a separate row when thisoption is selected.

Whether constraint limits are reset globally or individually, the following reset frequency options areavailable:

l Manually: Select this option to manually reset constraint counts via the provided reset button(s).The Volume Constraint rule must be checked in for the reset button(s) to be enabled.



When limits are reset globally, use the Reset Now button:

When limits are reset individually, use the Reset button(s) for the appropriate (offer or channel)constraint(s):

l Each time it is accessed: System will reset constraint limits each time the Volume Constraintrule is applied. This setting provides the option for applying the same volume constraints duringeach run of a Campaign.

l Daily: System will reset the constraint limits the first time they are applied on a particular day.

l Weekly: System will reset constraint limits the first time they are applied in a particular week (firstday of week = Sunday).

l Semi-Monthly: System will reset constraint limits the first time they are applied in a particularsemi-monthly period (semi-monthly periods begin on the first and sixteenth days of each month).

l Monthly: System will reset constraint limits the first time they are applied in a particular month.

l Quarterly: System will reset constraint limits the first time they are applied in a particular quarter(quarters begin on the first day of January, April, July, and October of each year).

l Yearly: System will reset constraint limits the first time they are applied in a particular year.

Specifying Offer ConstraintsFor each Offer constraint, the following must be specified:

l Enabled – Whether this constraint should be enabled. This provides an easy mechanism to switchconstraints on and off as product volumes fluctuate.

l Offer – Name of the Offer to be constrained. The smart prompt presents a list of Offerscategorized by their Issue and Group.



l Reset Interval – Reset policy for this constraint. This option is available if constraint limits aremanaged individually. Select the appropriate reset option.

For the constraint volumes, the user must specify at least one of the following and can specify both.

l Minimum Volume – Desired minimum volume for this Offer. If a sufficient number of Offers isbeing propagated and the optimization engine selects this Offer, then the engine will satisfy thisminimum volume requirement before selecting a different Offer.

l Maximum Volume – Desired maximum volume for this Offer.

In addition, the following are also displayed:

l Remaining – Number of Offers remaining. The system displays “Unlimited” for this field in thefollowing scenarios:

If a maximum volume is not specified

If the constraint is not enabled

l Reset button – Reset the remaining count to the maximum volume. This option is available fortheManually reset interval when constraint limits are managed individually.

Specifying Channel ConstraintsFor each Channel constraint, the following must be specified:

l Enabled – Whether this constraint should be applied.

l Channel – Delivery channel that is being constrained.

l Reset Interval – Reset policy for this constraint. This option is available if constraint limits aremanaged individually. Select the appropriate reset option.

For the constraint volumes, the user must specify at least one of the following and can specify both.

l Minimum Volume – Desired minimum volume for this channel.

l Maximum Volume – Desired maximum volume for this channel.



In addition, the following are also displayed:

l Remaining – Number of Offers that can still be made on this channel.

l Reset button – Reset the remaining count to the maximum volume. This option is available fortheManually reset interval when constraint limits are managed individually.

In order for Channel constraints to be properly applied, any Offer (Proposition) that is returned by theStrategy must set the following property:

l pyChannel – This needs to be set to the channel being constrained (Email, SMS, etc.)

This is demonstrated in the Strategy snippet below:



Chapter 11: OffersAn Offer is the Marketing manifestation of a Decisioning proposition. The proposition holds variousdetails about a particular offering, such as Start Date, End Date, and Expected Revenue. In addition tothe proposition data, the Offer rule enables the user to visually specify the flow of steps for aparticular offering (Offer Flow).

Note: Each Offer is backed by a Decisioning proposition. The system automatically manages thisrelationship by creating, deploying, and deleting the proposition instance as needed. Since an Offeris closely tied to a proposition, it must always be created in the context of an Issue and a Group.

The Offers landing page lists available Offer rules in the system. This landing page is accessible in thePega Marketing portal via: Content > Offers

This landing page lists the twenty most recently updated Offers in the system. Users can use theView more results at the end of the list to load the next twenty results. Users can also use thefilters at the top of the page to search for Offers by Issue / Group and Name.

For each listed Offer, the landing page displays the following information:

l Rule name - Clicking the name opens the Offer rule.

l Friendly name

l Offer availability - Start and/or end date of the Offer, if configured


Chapter 11: Offers

l Impression rate of this Offer - Ratio of total impressions (associated with this Offer) and the Offervolume

l Offer volume - Total number of times this Offer has been initiated by Campaigns

l Conversion rate of this Offer - Ratio of total conversions (associated with this Offer) and the Offervolume

l Icons indicating the channels utilized by the Offer

l Image associated with the Offer

The Create button enables marketers to create a new Offer.

A newly created Offer starts out with the Start and End shapes, as shown below.

The Offer rule contains the following tabs:

Tab Name PurposeDiagram Create the Offer Flow. Refer to the Creating the Offer Flow section.

Details Specify the details about the offering. Refer to the Specifying Offer Details section.

Checklists View any checklists associated with this Offer. Refer to the Checklists chapter.

Test Offer Test the Offer Flow. Refer to the Testing the Offer Flow section.

History Specify the Description and Usage information for this Offer.


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Creating the Offer FlowThe Offer Flow contains the exact sequence of actions to be performed in the lifecycle of a particularOffer. An Offer Flow consists of a variety of shapes and the connectors which connect these shapes.The Offer Flow editor provides the user with an intuitive drag-and-drop mechanism for designingtheir offerings. Users can configure the details of each step directly on the step’s shape using theshape’s Properties panel.

Adding Flow Shapes

The Shapes Palette lists all the shapes that can be added to an Offer Flow. It can be accessed via the

‘Flow Shapes' button or via the right-click 'Add' sub-menu.


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The following shapes are available in the Shapes Palette:

ShapeName

Icon Purpose

Send Email Configure and send an Email.

Send SMS Configure and send an SMS message.

Send Generic Configure and send a Generic treatment.

SendMultipleTreatments

Dynamically determine which channel (Email, SMS, or Passbook) to use for communication andsend out the appropriate treatment on that channel.

Send Passbook Configure and send a Passbook treatment.

PushNotification

Configure and send a notification to an app running on a device. Refer to the “Configuring PushNotifications in Offers” section of the “Push Notifications” chapter.

Inbound Specify the Section rule to be returned for a request from an inbound application.

Wait Specify a wait time in the flow execution.

Update Status Update the Offer's status and record response information to History (Interaction Services).

Hand Off Spinoff a new work object/process (such as Offer Fulfillment).

Decision Use various PRPC decision structures to determine branch conditions in the flow.

ScheduleAppointment

Schedule and configure an appointment for follow-up work to be performed. This shape isavailable in the “Smart Shapes” sub-menu.

Start Denote the starting point of the flow.

End Denote the ending point of the flow.

Each of these shapes is detailed in the subsequent sections.


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Send Email

The Send Email shape enables the user to configure an email message for delivery.

The following General Configuration options are available for this shape:

Name PurposeTreatmentName

Name of the Email Treatment to send. In the case of Online Delivery, the Treatment Namespecified must be backed by an existing Email Treatment rule since this is used as the contentof the email to be sent.

Key Code Marketing code used to identify the treatment. This value can be output in the sent emailand/or the output file/db, and can be used to track the performance of different treatments. Ifa key code value is specified on the Email Treatment being referenced, it will be populated intothis field upon selecting the treatment.

Delivery Options

Emails can be delivered in various ways - they can be sent by the system (Online mode) or they canbe written to a data warehouse for processing by other systems (File and DB modes). Users canenable one or more of these modes at the same time.


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The following Delivery Configuration options are available for this shape:

Name PurposeDeliver Online Determines whether an actual email should be sent using the content in the specified

Treatment Name.

Use Subject FromTreatment(Online mode)

Denotes that this shape should directly use the Email subject specified in thereferenced Email Treatment. This subject is shown as read-only in the “Email Subject”field.

Specify Subject(Online mode)

Denotes that this shape should use the specified “Email Subject”.

Email Subject(Online mode)

Subject of the email to be sent.

Write To File Determines whether a record should be written to an output file.

Write To DB Determines whether a record should be written to an output database table.

Select Template(File/DB modes)

File/DB Template rule which contains the specifics of what should be output to thefile/table. This includes the file/table name, location, header information, and thespecific data fields that need to be output. Refer to the Templates chapter for moreinformation.

Configuring Email Subject

The “Email Subject” field supports the following three formats:

1. Plain text – If the subject contains plain text (with no quoted words); simply enter the text in theinput field. The system will wrap the entire text around quotes.

2. Quoted text – If the subject needs to include text in double quotes (e.g. The brand new“ProductName” is here!), then the entire subject must be in quotes with the desired quotes beingescaped with a backslash. The example above should be entered as: “The brand new \”ProductName\” is here!”

3. Property references – If the subject needs to contain property references (such as the customername), then the property reference needs to be concatenated to the remaining subject by the plus(+) symbol. Each block of text that is not a property reference should be wrapped in doublequotes. This is exemplified below:Desired Subject: Hi <Customer’s Name>, a new “Product” awaits you!Entered Subject: "Hi " + .Customer.pyFullName + ", a new \"Product\"awaits you!"


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If an email subject doesn’t meet the supported formats, the following error is displayed to the user:Invalid value specified for Email Subject. Value doesn’t adhere to the Validate:BalancedQuotationMarks.

Wait After Sending

Users can determine whether they would like to wait after sending an email. It is typical to enable thiswait when customer response is expected for an email (such as accepting or rejecting an Offer). Inother cases, the user might simply want to send an email and move on to the next step in the OfferFlow. In such cases, waiting should be disabled on the Send Email shape. The wait options availableare the same for all wait-based shapes and are described in the section on theWait shape.

Email Account

Users also have the option to specify the Outbound Email account to use for sending the emailmessage. These accounts are typically configured by the administrator. Refer to the “Email and SMSAccount Configuration” chapter for more details.

The following options are available in the “Email Account” sub-section under the “Advanced” sectionof the Send Email Properties modal:

Name PurposeUse Default EmailAccount

Determines whether the Default Email account should be used for sending this email.

Specify Email Account Determines whether a user-specified Email account should be used for sending theemail.

Account Name of the Outbound Email account to use for sending the email.

From/Reply To:Use Email AccountSettings

Denotes that the sender’s name (from) and reply-to address in the email being sentshould be taken from the values specified on the Email account.

From/Reply To:Use Operator Settings

Denotes that the name and email address of the operator that initiates this email (e.g.by launching a Campaign that sends it) should be used for the sender’s name andreply-to address.

From/Reply To:Override Settings

Denotes that user-specified values should be used for the sender’s name (from) andreply-to address in the email being sent.

From Name that will be used as the sender’s name in the email being sent.

Reply To Email address that will be set as the reply-to address in the email being sent.


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Testing the Send Email shape

The Send Email shape provides an easy mechanism to test its outcome. Users can employ this testmechanism to test the online delivery of the Email Treatment. This can be beneficial in verifying boththe content of the email being delivered and any email configurations that were applied (such as thesubject, sender’s name, and reply-to address). Finally, this also enables the user to verify any datareferences (both Offer Data and Customer) in the Email Treatment that were used to personalize theemail message.

The “Test Message” section lists the options available for configuring the test email message. Thisincludes the following:

l To – Recipients of the test email. Select either “Test Recipients” or “Seed List”.Test Recipients - Enter list of recipients. Each entry can either be the Operator ID of anexisting user in the system or a valid email address. If the operator ID is entered, operatorinformation such as the name and email is populated as the customer data and the test email issent to the operator’s email address.

Seed List - Select a predefined Seed List as the intended recipients of the test email. The datafor each seed is populated as the customer data and is visible (if referenced) in the test email. Inthis case, the Email1 column in the Seed List (.pyEmail1 property) specifies the email address towhich the test email is sent. Refer to the “Seed Lists” chapter for information on configuring aSeed List.

l Subject – Subject of the test email. This value is pre-populated with the subject specified in theTreatment tab. The user can choose to specify a different subject by selecting the “Overridesubject” option. Refer to the Configuring Email Subject section for options available for this field.


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After the test message has been configured, it can be sent via the “Send Test Message” button.

Once configured, the test message can also be directly sent via the “Test this Email” right-click menuitem on the Send Email shape. The status of the test is displayed. Any errors in the test delivery aredisplayed in case of a failure. These can be corrected and the test email can be resubmitted fordelivery.


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Send SMS

The Send SMS shape enables the user to configure an SMS message for delivery.



Name of the SMS Treatment to be sent.

Key Code Marketing code used to identify the treatment. This value can be output in the sent SMSmessage and/or the output file/db, and can be used to track the performance of differenttreatments. If a key code value is specified on the SMS Treatment being referenced, it will bepopulated into this field upon selecting the treatment.

Delivery Options

SMS treatments can be delivered in various ways - they can be sent by the system (Online mode) orthey can be written to a data warehouse for processing by other systems (File and DB modes). Userscan enable one or more of these modes at the same time.


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Name PurposeDeliver Online Determines whether an actual SMS message should be sent using the content in the specified

Treatment Name.

Use ExistingSMS(Online mode)

Determines whether an existing treatment, specified by the Treatment Name property, shouldbe used to get the content of the SMS message.

Quick CreateSMS(Online mode)

Determines whether to use the text specified in the “Write Message” box as the content of theSMS message.

Write Message(Online mode)

Content of the message to be sent in “Quick Create SMS” mode.

Write To File Determines whether a record should be written to an output file.


SelectTemplate(File/DBmodes)

File/DB Template rule which contains the specifics of what should be output to the file/table.This includes the file/table name, location, header information, and the specific data fields thatneed to be output. Refer to the Templates chapter for more information.

Wait After Sending

Users can determine whether they would like to wait after sending an SMS message or proceeddirectly to the next step in the Offer Flow. The wait options available are the same for all wait-basedshapes and are described in the section on theWait shape.

SMS Account

Users also have the option to specify the SMS account to use for sending the SMS message. Theseaccounts are typically configured by the system administrator. Refer to the “Email and SMS AccountConfiguration” chapter for more details.

The following Account Configuration options are available in the “SMS Account” sub-section under the“Advanced” section of the Send SMS Properties modal:

Name PurposeUse Default SMSAccount

Determines whether the Default SMS account should be used for sending this SMS message.

Specify SMS Account Determines whether a user-specified SMS account should be used for sending the SMSmessage.

Account Name of the Outbound SMS account to use for sending the SMS message.


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Testing the Send SMS shape

The Send SMS shape provides an easy mechanism to test its outcome. Users can employ this testmechanism to test the online delivery of the SMS Treatment. This can be beneficial in verifying thecontent of the SMS being delivered. This also enables the user to verify any data references (bothOffer Data and Customer) in the SMS Treatment that were used to personalize the SMS message.

The “Test Message” tab lists the options available for configuring the test SMS message. This includesthe following:

l To – Recipients of the test message. Select “Test Recipients” or “Seed List”.Test Recipients - Enter list of recipients. Each entry can either be the Operator ID of anexisting user in the system or a valid mobile phone number. If the operator ID is entered,operator information such as the name and phone is populated as the customer data and thetest SMS message is sent to the operator’s phone number.

Seed List - Select a predefined Seed List as the intended recipients of the test SMS message.The data for each seed is populated as the customer data and is visible (if referenced) in the testmessage. In this case, the Mobile Phone column in the Seed List (.pyMobilePhone property)specifies the phone number to which the test SMS message is sent. Refer to the “Seed Lists”chapter for information on configuring a Seed List.

l Test SMS Account Options – These settings specify the SMS account (Default or custom) usedto send the test SMS message.

After the test message has been configured, it can be sent via the “Send Test Message” button.


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Once configured, the test message can also be directly sent via the “Test this SMS” right-click menuitem on the Send SMS shape. Upon sending a test message, the status of the test is displayed. Anyerrors in the test delivery are displayed in case of a failure. These can be corrected and the test SMScan be resubmitted for delivery.

Send Generic

The Send Generic shape enables the user to configure and send a Generic treatment. This shapeprovides a hook for the user to process Offers via outbound delivery mechanisms, other than theones currently provided by the system (such as email or SMS). The user can use this shape to outputrelevant data to an output file or database table for processing by legacy systems.



Name of the treatment. This can be used to track and organize the output data.

Key Code Marketing code used to identify the treatment. This value can be output in the output file ortable and can be used to track the performance of different treatments.


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Delivery Options

Generic treatments can be written to a data warehouse (file or database table) for processing by othersystems. Users can enable one or more of these modes at the same time.


Name PurposeWrite To File Determines whether a record should be written to an output file.


SelectTemplate(File/DBmodes)

File or Database Template rule which contains the specifics of what should be output to the fileor table. This includes the file or table name, location, header information, and the specific datafields that need to be output. Refer to the Templates chapter for more information.

Wait After Sending

Users can determine whether they would like to wait after sending a generic treatment or proceeddirectly to the next step in the Offer Flow. The wait options available are the same for all wait-basedshapes and are described in the section on theWait shape.

Field Marketing Options

This set of options is available when the application includes Pega Field Marketing. Corporatemarketers can enable the checkbox to include this shape in the list of engagement steps that fieldmarketers see in Field Marketing Campaigns. Additionally, they can also provide a meaningfuldescription to aid the field marketer in understanding this shape’s purpose.

Content Details

The “Content Details” section allows the user to upload related content for this shape. If this shape isconfigured to display in Field Marketing Campaigns, then field marketers will be able to view theuploaded content when they review this shape in their Campaigns.


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Both links and files can be uploaded using this section. The user can also enter a description for eachitem. Once the file or link is added, it displays in the content grid at the bottom of this section.


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Send Multiple Treatments

The Send Multiple Treatments shape enables the user to configure treatments to be delivered acrossdifferent channels (currently Email, SMS, or Passbook). The user also specifies the logic whichdetermines the channel to be used for delivery. When the Offer Flow executes, the correct deliverychannel is determined and the treatment specified for this channel is delivered.

Treatment Specification

The following configurations options are available for specifying the treatments and channels for thisshape:

l Treatment Origin – This setting determines how the channel for delivery is determined. The twooptions are:

Strategy/Offer – In this scenario, the channel value determined by strategy execution (as partof a run) is used as the delivery channel. The user can alternately set the channel value(.OfferData.pyChannel property) directly in the Offer Flow prior to this shape.


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Decision Rule – In this scenario, the channel value is determined by executing a decision rule.The user must also specify the Decision Type (decision table or decision tree) and the name ofthe Decision Rule.

l Treatments – This group of settings is used to specify the treatments for delivery. The user canselect the channels available for delivery by enabling the Outbound Email, Outbound SMS, andPassbook check boxes. The configuration options available for each channel are similar to thosepresent on the channel-specific delivery shapes. Refer to the descriptions provided for each ofthese shapes for more details:

Outbound Email – Send Email shape

Outbound SMS – Send SMS shape

Passbook – Send Passbook shape

l Default Treatment – This setting determines the default channel value to use in case thechannel returned by the Treatment Origin setting is either undefined or not currently supported.The values available for this setting are predicated by the channels that are enabled in theTreatments group.

Wait After Sending

Users can determine whether they would like to wait after the processing of this shape or proceeddirectly to the next step in the Offer Flow. The wait options available are the same for all wait-basedshapes and are described in the section on theWait shape.

Delivery Options

Emails and SMS messages can be delivered in various ways - they can be sent by the system (Onlinemode) or they can be written to a data warehouse for processing by other systems (File and DBmodes). Users can enable one or more of these modes at the same time.

The configuration options available are similar to the ones available for the Send Email and Send SMSshapes. These options are situated in the following areas of the Send Multiple Treatments shape:

l Write to File/DB options – In the “Output” section

l Email Account options – In the “Advanced” section

l SMS Account options – In the “Advanced” section


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Send Passbook

The Send Passbook shape enables the user to configure a Passbook Treatment for delivery.

The following general configuration options are available for this shape:

Name PurposePassbook Style Style of the Passbook Treatment to send. Currently available options are “Coupon” and

“Generic”.

PassbookTreatment

Name of the Passbook Treatment (pass) to send. Refer to the “Passbook Treatments”section in the Treatments chapter for details on creating and configuring PassbookTreatments.

Key Code Marketing code used to identify the treatment. This value can be output in the sent emailand/or the generated pass, and can be used to track the performance of differenttreatments. If a key code value is specified on the Passbook Treatment being referenced, itwill be auto-populated into this field upon selecting the treatment.

Email Treatment Name of the Email Treatment to use to deliver new passes and updates to existing passes.The pass is delivered as an attachment to the email message.


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Delivery Options

New passes are delivered as attachments to emails. On iOS devices, the customer can open theattached pass and can add it to their Passbook.

The following delivery configuration options are available for this shape:

Name PurposeEmail Subject Subject of the email containing the new/updated pass. Refer to Configuring Email Subject for more details.

On Update

Users have multiple options for updating passes that have previously been sent. When the samePassbook Treatment is used in multiple shapes in the same offer flow, the first delivery is treated as anew pass. Subsequent deliveries (shapes) are treated as updates to the existing pass. Furthermore, ifthe Passbook Treatment is configured as a global treatment (“Keep updating the pass…” option isenabled on the treatment’s Advanced tab), even the first passbook shape will result in an updatescenario if the pass has already been sent to the customer previously (via a different Offer orCampaign).

The following configuration options are available for updating passes:

Name PurposePushNotification

Select this option to utilize the Apple Push Notification service (APNs) to signal the device thatan update is available for the pass. The device will thenmake a web service call to get the latestpass.

EmailNotification

Select this option to send the updated pass as an attachment to the email (specified in theEmail Treatment field).

Note: If neither notification option (Push or Email) is enabled, the system will generate and store theupdated pass internally. This updated pass will be available to pass holders (customers) when theyattempt to manually update the pass.

Wait After Sending

Users can determine whether they would like to wait after sending a pass. The wait options availableare the same for all wait-based shapes and are described in the section on theWait shape.

Email Account

Users also have the option to specify the Outbound Email account to use for sending the message.These configuration options are available in the Advanced tab of the Send Passbook shape and are


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described in the Email Account sub-section of the “Send Email” shape.

Testing the Send Passbook shape

The Send Passbook shape provides an easy mechanism to test its outcome. Users can employ thistest mechanism to test the online delivery of the email with the pass attachment. Refer to Testingthe Send Email shape for details on configuration options for the test message.

The test email will be sent with the selected pass as an attachment. Refer to the “Reviewing the TestPass” sub-section in the Treatments chapter for details on reviewing and adding the test pass.

Inbound

The Inbound shape provides a means to specify the content that should be returned when aninbound application, such as Next-Best-Action Advisor (NBAA), requests this Offer to display withintheir application.


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The following configuration options are available for this shape:

Name PurposeSection Name of the Section rule to use. The content of this section is returned when an inbound

application (such as NBAA) requests Offer content from the system.

Channel Inbound channel for the Treatment (Default value for this shape is CallCenter).

WorkStatus

Status of the Offer after executing this step in the Offer Flow.

Note: There should be only one Inbound shape in an Offer flow. Having multiple Inbound shapes inthe same Offer flow could cause non-deterministic behavior in resolving the content that should bereturned to the inbound application.

The Inbound shape, by itself, simply serves as a determining point for the content to be returned forexternal requests. However, this shape can be (and typically is) combined with the InboundTicketticketing mechanism to provide a branch of Offer flow execution for processing an inbound request.Refer to Adding Inbound Channel Support for more details.


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Wait

The Wait shape enables the user to pause the Offer flow execution for a specified duration. Thisshape can be used when an unconditional wait is required in the Offer flow. When the specified waitduration has lapsed, Offer flow execution automatically resumes with the next shape in the flow.

This shape supports the following modes for specifying the wait duration:

l Offset - Use this mode to set the wait time to a specified duration from when this shape isexecuted. Use the Days, Hours, Minutes, and Seconds fields to specify the offset. Optionally,enable the Business Days check box to apply the specified offset only using business days.

l Date/Time - Use this mode to set the wait expiration time to a specified future date and time.Specify the desired date and time.

l Property - Use this mode to set the wait expiration time using the value of a date time property orexpression. Select the desired property or specify the desired expression.


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Note: Ensure that the specified property (or expression) will have a valid date and time valueduring Offer runtime.

Users can also enable a wait in Offer flow execution on wait-based delivery shapes. This includes the“Send Email”, “Send SMS”, “Send Passbook”, “Send Generic”, “Send Multiple Treatments”, and “PushNotifications" shapes. To enable the wait and configure the wait options (listed above), enable the“Wait after sending” check box on these shapes.

Update Status

The Update Status shape is used to specify the status of the Offer as it works its way through variousstages of the Offer Flow. This status can be used to group Offers for reporting and otheraggregations. This status can also be used to determine the appropriate path to be taken down asubsequent branch in the Offer Flow execution. The Update Status shape also enables the user torecord Behavior and Response information for the Offer into Interaction History.


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The following Configuration options are available for the Update Status shape:

Name PurposeWork Status Status of the Offer.

The out-of-the-box values for the Offer status include:

l New

l OfferSent

l Resolved-OfferAccepted

l Resolved-OfferExpired

l Resolved-OfferRejected

Behavior Denotes the behavior of the customer to the particular Offer. This information gets recorded in History.

The out-of-the-box values for Behavior include:

l Negative

l Neutral

l Positive

Response Denotes the response of the customer to the particular Offer. This information gets recorded in History.

The out-of-the-box values for Response include:

l Accepted

l NoResponse

l Pending

l Rejected


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Hand Off

The Hand Off shape enables the user to launch other processes (in the background) from the OfferFlow. This serves as a launching point for external processes which can be triggered at theappropriate time in the Offer execution. An example use of this would be to initiate an OfferFulfillment process when a customer accepts an Offer.

Note: Initial processing of the handed-off work object is sequential with the Offer Flow executionuntil the new work object reaches a stopping point (such as an Assignment). At this point, Offer Flowexecution resumes and the handed-off work object lives and executes separately on its own.

The following Configuration options are available for the Hand Off shape:

Name PurposeWork Class Name Name of the class which contains the process (Work Object flow) to be started.

Work Flow Name Name of the process (flow) to be started.

Work Status(Status section)

Status of the Offer after the new process has been initiated.

As part of the Hand Off shape, the entire contents of the Offer work object (including Offer details)are initially made available to the newly created work object. This information is stored in the toplevel OfferWorkPage clipboard page. This information is available whilst the new work object sharesthe execution with the Offer work object (see Note at the beginning of this section). If the new workobject requires any of this data for its processing, it is recommended to copy relevant data from theOfferWorkPage onto appropriate locations on the new work object. This could be done via the use of


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the default Data Transform rule (pyDefault) or by other mechanisms in the work process flow beforeit enters a waiting point (such as an Assignment).

In a similar vein, a reference to the newly handed-off work object is stored on the original Offer workobject. This is made available under the pyReferencedInsKeys construct. This information can be usedto provide a reference code to the customer in an email or for any other cross-referencing purposes,as deemed fit by the user.

Note: In order for the system to successfully create and launch the handed-off work object, allnecessary rules (such as Flow, Data Transform, Work Parties, etc.) should be properly configured forthe desired work object.

Hand Off Example

Some of the salient pieces involved in a handed-off work object are demonstrated in the followingOfferFulfillment example:

l Data Transform:pyDefault

l Properties:Channel

CustomerID

OfferName

l Flow:FulfillOffer

l Work Parties:Default

l Flow Action:Approve

l Section:FulfillOffer


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This work object involves a minimal process flow where the object is placed in a workbasket and isresolved upon approval. The FulfillOffer Flow rule is shown below:

The above flow is configured to create a new work object since we expect it to have its own lifecycleand want it to be actionable after it is stored in the workbasket. For simpler flows with straightthrough processing (no assignment shapes), the flow can be configured with the temporary objectsetting in the Process tab.

As mentioned previously, both customer and offer data are available to this flow until it hits the firstassignment. After this assignment, only data that has been saved onto the work object will beavailable.


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The following (pyDefault) Data Transform demonstrates the copying of (both Offer and Customer)data from the Offer page onto the work object, upon its initial creation:

In the above Data Transform, the Customer object is added as the Customer work party on the newobject.

A sample Work Parties rule for this work object is shown below:


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The sample Flow Action and Section use basic PRPC concepts to display some of the copied over dataand present an action to resolve the work object. This is demonstrated by the following instance of ahanded-off Offer Fulfillment work object:

Field Marketing Options

This set of options is available when the application includes Pega Field Marketing. Corporatemarketers can enable the checkbox to include this Hand Off shape in the list of engagement stepsthat field marketers see in Field Marketing Campaigns. Additionally, they can also provide ameaningful description to aid the field marketer in understanding this shape’s purpose.


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Decision

The decision shape enables the user to execute a variety of different decision constructs (such asdecision trees, decision tables, etc.) to provide a basis for branching in the execution of the OfferFlow.

The following Decision types are currently supported:

l Boolean Expression

l Decision Table

l Decision Tree

l Fork

l Map Value

l Predictive Model

l Scorecard Model

Note: More information on the various options for configuring each of the decision types (listedabove) can be found in Pega 7 Platform documentation.


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Schedule Appointment

The Schedule Appointment smart shape enables the user to schedule and configure follow-up workto be performed at a particular point in the Offer flow lifecycle.

The user can utilize the “Instructions” field to specify any instructions to aid in processing thescheduled appointment.

Select Assignee

The user can choose from the following options:

l Current Operator – Routes the appointment to the operator that initiates this Offer (e.g. by using itin a Campaign and executing the Campaign).

l Specify Operator – Routes the appointment to the operator specified in the “Operator” field.

l Workbasket – Routes the appointment to the workbasket specified in the “Workbasket” field.


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Schedule Options

The user can choose from the following options:

l Relative Date - Sets the appointment time relative to the time when this shape is processed in theOffer. The user must specify the relative number of days, the appointment time, and the timezone. The user can also enable the “Business Days?” checkbox to denote that the relative numberof days should be applied using only business days.

l Specify Date – Sets the appointment time to the specified date and time

Start

The Start shape denotes the beginning of the Offer Flow. Each Offer Flow must have one and onlyone Start shape.


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End

The End shape denotes the termination point of the Offer Flow execution. Each Offer Flow can haveone or more End shapes.

Note: More information on the options for configuring the Start and End shapes can be found inPega 7 Platform documentation.

Connecting Two Shapes

The various shapes outlined in the prior sections can all be connected to one another. Each connectorconnects one shape to another. A shape can have multiple connectors emanating from it and/orterminating at it. The various connectors represent possible paths of Offer Flow execution.

Connectors can be categorized into the following types:

l Simple Connectors

l Decision Connectors

l Wait Connectors

l Response Received Connector

Simple Connectors

These connectors simply connect one shape to another. There is no logic path determination behindthese connectors.


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The following shapes have simple connectors emanating from them:

l Inbound

l Update Status

l Hand Off

l Start

Decision Connectors

These connectors emanate from the Decision shape. Decision connectors can be sub-categorizedbased on the condition type – Result, Always, When, and Else.

Result Condition Type

This condition type is used to represent the result of executing the Decision rule specified in theDecision shape. The system automatically analyzes the Decision rule and populates the Result drop-down with the possible set of outcomes from the decision.

Always Condition Type

This condition type represents a connector that is always taken.

When Condition Type

This condition type represents a connector that is taken when the expression/condition specified inthe When input box evaluates to true.


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Percentage Condition Type

Use the Percentage condition type to specify the percentage (relative amount) of time that the OfferFlow should take this path during its execution.

Else Condition Type

The Else condition type serves as the catch-all connector and is taken when none of the otherconnectors originating from the Decision shape can be taken. It is a best practice to have an else pathwhenever the other execution paths aren’t collectively exhaustive (e.g. with percentage and whencondition types).

Wait Connectors

The wait connector emanates from shapes that have a waiting mechanism tied to them (wait-basedshapes). This includes the following shapes:

l Send Email

l Send SMS

l Send Generic

l Send Passbook

l Send Multiple Treatments

l Push Notification

l Wait


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There are two types of the Wait connector – Continue and Wait Expired. Only one Wait connector canoriginate from a wait-based shape. If waiting is enabled for the shape, the “Wait Expired” connector isused; otherwise, the “Continue” connector is used. The appropriate Wait connector (Continue vs. WaitExpired) is automatically generated when you connect a wait-based shape to another shape.

Note: Since the system manages the Wait connectors, these should not be changed manually. If youwish to update the type of Wait connector originating from a shape, toggle the Wait field on theshape. If you delete the Wait connector by accident, simply draw a new connector coming out of theshape and the appropriate Wait connector will be recreated for you.

Response Received Connector

The Response Received connector is used to denote the Offer Flow path that should be taken when aresponse is received for a particular Offer. This is typically used as a connector originating from aSend Email or Send SMS shape after an Offer email or SMS is sent to a customer.

This connector should be used in tandem with the Wait Expired connector, as shown below:

In the Offer Flow depicted above, the System puts the Offer in a wait state for the duration specified(5 days). If no response is received within this wait duration, Offer Flow execution will resume along


Chapter 11: Offers

the Wait Expired path. However, if a response is received before the wait duration has expired; theOffer will instantly get out of the wait state and go down the Response Received path.

Note: The ability of the system to go down the Response Received path is tied to the built-inresponse mechanism for Email and SMS treatments. Refer to Embedding a Response Link in theTreatments chapter for adding this mechanism to Email treatments. For SMS treatments, thismechanism is handled via the configuration of Inbound SMS accounts. For more details, refer toConfiguring an Inbound SMS Account in the Email and SMS Accounts Configuration chapter.

To add a Response Received connector to a Send Email or Send SMS shape:

1. Enable Wait on the shape and configure the wait duration. Then, draw a connector from the shapeto the backing shape for your Wait Expired action. The system will automatically create the WaitExpired connector for you.

2. Draw a second connector from the shape to the backing shape for the Response Received path.Open this connector’s properties panel and select ResponseReceived as the value for the FlowAction smart prompt and provide a suitable Name for the connector (e.g. Response Received).

Offer Flow Validation

When the Offer is saved, the system validates multiple aspects of the Offer and presents the userwith any violations that are found. These violations are reported as warnings when the Offer Flow isin Draft mode and the Offer can still be saved. When Draft mode is disabled, these violations arereported as errors and must be corrected in order for the Offer to be successfully saved.

These errors and warnings are displayed underneath the Offer header.


Chapter 11: Offers

If a shape has any errors associated to it, an error icon is also displayed on the shape. The tooltip onthe error icon displays the associated error message.

Some examples of these violations include the following:

l Missing required fields

l Invalid rule references – e.g. Treatment, Template, Decision, Email Account, etc.

l Missing key codes (warning only)

Note: Being able to successfully save an Offer with Draft mode disabled is an excellent gauge forensuring successful Offer flow execution. It is strongly recommended that any Offers that are live(can be potentially sent to customers) should be validated by saving them with Draft mode disabled.

Adding Inbound Channel Support

The system enables the use of the same Offer rule for both inbound and outbound channels. Thisallows the user to build distinct paths of Offer flow execution based on the channel. This functionalityfacilitates the use of the system by inbound applications (such as NBAA) to process their customerofferings.

The system enables this inbound channel support functionality in the following two ways:

1. When an inbound request is received (for a specific Offer and customer), the system firstdetermines whether the specified Offer is already in flight for the specified customer. If so, theparticular Offer is loaded and Offer flow execution is forced down the Inbound path. This is doneby the use of the InboundTicket construct. The InboundTicket can be associated with most Offerflow shapes (with the exception of the Start shape and the Wait shape). This ticket denotes theplace in the Offer flow where processing should jump (switch to) when an inbound request isreceived for an in-flight Offer.


Chapter 11: Offers

The InboundTicket is enabled by specifying it as the value for the Ticket Name in the Ticketssection (under Advanced) of the appropriate Offer flow shape, as shown below.

Note: To avoid ambiguity in Offer flow execution, the InboundTicket should be specified on onlyone shape in an Offer flow.

2. On the other hand, if the specified Offer is not currently in-flight for the specified customer, thesystem creates a new Offer object and starts executing the Offer flow on it, in the context of thechannel that was part of the inbound request. If there’s a need to have separate processing pathsfor different channels (say Inbound vs. Outbound, or Call Center vs. ATM), this can be achieved bybranching the Offer flow on Channel at the appropriate place.


Chapter 11: Offers

In the Offer flow snippet above, the flow execution is initially branched based on the channel. Ifthe channel on the input request is Call Center, the Offer flow goes down the Record Responseroute – in this case, the customer is responding to the Offer in the Call Center, and there is no needto send them the Offer email. For all other channels, we send the Offer email and wait for eitherthe customer to respond or the wait duration to expire.

Both the scenarios, outlined above, should be handled in an Offer if it needs to support requests onan inbound channel. Thus, such an Offer should have both:

l A shape designated as the resumption point for inbound requests by having the InboundTicket seton it

l A branch in flow execution for channel-specific paths (as needed)

Note: When integrating with an inbound application (such as NBAA), it is typical to use the Inboundshape to hold the InboundTicket.

Sample Offer Flow

The following sample Offer Flow assimilates the concepts that have been outlined in the previoussections:


Chapter 11: Offers

Significant points in this Offer flow include:

l Initial branching on Channel – Contact Center (CC) vs. Outbound

l Specifying the InboundTicket on the Inbound shape

l Specifying the Inbound Treatment on the Inbound shape

l Waiting for a response after sending out the Offer email

l Branching on the type of response received – Accepted vs. Rejected

l Handing off to a Fulfillment mechanism upon Offer acceptance

l Marking Offer status as appropriate and recording this information to History

Specifying Offer DetailsVarious details about the Offer can be specified on the Details tab of the Offer rule. As mentionedpreviously, an Offer is backed by a Decisioning proposition. It is this backing proposition that servesas the container for all Offer details.

Note: Each Offer detail is a proposition attribute.

Offer details are classified into the following groups:

l Basic Offer Attributes

l Bundle Attributes

l Field Marketing Details

l Custom Attributes

Basic Offer Attributes

Basic Offer attributes are shown in the top part on the “Details” tab of every Offer and include thefollowing:

l Key Code

l Start Date

l End Date


Chapter 11: Offers

l Expected Revenue

l Budgeted Cost

l Expected Response Rate

l Click Through URL – Typically, this is the link to web page or file that provides more details on thisOffer. When this Offer is included in a Real-Time Container, clicking this Offer in the Container willre-direct to the URL specified in this field. Refer to the Real-Time Containers chapter for details.

Note: For proper re-direction, this URL should begin with the protocol prefix - such as http:// orhttps://.

l Image URL – Link to the image to display for this Offer when it is rendered as part of a Real-TimeContainer. Refer to the Real-Time Containers chapter for details.

l Offer Image – Image (uploaded in PRPC) representing this Offer. This image is displayed in theOffer card and Offer selector in Campaigns. Refer to the Campaigns chapter for details.

Bundle Attributes

Bundles attributes are used to specify the bundling settings for the Offer. Refer to the Offer Bundleschapter for more details.

Field Marketing Details

This section is available when your application includes Pega Field Marketing. It containsconfiguration options for using this Offer as a template in Field Marketing Campaigns. Refer to thePega Field Marketing User Guide for details on Field Marketing Campaigns.

The main checkbox in this section allows the user to enable the use of this Offer in Field MarketingCampaigns.


Chapter 11: Offers

Once this checkbox is enabled, the user can configure the following additional options:

l Whether Field Marketing Campaigns based on this Offer must be submitted for approval

l Start and end restrictions on the time period when this Offer can be used in Field MarketingCampaigns

Additionally, the user can also specify a Segment in the Segment Rule field to filter the FieldMarketer's contact list (for Field Marketing Campaigns that reference this Offer) to only those contactsthat are present in the specified Segment. When a Segment is selected, the system displays the lastrun date and population count for the selected Segment. If the selected Segment is yet to be run, aninformational message is displaying alerting the user that the field marketer will not have anycontacts to target with their Field Marketing Campaign.

The above configurations are shown in the example below:

Finally, authorized users can choose whether Field Marketing Campaigns that utilize this Offer shouldignore the global exclusion list. Refer to the Exclusion List chapter for details.


Chapter 11: Offers

Custom Attributes

These are displayed in the Custom Attributes section on the Details tab of an Offer. This list includesattributes from all three levels - top, issue, and group. Custom top level attributes are commonacross all Offers. The set of custom issue and group level attributes differs from Offer to Offer, basedon which attributes have been specified for the particular issue and group, to which the Offerbelongs.

Creating a New Attribute

In order to specify a new Offer detail, the backing proposition attribute must first be created.

To add a new custom attribute:

1. Go to the Proposition Management landing page. This page is accessible in the Pega Marketingportal via: Configuration > Decision Management > Proposition Management

2. Use the controls in theHierarchy tab to perform the desired action, as described in the followingtable.

To DoCreate a top level attribute Ensure Top Level is selected under the Business issues & groups

tree. Click the New Property… button to launch the New form.

Create an issue or group levelattribute

Select the appropriate issue and/or group in the Business issues& groups tree. Click the New Property… button to launch theNew form.

3. Specify theName and Type of the new attribute in Create Property form and click Create.

The next steps vary based on whether the application utilizes Decision Data rules to versionpropositions.

l Application doesn't version propositions - No further action is needed.

l Application versions propositions - The new attribute must be added to the Decision Data rule ofeach group where it needs to be utilized. This process is described below.


Chapter 11: Offers

Adding an Attribute to a Group's Decision Data Rule

1. Open the Decision Data rule for the group. This rule can be opened by clicking the link in theDecision data records grid after selecting a group in the Hierarchy tab of the PropositionManagement landing page.

2. Check out the Decision Data rule.

3. Switch to the Form tab.

4. Click Add property.

5. In the new row, find and select the newly created attribute in the Identifier column.

6. Save the rule and check it in.


Chapter 11: Offers

Testing the Offer FlowOnce the Offer Flow has been created and configured, it can be tested against seed customers toensure the various paths of Offer Flow execution are working as expected. The Test Offer tab liststhe various configuration options for setting up the Offer test.

This includes the following options:

l Select Recipients – Select a Seed List for executing the Offer test. The Offer test will be executedfor each seed in the Seed List. All the data associated with the seed will be available as customerdata in the Offer test execution and will be used (if referenced) in the various Offer Flow shapes.Refer to the “Seed Lists” chapter for information on configuring a Seed List.


Chapter 11: Offers

l Select Starting Point – Select an Offer Flow shape from where the Offer test should begin. Allshapes present in the Offer Flow (with the exception of the End shape) are listed in the StartingPoint drop-down and can be selected as the starting shape.

l Select Channel and Direction – Specify the channel and direction of communication for theOffer test. These values are particularly useful in testing different branches of Offer Flow executionwhich are dependent on the channel or direction.

Once the Offer test settings have been configured, the Offer can be tested via the Test Offer button.At this point, the Offer is first saved. If the offer can be successfully saved, the test is submitted forexecution. If the test path includes correspondence, this will be sent to the entries in the specifiedSeed List. Any response links that are present in the communication will be active and visible to therecipients. Recipients can click these links to test the response handling paths of flow execution.Information will not be captured for these responses in History.

Any errors in the test are reported at the top of the Test Offer tab. Once these are corrected, the testcan be re-executed.

A success status is displayed upon successful commencement of the Offer test.

The Track Results section lists the progress of recently executed and currently running tests.


Chapter 11: Offers

After configuring the Test Offer tab, the test process can also be initiated directly from a shape in theOffer Flow by utilizing the Test Offer from Here right-click menu item. This will trigger the Offer testusing the settings specified on the Test Offer tab, with the starting point set to the triggering shape.

Monitoring Waiting OffersAfter configuring an Offer and propagating it to customers via Campaigns, marketers can monitor theOffer's progress and, if necessary, perform certain actions on active Offers. The Wait Volumes overlayprovides this capability. Marketers can use this overlay to perform the following actions:

l View waiting Offer counts

l Update expiration time for waiting Offers

l Stop waiting Offers

View Waiting Offer Counts

Applying the Wait Volumes overlay on a particular Offer displays the number of waiting instances ofthe Offer for the selected Campaign. The overlay displays this count for each wait-enabled shape inthe Offer.

To view this overlay, perform the following steps:

1. Select theWait Volumes item from theOverlay toolbar menu in the Offer canvas.


Chapter 11: Offers

2. Specify the Campaign for which you wish to view waiting Offer counts. You can specify either thename or the work id of the Campaign.

3. Click Submit.

Upon application of the overlay, the count of Offers waiting is shown on every wait-enabled shape. Inaddition, the name and work id of the selected Campaign is displayed in the canvas toolbar next tothe Overlay menu. The count shown on each shape represents the number of instances of the Offerthat are waiting at the shape and have been initiated as part of the selected Campaign - either via ascheduled run or via a triggered Event.

Hovering over the count on a shape displays an expanded view of the overlay with links to performthe Update wait time and Stop offers actions.


Chapter 11: Offers

Note: Action links in the overlay are disabled when no Offers are waiting at the correspondingshape or if an action is currently being applied.

To view the wait volumes for a different Campaign, re-apply the overlay (by following steps 1-3above) and select the desired Campaign.

To remove the applied overlay, select the None item from the Overlay menu.

Update Expiration Time for Waiting Offers

TheUpdate wait time overlay action enables marketers to update the time left before instances ofthe Offer waiting at a particular shape expire. An example use case for this action would be to grantcustomers more time to respond to an Offer.

To initiate this action, click the action link from the overlay detail pane.

Then, choose one of the following options to set the new wait expiration time:

l Offset - Select this option to increment the current expiration time of each waiting Offer by aspecified duration. Use the Days, Hours, andMinutes fields to specify the desired offset.


Chapter 11: Offers

l Date/Time - Select this option to set the expiration time of each waiting Offer to a specified futuredate and time. Specify the desired date and time.

Click Submit to update the expiration time of waiting Offers. The system performs this update in thebackground. During this time period, a busy message is shown at the top of the Offer rule and allfurther overlay actions are disabled.

Upon completion of the update, a confirmation message is displayed along with the number ofwaiting Offers that were updated.

Stop Waiting Offers

The Stop offers overlay action enables marketers to stop execution of all instances of the Offer thatare waiting at a particular shape. This provides granular control over the processing of the Offer flow.For example, if we had an Offer with an initial outreach (Email, SMS, etc.) followed by otherdownstream processing. If the outreach was under-performing or if the Offer was no longer viable,the marketer could stop all instances waiting at the outreach shape without impacting any customerswho had already responded and progressed to a later stage in the Offer flow.

To initiate this action, click the action link from the overlay detail pane.


Chapter 11: Offers

Confirm the stop request by clicking Submit. Upon submission, the system performs the update inthe background. During this time period, a busy message is shown at the top of the Offer rule and allfurther overlay actions are disabled.

Upon completion, a confirmation message is displayed along with the number of waiting Offers thatwere stopped.


Chapter 11: Offers

Chapter 12: TreatmentsA treatment is the definition of the content that is delivered to a customer as part of an Offer over aspecific communication channel. The system provides support for four kinds of treatments – Email,Passbook, Section, and SMS. Each of these types is further explored in subsequent sections.

Treatment rules are primarily accessed from and created in the context of Offers. When designing theOffer, users can use the property panel of appropriate Offer shapes (e.g. Send Email, Send SMS, etc.)to review existing treatments of the corresponding type. To create a new treatment, the user simplyneeds to type in the desired name and click the magnifying glass to launch the Create form for thetreatment.

Treatments can be defined at the top level or can be categorized into issues and groups. The systemautomatically selects the issue and group in the Create form using the corresponding values from theOffer rule. Users can change these selections to store the new treatment at a different hierarchicallevel.

Email TreatmentsA newly created Email Treatment starts out with input fields - for Subject and Key Code - and a blankcanvas to compose the email content, as shown below.


Chapter 12: Treatments

The Email Treatment rule includes the following tabs:

Tab Name PurposeTreatment Create the contents of the Treatment. Refer to Configuring the Email Treatment.

Test Message Test the content and format of this Treatment by sending it. Refer to Testing the Email Treatment.

History Specify the Description and Usage information for this Treatment.

Configuring the Email Treatment

The Subject field allows the user to specify the subject for the email. The email subject can be statictext, a property reference, or an expression which combines both static text and property references.



The user can also utilize the Key Code field to specify a code for the Email Treatment. This code canbe used by downstream functionality, such as the Send Email shape in the Offer canvas.

When the Track Email Open Rate checkbox is enabled, the system automatically captures emailopens (impressions) in Interaction History. This setting is enabled by default in a new EmailTreatment.

The Email Treatment Editor enables the user to design high quality treatments to send to customers.This editor supports two modes of editing:

l Design – This is the default editing mode. In this mode, users can enter free-form content and usea wide array of editing tools to format this content. To apply formatting to content; select thecontent first and then, use the formatting icons to update the content’s format.

l Source – This mode is for advanced users and provides direct access to the source HTML for thistreatment. In this mode, the formatting icons are disabled.

Users can switch between the two modes above by toggling the Source button:

The editor also includes an array of buttons to insert content (such as links, images, properties, etc.)into the treatment:

Two of the buttons in this array are essential in designing effective customer-focused treatments.These are further outlined below.

Embedding Relevant Data

Relevant data can be embedded into the treatment via the Insert Property button:

Examples of this data include customer information, offer details, etc.

Upon clicking this button, the Property Parameters dialog can be configured to embed thenecessary data field. In addition to specifying the name of the field to be embedded, users can alsospecify:



l Format – Reference to a Format rule that determines how this field should be formatted.

l When – Reference to a When rule that determines whether this field should be displayed or not.

Embedding a Response Link

Response links can be embedded into an Email Treatment via the Insert Button button:

Clicking this button opens the Button Parameters dialog. This dialog presents the user with avariety of options for configuring the response mechanism for the treatment. The type of responselink is determined by the value selected in the Function drop-down. The following options areavailable:

l Accept Offer - This option embeds a link for the customer to accept the Offer. The user mustselect whether to direct the customer to a response screen or to an external URL.

l Decline Offer - This option embeds a link for the customer to decline the Offer. The user mustselect whether to direct the customer to a response screen or to an external URL.



l Open Internal Page – This option embeds a link to launch an internal page. The user must specifythe name of the response screen (internal page).

l Open External URL – This option embeds a link to launch an external URL. The user must specifythe external URL to open.

Tracking Click Rate

For each of the above functions, the user can enable the Track Click Rate option. The systemautomatically tracks clicks (in Interaction History) for any response links that are generated with thisoption enabled. This setting is enabled by default.

Redirecting to a Response Screen

This option is available for the Accept Offer, Decline Offer, and Open Internal Page links. The user canconfigure a response screen to be displayed when the customer clicks on a response link in the Offeremail. This response screen is an internal page in the application and is typically configured using aSection rule.

l For Accept Offer and Decline Offer, the response screen value is defaulted to the value configuredby the application administrator. In these cases, a typical response screen should represent aconfirmation for the action taken by the customer (accept or decline) and any other informationthat needs to be presented.



l For Open Internal Page, the response screen can be considered as a page to provide moreinformation on the Offer. This page can contain appropriately configured action buttons (such asaccept and decline) that the customer can use to respond to the Offer.

If the value for the response screen is not set, the out-of-the-box default response screen(DefaultEmailResponse) will be used. Both customer and Offer data are available to be referencedwhen building and configuring a custom response screen.

Note: Response screens must be created in the PegaMKT-Work-Offer class.

Redirecting to an External URL

This option is available for the Accept Offer, Decline Offer, and Open External URL links. The user canfurther choose whether relevant Offer Data should be included while re-directing to the external URL.If selected, these values are passed as URL parameters to the external URL being launched. Thefollowing parameters are furnished:

l C – Customer ID

l R – Customer response

l I – Issue of the Offer

l G – Group of the Offer

l O – Name of the Offer

l T – Name of the Email Treatment

l W – ID of the Campaign Run that initiated the Offer

l RA – Rank of the Offer in the Campaign Run (batch output) table

l OU – Name of the Campaign Run (batch output) class containing the Offer instance

Adding Style Options

The following style options can be specified for the response link:

l Button Text – The text that is displayed to the user as the link

l Button Image – Reference to an image that is displayed alongside the link

l Custom Style – CSS formatting style that should be applied to the link



Previewing Included Sections

The Show the preview of included section checkbox (at the bottom of the Email Treatmenteditor) enables users to preview sections inline in the editor.

Testing the Email Treatment

The Test Message tab on the Email Treatment provides an easy way to test the look and feel of theEmail Treatment when it is actually delivered.

The following options are available for configuring the test message:

l To – Recipients of the test email. Select either Test Recipients or Seed List.

Test Recipients - Enter list of recipients. Each entry can either be the Operator ID of an existinguser in the system or a valid email address. If the operator ID is entered, operator informationsuch as the name and email is populated as the customer data and the test email is sent to theoperator’s email address.

Seed List - Select a predefined Seed List as the intended recipients of the test email. The datafor each seed is populated as the customer data and is visible (if referenced) in the test email. Inthis case, the Email 1 column in the Seed List (.pyEmail1 property) specifies the email addressto which the test email is sent. Refer to the Seed Lists chapter for information on configuring a



Seed List.

l Subject – Enter the subject for test email.

l Test Account Settings – Specify Email Account settings for the test email.

Use Default Email Account - Select this option to use the Default outbound Email Account.

Specify Email Account - Select this option to specify the outbound Email Account to use fordelivering the test email. Specify the account name in the Account field.

From/Reply To : Use Email Account Settings - Select this option to use the sender’s nameand reply-to address that is configured on the Email Account being used.

From/Reply To : Use Operator Settings - Select this option to use the name and emailaddress of the current operator for these values.

From/Reply To : Override Account Settings - Select this option to specify the sender’s name



and reply-to address for the test email. Specify these values in the From and Reply To fields.

After the test message has been configured, it can be sent via the Send Test Message button.

Upon clicking this button, the Email Treatment is saved and the test email is sent to the specifiedrecipients. The status of the test is displayed.

Any errors in the test delivery are displayed in case of a failure. These can be corrected and the testemail can be resubmitted for delivery.

Passbook TreatmentsPassbook is an application available on iOS devices (such as iPhone or iPod touch) that can be usedto store things (termed passes) such as boarding passes, tickets, and coupons. These passes can beused to perform appropriate tasks, such as checking in to a flight or redeeming a coupon.



A Passbook Treatment enables marketing users to design the contents of a pass using interactivetools and a preview pane that displays a rendering of the pass based on the user’s configurations.Users can configure each element of a pass, preview the impact of their changes, and test thegenerated pass by sending it as an email attachment.

Each pass is associated with a pass style. This style determines the overall visual appearance of thepass and impacts the placement of different fields on the pass. Currently, the system supports thefollowing Passbook Styles:

l Coupon – Appropriate for coupons, discounts, and special offers

l Generic – Appropriate for all other uses

Users must select the Passbook Style for the pass as part of creating a new Passbook Treatment.Users can’t change the style of a Passbook Treatment while copying.

A newly created Generic Passbook Treatment starts out as shown below.

The Passbook Treatment rule includes the following tabs:



Tab Name PurposePassbookDetails

Configure the contents of the pass and preview how the pass will be rendered. Refer to Configuring PassElements.

Advanced Configure how pass updates should be handled. Refer to Configuring Advanced Passbook Options.

Test Message Test the content and format of this Treatment by sending it. Refer to Testing the Passbook Treatment.


Note: For more details on Passbook, refer to Apple’s Passbook Programming Guide, available at:https://developer.apple.com/library/ios/documentation/userexperience/conceptual/PassKit_PG/Chapters/Introduction.html

Configuring Pass Elements

The various mini-tabs in the Passbook Details tab allow users to configure and preview differentelements of the pass. The system automatically updates the preview pane as the configurationsettings in the tabs are changed.

General tab

Use this tab to configure the following general settings for the pass:

Category Name PurposeKey Code Key Code Marketing key code for the pass. This can be displayed on the pass and/or can be used

internally for tracking purposes.

Description AccessibilityDescription

Description that the device will use for accessibility to differentiate this pass from otherpasses

VisualElements

Pass icon Icon that the Apple device shows with the pass on the lock screen and in iOS apps (such asMail) when representing this pass. A preview of the selected icon is shown next to the field.

VisualElements

High-res (or2x) pass icon

High-res version of the pass icon(used in Retina displays)

VisualElements

Strip image(Couponsonly)

Image that displays behind the Primary fields

VisualElements

Thumbnailimage(Genericpasses only)

Image that displays to the right of the Primary fields

Colors Large textelements

Color used for the values of the fields shown on the front of the pass

Colors Label text Color used for the labels of the fields shown on the front of the pass



https://developer.apple.com/library/ios/documentation/userexperience/conceptual/PassKit_PG/Chapters/Introduction.html

https://developer.apple.com/library/ios/documentation/userexperience/conceptual/PassKit_PG/Chapters/Introduction.html

Category Name Purposeelements

Colors Backgroundof thepassbook

Color used for the background of the front and back of the pass

For images, users can use the gear icon to launch the Image Catalog, which can be used to searchand select the desired image.

For specifying colors, users can either directly enter the hex code for the color or click the colorsquare (next to the input box) to launch the color picker. The Standard tab provides commonly usedstandard colors while the Custom tab provides multiple ways to select the desired color.

Pass Header tab

Use this tab to configure the pass header. This tab is split into the following two sections:

l Header Visual Appearance

l Header Fields

Header Visual Appearance

Use the following settings to configure the header logo:

Name PurposeMain logo Logo image that displays at the top left corner of the pass

High-res (or 2x) logo High-res version of the logo icon(used in Retina displays)

Logo text Optional text that displays next to the logo icon



For images, users can use the gear icon to launch the Image Catalog, which can be used to searchand select the desired image.

Header Fields

Use this section to add fields to be displayed in the pass header. Users can configure a maximum ofthree fields for the header. Header fields are the only fields that are visible when the pass is stackedwith other passes in the Passbook app. They should be used sparingly to show only the most vitalpass information.

Refer to Configuring Pass Fields for details on configuration options for pass fields.

Primary tab

Use this tab to configure the primary field for the pass. The primary field typically contains the mostimportant pass information and is displayed prominently.


Secondary tab

Use this tab to configure the secondary fields for the pass. Users can configure a maximum of foursecondary fields. Secondary fields are less prominent than the primary field and are typically shownin a smaller font size. Users should specify secondary fields in the order of their importance.


Auxiliary tab

Use this tab to configure additional fields to display on the pass. Users can configure a maximum offour auxiliary fields. If secondary fields are present, they will take precedence over auxiliary fields.


Note: In most cases, coupons and generic passes can have a maximum of four secondary andauxiliary fields, combined.

Barcode tab

Use this tab to specify the barcode configuration for the pass. Users can include a barcode in the passand configure the data contained in the barcode. Users can also choose to display a text messagebeneath the barcode. The barcode inclusion in a pass is optional and users can choose to create apass without a barcode.

The system provides support for the following barcode formats:



l Aztec

l Quick Response (QR) code

l Portable Data file (PDF) 417

After selecting the barcode format, users need to select what should happen when the barcode isscanned. The system provides support for the following two options:

l Register a positive response when a barcode is scanned

Select this option to have the system record a positive response for the Offer through which thispass is delivered. In this scenario, the system injects a callback link with pertinent details. Whenthe pass’s barcode is scanned, the injected link invokes appropriate the service on the system andthe positive response is captured.

l Customize the barcode data

Select this option to specify the data to be stored in the barcode. The barcode format determinesthe amount of data that the barcode can contain. Refer to the official documentation for each ofthese formats for more details on their data limits. In this scenario, no response is captured aspart of scanning the barcode. Response capture (if needed) must be handled in a different part ofthe process.

Users can also choose to specify a text message that will display with the barcode. This field can beused to display human-readable information (such as coupon codes or membership numbers). Thisis particularly useful if the pass can be used at places where a barcode scanner might not beavailable.

Finally, some barcode scanners require the data encapsulated in the barcode to be encoded. Userscan specify the encoding to use or use the default encoding (ISO 8859-1).

Relevance tab

Use this tab to configure locations at which this pass will be relevant. Users can specify up to tenlocations. When a holder of this pass is at (or within) one of the specified locations, the specifiednotification message is displayed on the holder’s device. For each location, the user can specify:

l Location information - Users can either select a Geofence rule or directly specify the latitude andlongitude of the location. Refer to the Geofences chapter for more details on the Geofence rule.

l Notification message – Users can specify the message to display on the pass holder’s device whenthe holder is at or within the specified location.



Back tab

Use this tab to configure fields to display on the back of the pass. Users can specify up to twentyfields for the back of the pass. Users can use back fields to specify fields that are too long for thefront of the pass (e.g. terms and conditions) or any other additional information that may be helpfulfor pass holders. If the contents of the back exceed what can be displayed on the screen at once, passholders are able to scroll through the contents.


Configuring Pass Fields

Users can add and remove fields from the various tabs by using the appropriate links displayed overthe grid, as shown below:

For each field, users must specify the following:

l Type – Type of the field. Choose from a wide variety of supported types, such as String, Number,Date, and Currency. For back fields, the type is String and can’t be changed. For Date, DateTime,and Time, use the corresponding Dynamic option if the value is a property reference.

l Label – Label of the field. In most cases, the field label is displayed above the field value.However, for coupons, the primary field’s label is displayed below (and less prominently than) thefield value. The label can be static, a property reference, or an expression. Users can use themagnifying glass icon to open a referenced property and the gear icon to launch the expressionbuilder.

l Value – Value of the field. The value can be static, a property reference, or an expression. Userscan use the magnifying glass icon to open a referenced property and the gear icon to launch theexpression builder.

l Format – Format used to display the field. Users can specify formats for all field types with theexception of String. The list of available formats depends on the type of field. Since back fields areof type String, the Format option is not available for back fields.

l Alignment – Alignment of the field text. Users can select the desired alignment for all fields with



the exception of primary fields in coupons using one of the alignment buttons.

Note: For specific details on the various elements involved in pass creation (such as images, fields,and barcodes), refer to the “Pass Design and Creation” chapter of Apple’s Passbook ProgrammingGuide, available at:https://developer.apple.com/library/ios/documentation/userexperience/conceptual/PassKit_PG/Chapters/Creating.html

Configuring Advanced Passbook Options

The Advanced tab in the Passbook Treatment rule form enables the user to configure how updatesto passes should be handled. The system provides support for two options when the same pass issent multiple times to a customer (pass holder):

l Send a new pass every time a new offer or program uses this treatment

In this option, the system will send out a new pass each time this Passbook Treatment is used in anew Offer or Campaign.

l Keep updating the pass even if different offers use this treatment

In this option, the system will update the existing pass when this Passbook Treatment is used in anew Offer or Campaign. The pass update will be propagated to the customer’s device using theupdate mechanism specified in the Send Passbook shape on the Offer canvas. A treatment withthis option enabled is frequently referred to as a global treatment.

Testing the Passbook Treatment

The Test Message tab on the Passbook Treatment provides an easy way to test the look and feel ofthe Passbook Treatment when it is actually delivered. Users can test the look and feel of the emailcontaining the pass and the actual pass itself (by opening the attached pass).

Configuring and Sending the Test Email

The configuration options available in this section are identical to those available for testing EmailTreatments.



https://developer.apple.com/library/ios/documentation/userexperience/conceptual/PassKit_PG/Chapters/Creating.html

https://developer.apple.com/library/ios/documentation/userexperience/conceptual/PassKit_PG/Chapters/Creating.html

Reviewing the Test Pass

When the test email is opened on an iOS device (such as an iPhone or iPod touch), the attached passis shown with the selected pass icon and the organization name.

Click the pass to open it – the front of the pass is displayed. Click the icon to view the back of thepass. Use the Done button to return to the front of the pass. Use the Add button to add the pass toyour passbook.

Front of the test pass Back of the test pass

SectionsA newly created Section starts out as shown below.



For more information about creating Sections, refer to the Pega 7 Platform documentation.

Note: Unlike other marketing artifacts, a Section rule does not show Issue and Group drop-downs inthe Create form. However, these are still correctly set using the values from the Offer rule. TheApply To setting of the Section rule is automatically set to correspond to the issues and group classunder PegaMKT-Work-Offer.

SMS TreatmentsA newly created SMS Treatment starts out with an input field for the key code and a blank canvas tocompose the SMS message, as shown below.



The SMS Treatment rule includes the following tabs:

Tab Name PurposeMessage Create the contents of the Treatment. Refer to Using the SMS Treatment Editor.

Test Message Test the content and format of this Treatment by sending it. Refer to Testing the SMS Treatment.


Using the SMS Treatment Editor

The SMS Treatment editor enables the user to specify the contents of the SMS message. Users cansimply type the content of the message into the editor.

The SMS editor provides the following features:

l Character count - As a user types the message content, the editor displays the number ofcharacters in the message. Once the content goes past the length of one SMS message (160characters), the editor also displays the message number along with an informational note to theuser about SMS message lengths.

l Spell check – Users can use perform a spell check via the Check Spelling icon:



Spelling errors are underlined in red. Clicking an incorrectly spelled word provides a list ofpossible corrections. Selecting one of these corrections replaces the incorrect word with theselected suggestion.

Embedding Relevant Data

Relevant data (such as customer information, offer details, etc.) can be embedded into an SMSTreatment via the Insert Property icon:

Upon clicking this icon, the Property Parameters dialog can be configured to embed the necessarydata field. In addition to specifying the name of the field to be embedded, users can also specify:

l Format – Reference to a Format rule that determines how this field should be formatted.

l When – Reference to a When rule that determines whether this field should be displayed or not.

Note: When an SMS message contains embedded fields, the character count is an approximation ofthe message length. Each embedded field counts as 15 characters towards the character count forthe message.



Testing the SMS Treatment

The Test Message tab on the SMS Treatment provides an easy way to test the content of the SMSTreatment when it is actually delivered.

The following options are available for configuring the test message:

l To – Recipients of the test message. Select either Test Recipients or Seed List.

Test Recipients - Enter list of recipients. Each entry can either be the Operator ID of an existinguser in the system or a valid mobile phone number. If the operator ID is entered, operatorinformation such as the name and phone number is populated as the customer data and thetest message is sent to the operator’s phone number.

Seed List - Select a predefined Seed List as the intended recipients of the test SMS message. Thedata for each seed is populated as the customer data and is visible (if referenced) in themessage. In this case, theMobile Phone column in the Seed List (.pyMobilePhone property)specifies the phone number to which the test SMS message is sent. Refer to the Seed Listschapter for information on configuring a Seed List.

l Test Account Settings – Specify SMS Account settings for sending the test SMS message.

Use Default SMS Account - Select this option to use the Default outbound SMS Account.



Specify SMS Account - Select this option to specify the outbound SMS Account to use fordelivering the test message. Specify the account name in the Test Account field.

After the test message has been configured, it can be sent via the Send Test Message button.

Upon clicking this button, the SMS Treatment is saved and the test SMS message is sent to thespecified recipients. The status of the test is displayed. Any errors in the test delivery are displayed incase of a failure. These can be corrected and the test message resubmitted for delivery.



Chapter 13: TemplatesA Marketing Template is the definition of the content that should be written to an external source aspart 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 aDatabase Template. This includes the following shapes:

l Send Email

l Send SMS

l Send Generic

l Sent Multiple Treatments

Like most other marketing artifacts, Templates can be created at the top level or can be categorizedunder Issues and Groups. The categorization level of the Template determines the attributes (Offerdetails) that are available for use within the Template.

Both File and Database Template rules have the following tabs:

Tab Name PurposeDefinition Configure the output location and the writing mode. See Configuring Output Destination.

Details Specify the contents to be written to the output source. See Configuring Output Content.

Finalize Configure schedule options, delivery options, and post-processing activity. See ConfiguringFile/Table Finalization.

History Specify the Description and Usage information for this Template.

File TemplateFile Templates are listed on theOutbound tab of the File landing page. This landing page isaccessible in the Pega Marketing portal via: Configuration > Settings > Channels > File


Chapter 13: Templates

Database TemplateDatabase Templates are listed on theOutbound tab of the Database landing page. This landingpage is accessible in the Pega Marketing portal via: Configuration > Settings > Channels >Database

Configuring Output DestinationThe following output destination configurations are available (on the Definition tab). Some of thisinformation can also be directly entered in the Create or Save As dialog when creating or copying aTemplate.

Name Mode PurposeFile Path File Path on the systemmachine where the output file should be

stored

File Name File Name of the output file where the output content will be written

Database Database Name of the Database rule to use to create the output table

Table Database Name of the table where the output content will be written

Overwrite existing File, Whether existing output content should be over-written



Name Mode Purposedata Database

Append to existingdata

File,Database

Whether new output content should be appended to existingcontent

A sample File Template with its output destination configured is shown below:

When the Template rule is saved, the system performs the following validations on the outputdestination:

l File Template:

Specified file path must be a valid directory

Write access must be available for the specified file path

Administrator Note: Output file paths must be accessible by all configured system nodes.

l Database Template:

Should be able to connect to the specified database

Should be able to create tables in the specified database

Configuring Output ContentThe actual content that needs to be written to the output destination is configured via the Detailstab. This content can include both data attributes and static text. When writing to an output file, users



can choose to also specify header and footer information.

Specifying Header and Footer Information

This option is only available in File Templates. The following information can be added as part of thefile header or footer:

l Free form text – Any text specified by the user

l File name – Name of the output file

l Record Count – Number of records at the time of finalization

l Column Heading Names – This option is only available for the file header and when the writemode is Overwrite. If this option is selected, column headers will be written to the output file uponfile finalization.

Specifying Output Fields

The following types of information can be added as part of the Fields list:

l Data Fields – Any relevant data fields (such as customer information, Offer details, etc.)

l Text – Free form text entered by the user

TheName column in the grid denotes the name of the database column or file column header, whilethe Content column denotes the actual value for the individual records.

For File Templates, the user can also specify a format for dates and numeric fields. When one ofthese fields is selected in the Content column, the Format column is loaded with the appropriate setof available formats.

A sample File Template with its output content configured is shown below:



Note: Upon execution of a Database Template, the columns created in the corresponding databasetable are of type varchar and of size 100.

Configuring File and Table FinalizationWhen the necessary output content has been written to an output file or database table, it can befinalized. Finalization results in any pending data to be written to the output file or table. For the“overwrite existing data” mode of writing, upon finalization, the staging “.Lock” file or “_LOCK” table isconverted to its proper version without the lock in the name.

Finalization can be triggered in the following two ways:



l Manually by the user

Users can choose to finalize a file or table by selecting either the Finalize or Finalize andDownload action on a particular entry from the File or Database landing page.

l Automatically by the system based on a schedule

The Schedule for finalizing a file or table can be specified via the Schedule options on the Finalizetab. Enable the Enable Schedule checkbox and configure the desired schedule options.

Users can choose to send email notifications in either one or both of the finalization trigger scenarios.To enable notifications, enable the checkbox for the desired scenario(s) in the Delivery Optionssection. Configure the recipient(s), subject, and body of the notification email. For File Templates,users can also choose to attach the finalized file to the notification email.



Note: The recipient of the finalization email must be an operator in the system. The finalizationemail will be sent to the email address associated with the operator’s record.

Note: For File Templates, if the finalized file is greater than 5 MB and the Attach File option isenabled, a small chunk of the file's contents are attached to the notification email. Users candownload the entire file from the File landing page.

Finalization also serves as a hook for a post-processing activity, if one is specified. An example usageof this could be to upload the finalized file via FTP to a processing system. The post-processingactivity can be configured in the Advanced section of the Finalize tab, as shown below:



File and Database Landing Page ActionsThe File and Database landing pages provide various actions (via the Actionsmenu) that can betaken on a specific template. The set of available actions depends on the status of the output file ortable. This includes the following actions:

l Download - (File only) Download the output file.

l Finalize – Trigger finalization of the output file or table.

l Finalize and Download – (File only) Trigger finalization of the output file, and then downloadthe resulting file.

l Preview – (Database only) Presents a CSV file containing a subset of the contents in the databasetable. The number of records returned in the preview file is configurable by the applicationadministrator.

l Retry – In case of a failure, this option can be used to retry writing the records to the appropriateoutput file or table.



Chapter 14: Offer BundlesIn typical marketing scenarios, it is often desirable to group offerings into bundles. There may bevaried reasons for doing so, such as incentives, logistics, etc. To address this marketing need, thesystem provides support for grouping Offers into bundles.

Offer Bundling Basics

Offer Roles

Offers in an Offer bundle can be categorized into the following two roles:

l Parent Offer - Each bundle must have one parent Offer. Typically, the Offer flow for the parentOffer will propagate the offering of its member Offers. For example, the parent Offer flow willsend an email with details about its member Offers and action links to respond to the Offers.

l Member Offer - Each bundle can have multiple member Offers.

Offer Bundle Types

The system supports three modes of Offer bundling. These modes are henceforth referred to asbundle types.

l Fixed Bundle - This bundle type should be used when customers must purchase the bundle inits entirety (all members). In this mode, the parent Offer flow is the only flow that is processed. AllInteraction History (IH) records are recorded for the parent bundle and all of its members. Anyresponse will progress the parent offer flow.

l Flexible Bundle - This bundle type should be used when customers can purchase the entirebundle or can pick individual members to purchase. In this mode, the parent Offer flow is used asa container for distributing communication about the collection of offerings. A response to anindividual offering will only start that member's Offer flow. Any IH recording in the member Offerflow will record information for the member Offer and the parent Offer. Responding directly tothe parent bundle Offer will trigger all member Offers that haven't been started. However, theparent Offer flow will not progress.

l Grouped Offers - This bundle type should be used when the user has a selection of Offers theywish to market together to the customer. The individual Offers themselves may not have anycorrelation to each other. In this mode, (similar to the flexible bundle mode) the parent Offer flowis used as a container for distributing communication about the collection of offerings. A response


Chapter 14: Offer Bundles

to an individual offering will only start that member's Offer flow. However, unlike a flexiblebundle, any IH recording in the member Offer flow will only record information for the memberOffer. Responding directly to the parent bundle Offer will not start any of the member Offers, butwill progress the parent Offer flow.

The differences in the behaviors of the three bundle types are summarized in the table below:

Scenario Fixed Bundle Flexible Bundle Grouped OffersOffer initiation - Start the parent Offer

flow

- Record initial IH entryfor parent and allmembers

- Start the parent Offer flow

- Record initial IH entry for parentand all members

- Start the parent Offer flow

- Record initial IH entry for parentand all members

Respond to Email linkfor bundle (allmembers)

- Resume the parentOffer flow

- Start all member Offer flows thathaven’t been started

- Parent flow does not resume

- Resume the parent Offer flow

Respond to Email linkfor individual Offer

- Resume the parentOffer flow

- Start or resume the member Offerflow

- Start or resume the member Offerflow

Update Status shapein parent Offer

- Record IH responsefor parent and allmembers

- Record IH response for parent andmember Offers that haven’t beenstarted

- Record IH response for parent andmember Offers that haven’t beenstarted

Update Status shapein member Offer

N/A(since member Offer isnever started)

- Record IH response for memberand its parent

- Record IH response for memberonly

Parent Offercompletion

- Complete parent andall member Offers

- Complete parent andmemberOffers that haven’t been started

- Complete parent andmemberOffers that haven’t been started

Member Offercompletion

N/A(since member Offer isnever started)

- Complete member Offer only - Complete member Offer only

Note on Offer Bundles and Volume Constraints: Volume Constraints are currently onlyapplied for fixed bundles.

Specifying Offer Bundle SettingsThere are two ways to specify the Offer bundle settings for an Offer.

Using the Details Tab on the Offer Rule Form

The Details tab on the Offer rule form contains the Bundle Attributes section which can be usedfor specifying the following bundle settings.



l Bundle Name - Specify the name of the Offer bundle. This name should be the same for all Offers(both parent and members) in the bundle.

l Offer Role - Specify the role this Offer will play in the bundle. Select Yes if this Offer is a parentOffer, otherwise select No. Also, select the bundle type for the parent Offer.

Specifying Bundle Characteristics in the Strategy

Bundle characteristics for Offers can also be directly specified in Strategies. Strategies can also beused to override the bundle settings specified on the Offer. The settings on the Offer Details tab canbe considered as defaults, which can be overridden in Strategies (if desired).

The following example illustrates setting bundle characteristics using a Strategy rule.



For the parent Offer, the bundle type is specified ("FixedBundle", "FlexibleBundle", or"GroupedOffers") and the bundle parent flag is set to true.

For all Offers (parent and two members), the bundle name is specified. In the above example, theparent Offer's name is used as the bundle name.

Designing Offer Flows for BundlesWhen designing Offer flows for bundled items, the user must take into consideration the role of theOffer. For the parent Offer, the flow can also be tailored differently based on the bundle type.

Designing the Parent Offer

The parent Offer flow is responsible for sending out the email containing details of the bundle and itsmembers. This email can also contain links to respond to the bundle and/or individual Offers. Thisinitial responsibility is the same across all three bundle types. Once the email has been sent, thebehavior of the parent Offer flow typically varies slightly based on the bundle type.

Fixed Bundle

In a fixed bundle, the parent Offer flow is responsible for handling responses received for the bundle,as shown in the flow snippet below.



Flexible Bundle

In a flexible bundle, the parent Offer flow is only responsible for the initial communication of theOffer bundle. Responses received for the bundle will not progress the parent flow. A simple parentflow is shown below.

Grouped Offers

In a grouped bundle, the parent Offer flow is responsible for the initial communication. Typically,bundle-level response links are not provided in this mode. If a bundle-level link is made available, theparent Offer flow will be resumed. This could be used to trigger a follow-up email with moreinformation and/or update Interaction History records for the parent and all member Offers thathaven't been started.

Designing Member Offers

The flow for a bundle member Offer differs slightly from typical Offer flows since the initialcommunication of the Offer has already been made by the bundle parent Offer. The Offer flow alsodiffers based on the bundle type.



Fixed Bundle

In a fixed bundle, the member Offer flow is never started. Thus, the member Offer flow can simplybe an empty flow.

Flexible Bundle and Grouped Offers

In both these modes, the member Offer flow is started (or progressed) when a response is received.With the exception of the initial Offer communication, these flows can be designed just like standardOffer flows.

Designing Email Treatments for BundlesWhen designing Email Treatments for bundles, the user needs to consider the type of the bundle. Atypical Email Treatment for an Offer bundle includes an overall description of the bundle and detailsfor each of its members. Additionally, based on the bundle type, response links can be provided atthe bundle and/or the member level.

The top level BundleTemplate Email Treatment is provided as an out-of-the-box sample.

This treatment includes the following salient pieces of a bundle Email Treatment:

l Bundle name - References .OfferData.BundleName property

l Response link for bundle – Added using the Insert Button functionality

l Impression capture - References RecordImpression section. With bundles, it is typical to includethe impression capture section at the parent level.

l Member details - References BundleTemplate section. This section uses the BundleOfferMembers



page list property to display the member Offers in a grid with accept and reject response links foreach member.

The BundleOfferMembers property is populated at runtime to contain details of the variousbundle members. This can be used in dynamic containers such as the repeating grid. Users canalso make static references to member offers in this page list. For example, to display the name ofthe first Offer in the bundle, reference the .BundleOfferMembers(1).OfferData.pyName property.

Another common usage pattern is to update the grid in the BundleTemplate (or equivalent) sectionat the top level (PegaMKT-Work-Offer) to include a sub-section for displaying relevant Offerinformation, say MemberOfferDetails. Users can then create a top-level version of this section toserve as a base for all member Offers. To customize the details for a particular issue or group, theuser simply needs to override the details section in the appropriate issue or group class.



Chapter 15: MicrositesA Microsite is a collection of one or more pages which can function as a standalone entity. Micrositescan be standalone or can be embedded into existing websites. They can be used for variousmarketing purposes, such as product announcements and lead generation.

Microsites are listed in the Microsites landing page, which is accessed from the Pega Marketing portalvia: Content > Microsites

Note: Pega Marketing leverages Pega 7 Platform's stage-based Case Management functionality forbuilding Microsites. Refer to official documentation for more details on this functionality.

Creating a MicrositeTo create a new Microsite, use the Create button on the Microsites landing page.

Note: The Create button is only visible to users that have the CanCreateMicrosite Privilege. ThePegaNBAM_FW:MicrositeAdmin Access Role encapsulates this privilege and can be added to desiredAccess Groups.

Provide a name and description for the Microsite. Users can also utilize the Advanced Settingssection to configure advanced options, such as inheritance and ruleset information.

Note: To nest the new Microsite under an existing one, select the existing Microsite in the DerivesFrom (Pattern) field (under Advanced Settings).


Chapter 15: Microsites

Upon clicking Submit, the system creates a new class for the Microsite (with class name PegaMKT-Work-Microsite-<MicrositeName>). The system also creates starter rules for the Microsite in this classand then presents the stage-based Microsite view.

A newly created Microsite starts out with the following stages:

l Load Data

In this stage, customer and Offer data (if available) is loaded so that it can be used by later stages.For this data to be loaded, at runtime, the Microsite must be launched from a customer and/orOffer-aware context. An example of such a context would be an Offer email that was sent to acustomer with a link to the Microsite.

l Display Microsite



In this stage, the Microsite is displayed to the customer. A new Microsite starts with a single page,titled Page 1. Behind the scenes, the system has automatically generated corresponding Flow,Flow Action, and Section rules to support this page. Primarily, users should only modify thesection to specify the contents of the Microsite. To do so, click the step in the stage to select it.Then, click theOpen page button in the right pane to open the backing Section rule.

l Save Data

In this stage, values entered by the customer on Microsite pages are saved. This stage saves twotypes of data:

Offer data – These values can later be used in the progressed Offer flow.

Custom Site data – These values are custom fields created and specified by the users. SeeDefining and Using Custom Fields for details.

l Progress Offer

In this stage, the Offer that initiated the Microsite (e.g. via an email containing a link to theMicrosite) will be progressed along the ResponseReceived path. By default, the response value isset to Accepted.



l Confirmation

In this stage, a confirmation page is displayed to the customer. The identifier of the out-of-the-boxgenerated confirmation page Section rule is Confirm.

Note: The system performs identity matching at relevant stages in the Microsite case lifecycle. Referto the Identity Matching in Microsites section in the Identity Matching chapter for details.

Managing Microsite StagesThe stages listed above are the default stages created for a new Microsite. Users can add and removestages to suit the desired requirements for their Microsites. For example, a Microsite that is notcustomer or Offer-aware wouldn't require the Load Data and Progress Offer stages.

Adding a New Stage

Use the + Add stage placeholder stage at the end to add a new stage.

Deleting a Stage

Use the X icon in the stage header to delete an existing stage.



Reordering Stages

Use the drag icon in the stage header to move the stage to its desired location among other stages.

Configuring a StageEach stage can have one or more steps that it performs. Typical steps for Microsites are provided out-of-the-box and are associated with the default stages, e.g. load data, save site data, progress offer,etc.

A marketing-specific step type is the page. Page steps are quick ways to inject a screen (or page) intothe Microsite process. To add a new page, the user can select the + Add page item in the steps areaof a stage. After the user specifies the desired page name, the system will automatically create thebacking structure (Flow, Flow Action, and Section).

To open the generated Section rule, users can select the page step and click theOpen page buttonin the right pane.

A newly created section is shown below.



Users can customize the section content to include any pertinent information to display to or gatherfrom the customer. TheNext button in the section can be customized as well. This can be done byoverriding the NextButton section in the Microsite class and applying any desired styles to it.

In the Microsite stage view, the X icon on a step facilitates the deletion of the step while the drag iconallows for steps to be moved to their desired position within a stage. When a step is deleted from astage, the backing artifacts are not deleted and this page step can be added back to the stage at alater point.

For advanced configuration, users should utilize the Configure process detail link (at the bottomof the stage) to view the settings for the stage.

This opens the Process Outline view and displays the backing Flow rule for the selected stage. Toreturn to the stage view, users can use the Back to stages button.



Launching another MicrositeSometimes, users may wish to launch a different Microsite at a particular stage in their Microsite.This can be done by using either the Redirect Microsite or the Launch Microsite step, as outlinedbelow.

1. Add a new step or determine the existing step to replace. In this example, a step has been addedto the confirmation stage to redirect to another Microsite.

2. Specify the step name as Redirect Microsite

3. Save the Microsite configuration

4. Click the Configure process detail link to switch to the advanced view.

5. In the newly added step, select the RedirectMicrosite flow from the left navigation.

6. The step configuration will display in the right pane. A message will explain that the selected stepis a base version and must be specialized to edit. Click Specialize.

7. Save the Microsite configuration.

8. Use the Back to stages button to return to the stages view.

9. Select the redirect step and click Open process in the right pane.



10. This should open the specialized version of the RedirectMicrosite Flow rule. Check out this rule (ifapplicable).

11. Open the properties panel for the RedirectMicrosite utility shape.

12. Update theMicrositeClass parameter value to the class of the Microsite to redirect the customerto.

13. Save the Flow and check it back in (if applicable).

Defining and Using Custom FieldsUsers can define custom fields to use in the pages of the Microsite. Any custom field should bedefined in the PegaMKT-Data-Microsite class. In the following example, two custom fields NewValueand ProspectEmail have been defined in the custom data class.

These fields can then be used in a Microsite page to display or capture information. Access thesefields via the CustomSiteData page property on the Microsite class.

Use the Save Site Data step to save the values entered by the customer for custom fields.



Embedding a Microsite Link in an Email TreatmentUsers can use email treatments to provide links to a Microsite. These links can be configured tocontain the customer and Offer context, thereby allowing the Microsite to be customer and/or Offer-aware. Such Microsites can load customer and Offer data, display it to the user, save Offer data(where applicable), and progress the Offer.

The following steps outline the process involved in adding a Microsite link in an Email Treatment:

1. Use the Insert Button functionality on an Email Treatment to configure the Microsite Link.

2. Select Open External URL as the button function.

3. Enter the URL for the Microsite: http://<server>:<port>/MS/index.html?Site=<MicrositeName>

4. To include customer and Offer context in the link, enable the Include Offer Data checkbox.

5. Specify text, image, and style for the link (as desired).

A sample configuration is shown below:

Launching and Testing MicrositesMicrosites can be launched and tested via the following URL:

http://<server>:<port>/MS/index.html?Site=<MicrositeName>

Note: The above URL pattern can only be used for testing and launching Microsites once theMicrosite war (provided as part of Pega Marketing) has been installed and configured by theapplication administrator. Administrators should refer to the installation guide for more details.



Example Microsite ConfigurationsThis section outlines two basic Microsite configurations to demonstrate the use of custom site dataand customer/Offer data in Microsites.

Microsite using Custom Site Data

The following Microsite serves as a basic example of displaying and saving custom site data. ThisMicrosite is not Offer or customer-context aware.

This Microsite shows a simple page with the discounted value for the product and provides an inputfield for customers to sign up.

The Page1 Section rule uses two custom site fields (via the .CustomSiteData page property). A snippetof this section is shown below:

The confirmation section simply displays the previously entered (and then saved) email.



Since this Microsite does not have an Offer context, the NewValue custom data property is initializedvia the pyDefault Data Transform rule in the class of this Microsite.

Note: It is critical that this Data Transform must be in the Microsite-specific class and must have theCall superclass data transform? checkbox enabled.

Upon launching the Microsite launch URL with "Site=SampleMicrosite", the following is displayed:

After entering an email and clickingNext, the confirmation page is displayed:



Microsite using Customer and Offer Data

The following Microsite serves as a basic example of utilizing the customer and Offer context.

This Microsite first loads relevant Offer and customer data. At runtime, the Offer context isdetermined from the URL used to launch the Microsite. This context is then used to load the Offerand customer data. The Microsite then uses this data to display a personalized page to the customerwith pertinent customer and Offer information.

In the above section, customer data is referenced via the .Customer page property, while Offer data isreferenced via the .Offer.OfferData page property.

On the next page, the customer is prompted for their priority code (an Offer data field).



Once the customer enters this information, the Save Site Data step saves the Offer data value (sincethe Microsite is Offer-aware). The Progress Offer step resumes the Offer along theResponseReceived path with an Accepted response. The Offer can utilize the saved Offer data value(Priority Code, in this example) and use it to branch the flow, as shown below:

In the above Offer, the initial email shape sends out a link to the Microsite. If the customer respondsto this Offer (e.g. via the Microsite), the Offer flow uses the priority code (entered via the Microsite) tobranch flow execution.

At runtime, when the above Offer is initiated, the customer gets an email with a link for the Microsite.

Upon clicking the email link, the Microsite is launched with an Offer and customer context. TheMicrosite loads the necessary data from these contexts and displays the first page.



Upon clickingNext, the customer enters their priority code on the next screen.

Upon clickingNext again, the priority code is saved (as Offer data) and the Offer is progressed. TheOffer uses the entered code value to branch flow execution. Finally, the confirmation page isdisplayed to the customer.

Note on Deleting MicrositesTypically, marketing users (and even organizations) do not delete Microsites as they have operationalimpacts. A Microsite is a publicly facing resource and, as such, deleting it will potentially breakcustomer engagement links that are accessible. This results in a bad customer experience. Instead, insuch cases, it is recommended that the user update the Microsite to have customer-facing contentthat suggests the Microsite is no longer relevant (or available).

Administrator Note: In cases that the organization truly wants to remove a Microsite (such as onethat was never made public), administrative users can utilize the Delete a Class wizard to delete theclass (and all contained rules) that backs the Microsite.

Manage Subscription Preferences MicrositePega Marketing provides an out-of-the-box sample implementation of a Microsite that manages acustomer’s subscription preferences. This is labeled the Subscription Microsite and itsimplementation class is PegaMKT-Work-Microsite-Subscription. This Microsite is associated as a Case



Type on the shipped sample application. To use this Microsite with a different application,administrators must add it as a Case Type to the desired application.

Note: The shipped implementation provides a basic infrastructure for supporting customerunsubscribes and management of subscription preferences. As such, custom implementations areexpected to extend the provided functionality and integrate the saved preference data into theirmarketing processes (such as handling customer unsubscribes).

Embedding Subscription Microsite Link

Users can utilize the instructions in the Embedding a Microsite Link in an Email Treatmentsection to add a link to the Subscription Microsite, with the following additional notes:

l URL pattern: http://<server>:<port>/MS/index.html?Site=Subscription

l Since the Subscription Microsite is customer-specific, users must enable the Include Offer Datacheckbox.

A sample link configuration is shown below:

Subscription Microsite Functionality

When a customer receives an Email with the above link, they can click the link to launch theSubscription Microsite, as shown below:



On the primary screen, the customer can select a reason for unsubscribing and click theUnsubscribe button to complete the process.

Implementer Note: To include additional items in the list of unsubscribe reasons, createappropriate field values for the following property:PegaMKT-Data-Microsite.Reason

The next screen displays a confirmation message to the customer.

The customer can also use the link at the bottom of the primary screen to manage their subscriptionpreferences. This launches the Subscription Preferences screen, which lists the variouscommunication channels and the customer’s current subscription preference for each of thesechannels. The customer can update individual preferences or can utilize the last checkbox tounsubscribe from all channels.

These preferences are retained across multiple sessions. When the customer next visits this page, itwill reflect their previous saved subscription preferences. In the screen below, the customer hadpreviously opted out of email communications and, thus, the preference for the email channel isunchecked.



Upon saving the preferences, a confirmation message is displayed to the customer:

Viewing Unsubscribe Data

The shipped application also includes a sample Report Definition that allows marketing users toreview details on customer unsubscribes for the email channel. This report is available in the ReportBrowser under the Subscription category.



Clicking the above link launches the report, which displays a chart for the email unsubscribes in thelast 30 days. The chart groups unsubscribes by Treatment Name. Within each group (bar), there is afurther classification based on the unsubscribe reason.

In addition to the chart, the report also displays an expandable breakdown of unsubscribes byreason:



Clicking on a region in the chart (or an expanded row in the reason breakdown) switches the displayto a list. This list includes relevant details that were captured as part of the unsubscribe request, suchas the Issue, Group, and Offer Name.

Subscription Microsite Configuration

The Subscription Microsite is backed by the PegaMKT-Work-Microsite-Subscription class.

This Microsite has the following primary stage flow:

This includes the following stages:

1. Load Data – This stage uses the LoadSupportingData Flow to load data for the referencedcustomer. If a customer context cannot be established, this flow switches to theNo IdentifiedCustomer alternative stage.

2. Unsubscribe – This stage renders the primary unsubscribe screen.

3. Manage Preferences – This stage loads the customer’s previous preferences and renders themanage preferences screen.



4. Save Preferences – This stage utilizes the UpdateSubscriptionPreferences Flow rule to save anychanges to the customer’s subscription preferences. This Flow also handles the cancel path, whenthe customer decides to discard their changes.

5. Confirmation – This stage renders the confirmation screen.

The Subscription Microsite also includes the following alternate stage flow:

This includes the following alternate stage:

1. No Identified Customer – This stage renders the Customer Not Found screen.

Subscription Preference Data Class

A customer’s subscription preference is stored as an instance of the PegaMKT-Data-Subscriptionclass. This class has the following two keys:

l CustomerID

l Channel

An instance of this class represents a specific customer’s subscription preference for a specificchannel. Instances of this class are stored in the MKT_SUBSCRIPTION table in the ExternalMKTDatadata source.

In addition to the above keys, the shipped implementation also includes the following properties inthis class:

l LastUpdatedOn – When the preference was last saved

l OfferIssue – Issue of the Offer, from which the Microsite was launched

l OfferGroup – Group of the Offer, from which the Microsite was launched

l OfferName – Name of the Offer, from which the Microsite was launched

l Preference – Subscription preference (true = subscribed, false = unsubscribed)



l Reason – Reason for unsubscribing

l Treatment – Name of the Treatment, from which the Microsite was launched



Chapter 16: GeofencesA Geofence is a virtual boundary around a particular location. Marketing users can define Geofencesin the system and then use them to trigger Events. For example, a customer entering (or nearing) astore could trigger the Geofence for that store. This could in turn trigger an Event whereby thecustomer is presented with an appropriate Offer. Users can also reference Geofences in strategiesand can harness this to determine the most relevant Offer for a particular customer.

Geofences are accessible in the Pega Marketing portal, via: Content > Real-Time artifacts >Geofences

The Geofences landing page provides a quick overview of the various fences configured in theapplication. The Geofence rule can be opened by double-clicking the Geofence row or via the Openaction from the Actionsmenu.

Geofence ManagementThis section explains the various modes available for managing Geofences.

Creating a new Geofence

Users can use the Create link in the Geofences landing page to create a new Geofence.

A new Geofence rule resembles the following:


Chapter 16: Geofences

The Geofence rule has the following tabs:

Tab Name PurposeDesign Specify the location details and radius of the Geofence. View other nearby fences.

History Specify the Description and Usage information for this Geofence.

Specifying Geofence Details

The following options are available for specifying the Geofence’s location:

l Address – Users can directly specify the desired address in the input box.



l Coordinates – Users can specify the latitude and longitude of the desired location.

After specifying the location for the Geofence, the “Search” button is used to locate the Geofence inthe map. If the specified location is valid, the Map section will render the Geofence and the Detailssection will display available details for the Geofence.

The radius of the Geofence and the unit of measurement can be modified. Upon modification, theMap will re-render using the new radius values.

Interacting with the Map

The rendered map is a Google map and allows for various interaction patterns, including thefollowing:

l Zooming in and out

l Panning in all directions

l Using Street View

l Viewing satellite imagery

In addition to the above common interactions, the following Geofence-specific interactions are alsoavailable:

l Dragging the Geofence pin to relocate the Geofence’s location. The details section will displaythe new address and coordinates.



l Resizing the Geofence by dragging any of the four endpoints (north, south, east, and west). Thedetails section will display the new radius value.

Viewing Nearby Geofences

The map on the Geofence rule form can also be used to view nearby Geofences. This is helpful indetermining potential overlaps across Geofences. By default, nearby Geofences are not displayed.Use the “Nearby Geofences” menu on the map to toggle the display of nearby fences.

The following three options are available for nearby Geofences:

1. Hide Other Geofences - This is the default option. In this mode, nearby Geofences are notdisplayed.

2. Show without Radius - Select this option to view nearby Geofence locations. Each Geofence isrepresented by a blue pin and the radius of the Geofence is not displayed. Users can hover overthe pin to view the name of the Geofence.

If multiple Geofences are located in too close a radius to render separately, they are representedtogether by a circle with the number of Geofences it contains. Users can click on the number toview a list of the contained Geofences.



3. Show with Radius - Select this option to view nearby Geofences along with their radii. Eachneighboring Geofence is represented by a blue pin as its center and a blue circle corresponding insize to its radius.

As previously, if there is a high density of Geofences, they are represented by a circle with thenumber of contained Geofences. The shading of the circle also provides a visual cue to its density.Denser circles will be more opaque than less dense circles.



Viewing Associated Events

Events that have been associated to this Geofence are displayed in the “Associated Events” grid. Whena customer enters this Geofence, the Events listed in the grid will be triggered. Refer to the Eventschapter for details on associating Geofences with Events.

Importing Geofences

Users can also choose to bulk import Geofences into the system. Click the Import link on theGeofences landing page to launch the Import Geofences process. The import process has thefollowing three stages:

Import

Use the Choose File button to select the comma-separated values (CSV) file containing the list ofGeofences to import. After selecting the CSV file, use the “Next” button to proceed to the review stage.



Notes on the import file:

l File must be in CSV format

l The entries in the CSV must be in the following order:

Geofence Name, Radius, Radius Unit, Latitude, Longitude, StreetAddress, City, State, Postal Code, Country

l Geofence Name must be provided

l Either location coordinates (latitude/longitude) or address (street/city/state…) must be provided foreach Geofence, but not both.

l Radius unit should be either “Miles” or “Kilometers”. If radius unit is not provided, it is defaulted to“Kilometers”.

l If radius is not provided, it is defaulted to 1

Example Geofence entries:

l Using coordinates:

PegaBedford,2,Miles,42.928,-71.464,,,,,

l Using address fields:

PegaBedford2,2,Kilometers,,,8 Commerce Drive,Bedford,NH,03110,USA



Review

This stage enables the user to review the import process and handle any conflicts. The user ispresented with total number of Geofence records, number of Geofences that will be created, numberof warnings, and number of errors.

The Geofences to Import grid lists each entry in the import file along with its pertinent details andits status. The grid is paginated if there are sufficient entries in the import file.

There are three possible status values:

1. (Blank) - Geofence is valid and has no conflicts. This Geofence can be successfully created.

2. Warning - Geofence is valid, but has conflicts with either an existing Geofence rule in the systemor another Geofence in the import file. The creation of this Geofence will depend on the conflictmanagement option selected in the “Import Options” section. The reason for the warning isdisplayed as a tooltip on the status.

3. Error - Geofence is invalid and will not be created. The reason for the error is displayed as atooltip on the status.

If desired, users can return to the import stage via the Back button and re-import the file afteraddressing any errors.



Managing Conflicts

The system provides the following options for handling conflicts in the import process:

l Skip conflicts and keep my existing data

Select this option to ignore any conflicting Geofence entries and retain the original Geofence ruleor the first Geofence import file entry, as appropriate.

l Overwrite all my existing data with the new import data

Select this option to overwrite existing Geofence rules (in the system) and/or earlier import fileentries with the latest file entry.

l Overwrite my existing data as marked above

Select this option to pick which import file entries should overwrite existing entries. Select theOverwrite checkbox for each desired entry. Entries where the checkbox is not checked will beignored.

After reviewing the import results and managing the conflicts, users must check the I havereviewed… checkbox.

Finally, use theNext button to finalize the import of Geofences and initiate the back-end creation (orupdating) of Geofence rules.

Summary

This stage provides the user with a summary of the Geofence import process.



After reviewing the results, use the Done button to exit the import process.

Geofence ServicesIn addition to configuring Geofence rules in Pega Marketing; the app, that wishes to detect when aGeofence is entered (tripped), must make service requests to the system to determine if a Geofence istripped. If a Geofence is tripped, all Events associated with it will be triggered (assuming they arecurrently applicable). The system provides multiple services which can be used separately or intandem to facilitate this functionality.

Preferred Geofences Lookup

The Preferred Geofences set of services can be used to determine the most relevant set of Geofencesfor a particular location. For example, when a customer launches the app on their device, the app caninvoke the preferred Geofences service to determine the list of nearby Geofences to monitor. Theapp can then provide this list to the device’s OS to monitor, thereby avoiding have to continually pollwhether the current location has tripped a Geofence.

The following two variants of the service exist:

l HandleMktPreferredFences HTTP Service

http://<host>:<port>/prweb/PRHTTPService/PegaMKTGeolocation/Services/HandleMktPreferredFences?Key=Closest&BaseLatitude=<DeviceLatitude>&BaseLongitude=<DeviceLongitude>&ClosestCount=<NumberOfGeofences>

l HandleMktPreferredFences REST Service

http://<host>:<port>/prweb/PRRestService/PegaMKTGeolocation/Services/HandleMktPreferredFences/Closest?BaseLatitude=<DeviceLatitude>&BaseLongitude=<DeviceLongitude>&ClosestCount=<NumberOfGeofences>

Both variants expect the following inputs:

l BaseLatitude – Latitude of the device

l BaseLongitude – Longitude of the device

l ClosestCount – Number of closest Geofences to return for the specified location. If this value isnot provided, the system returns up to ten Geofences.

The content type for the response differs between the variants:



Service Type Response Content TypeHTTP text/plain

(content is still JSON)

REST application/json

A sample (formatted) response is shown below:

{ GeolocationArray : [{ "GeofenceName" : "PegaBedford", "RadiusNormalized" : "1000", "Latitude" : "42.928", "Longitude" : "-71.464" }, { "GeofenceName" : "ManchesterBRAirport", "RadiusNormalized" : "3218.688", "Latitude" : "42.928", "Longitude" : "-71.438" }]}

In error scenarios, such as when the location coordinates are not provided, an error response isreturned.

{ ErrorsList : [{ "pyMessage" : "Error: One or more input parameters are invalid." }]}

Note: The system provides out-of-the-box support for closest Geofence lookup (“Key” requestparameter is set to “Closest” in the example URLs above). Custom implementations may extend thisfunctionality to provide support for other lookup modes.

Detect/Trigger Geofences

The Detect/Trigger set of services are used to detect whether a customer’s device has tripped aGeofence in the system and to trigger Events associated with tripped Geofences. These servicessupport handling requests for multiple customers in a single request.



The following two variants of the service exist:

l HandleMktGeolocations HTTP Service

http://<host>:<port>/prweb/PRHTTPService/PegaMKTGeolocation/Services/HandleMktGeolocations?CustomerID=<CustomerID1,2,..n>&DeviceID=<DeviceID1,2,..n>&DeviceLatitude=<DeviceLatitude1,2,..n>&DeviceLongitude=<DeviceLongitude1,2,.n>

When using this service for multiple customers, ensure that each of the values are comma-separated (e.g. CustomerID=A1,A2,B1) and that the length of each of the request fields (such asCustomerID, DeviceLatitude, etc.) is the same.

l HandleMktGeolocations SOAP Service

The following URL provides the WSDL for your this service:http://<host>:<port>/prweb/PRSOAPServlet/SOAP/PegaMKTGeolocation/Services?WSDL

The following is an example SOAP request for two customers:

<soap:Envelope xmlns:soap="http://www.w3.org/2003/05/soap-envelope"xmlns:geol="GeolocationPayload">

<soap:Header/><soap:Body>

<geol:GeolocationPayload><Geolocation>

<CustomerID>JR</CustomerID><DeviceID>ANDR1234</DeviceID><DeviceLatitude>41.34</DeviceLatitude><DeviceLongitude>-71.79</DeviceLongitude>

</Geolocation><Geolocation>

<CustomerID>RA</CustomerID><DeviceID>IO12</DeviceID><DeviceLatitude>41.797</DeviceLatitude><DeviceLongitude>-72.077</DeviceLongitude>

</Geolocation></geol:GeolocationPayload>

</soap:Body></soap:Envelope>

Both variants of this service expect the following inputs:



CustomerID – Customer identifier

DeviceID – Device identifier

DeviceLatitude – Latitude of the device

DeviceLongitude - Longitude of the device

For each customer location, the system evaluates whether the location trips any of the definedGeofences. For each Geofence that is tripped, the system triggers all Events associated to thatGeofence.



Chapter 17: Real-Time EventsEvents 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 orexternal systems. Events can be mapped to Multi-Channel Campaigns and can trigger their execution.

Real-Time Events are listed on the Events tab of the Real-Time artifacts landing page. This landingpage is accessible in the Pega Marketing portal via: Content > Real-Time artifacts

The Events landing page provides a quick overview of the Event rules configured in the application.The landing page indicates whether an Event is active or inactive. The Valid From and Valid Tovalues (if configured) are displayed in green if they are currently satisfied.

Event ManagementThis section explains the various aspects of managing Events.

Creating a new Event

Users can use the Create link in the Events landing page to create a new Event rule.

A new Real-Time Event rule resembles the following:


Chapter 17: Real-Time Events

The Event rule has the following tabs:

Tab Name PurposeEvent Details Specify the availability details for the Event and associate Geofences with the Event. View

Campaigns associated with this Event.

History Specify the Description and Usage information for this Event.

Specifying Event Details


l Is this event currently active?Select Yes to enable the Event and have it respond to requests. Select No to prevent the Event



from responding to requests. If an inactive Event is triggered, it will simply be ignored.

l Does this event have special validity options?These settings allow for both data and time based validity restrictions to be placed on the Event. Ifthe Event is always valid, leave these settings blank. To specify date restrictions, use the ValidFrom settings. To specify time restrictions, use the Available Hours settings. If the Event istriggered outside the configured date and time windows, it will simply be ignored.

Associating Geofences with the Event

Events can be associated with Geofence rules defined in the system. When an associated Geofence istripped, any Event associated with it will be triggered. Select Yes to associate this event withGeofences.

Use the add icon to add Geofences one at a time.

Use the Edit multiple button to add multiple Geofences using a list-to-list interaction.



The left list contains the available Geofences while the right list contains the currently selectedGeofences. Use the icons adjacent to the lists to manage Geofences between (and within) the lists.

Icon PurposeMove all available Geofences to the associated list.

Move the selected Geofence from the available to the associated list.

Move the selected Geofence from the associated to the available list.

Move all associated Geofences back to the available list.

Sort the available or associated list in ascending order.

Sort the available or associated list in descending order.

Move the selected Geofence up in the associated list.

Move the selected Geofence down in the associated list.

Viewing Associated Campaigns

Campaigns that have been associated to this Event are displayed in the Associated Campaignsgrid. Clicking an entry in this grid opens the Campaign work object. Refer to the Multi-ChannelCampaigns chapter for details on associating Events with Campaigns.



Triggering an EventIn the marketing application, configured Events can be triggered via a SOAP request. The followingURL provides the WSDL for your application’s Event handling SOAP Service:

http://<host>:<port>/prweb/PRSOAPServlet/SOAP/PegaMKTDataMktEvent/Services?WSDL

The following is an example request triggering the AccountOpened Event, passing in the Customer’sid, their location (latitude/longitude), and information about the Event:

<soapenv:Envelopexmlns:soapenv="http://schemas.xmlsoap.org/soap/envelope/"xmlns:even="EventPayload"xmlns:urn="urn:PegaRULES:SOAP:PegaMKTDataMktEvent:Services">

<soapenv:Header><even:EventPayload>?</even:EventPayload>

</soapenv:Header><soapenv:Body>

<urn:EventPayload><CustomerID>JR</CustomerID><EventName>AccountOpened</EventName><EventType>Branch</EventType><Latitude>42.9613</Latitude><Longitude>-71.4798</Longitude>

</urn:EventPayload></soapenv:Body>

</soapenv:Envelope>

When an Event is triggered, the system determines whether the referenced Event is valid, enabled,and available (date and time are valid). If so, any Campaigns that are associated with the events areinitiated. The payload for the Event (including customer id) is propagated to the Campaign, and fromthere to the Strategy, and finally to the Offer. Refer to the Multi-Channel Campaigns chapter for moreinformation on associating Events with Campaigns.

Integration with Event Strategy ManagerEvent Strategy Manager (ESM) is a Pega 7 Platform feature that enables users to design and executeevent strategies that detect patterns in streams of customer data and react to these patterns by takingthe Next Best Action for the customer.

Further, users can integrate ESM with Pega Marketing Real-Time Events. This integration enables thetriggering of a Real-Time Event in Pega Marketing by an ESM Data Flow.



Pega Marketing provides integration support for ESM in a variety of deployment scenarios:

1. Pega Marketing and ESM are deployed on same instance, ESM Data Flows have access to the PegaMarketing application.

2. Pega Marketing and ESM are deployed on same instance, ESM Data Flows do not have access tothe Pega Marketing application.

3. Pega Marketing and ESM are deployed on different instances.

In scenario 1, integrators can directly use a hook activity. For scenarios 2 and 3, integrators will needto use an integration ruleset.

Directly use hook activity

In this scenario, the integration steps are minimal since the two components are both available aspart of the same application. To trigger a Real-Time Event from an ESM Data Flow, configure thedestination of the Data Flow to be the TriggerPegaMKTEvent activity.

Use the parameters of this activity to specify the values necessary for triggering the Real-Time Event,such as EventName and CustomerID. The EventType parameter determines which Event service willbe invoked. Pass in either HTTP or SOAP for this parameter based on the protocol you wish to utilize.

The SampleCEPDF Data Flow rule provides an example configuration that invokes the hook activity.

Use integration ruleset

In scenarios where the ESM application doesn't have access to Pega Marketing, integrators need tofirst add the PegaMKT-Integration ruleset to their ESM application.

Administrator Note: The PegaMKT-Integration ruleset is provided in PegaMarketing_Integration_0713.zip, which is located under the rules directory of your Pega Marketing installation.



This ruleset includes the following items that enable the triggering of Pega Marketing Events:

l TriggerPegaMKTEvent Activity rule - Use this activity (as described previously) to trigger a Real-Time Event in Pega Marketing.

l ConnectMKTURL Dynamic System Setting - Update this setting to the URL where the PegaMarketing application is deployed.

l MKT_Integration:SysAdmins Access Group - Update this access group to reference the applicationthat has access to the PegaMKT-Integration ruleset.



Chapter 18: Real-Time ContainersReal-Time Containers provide a way for marketers to manage content that appears in real-timechannels, such as web and mobile. As an example, a marketer may define a Container to represent aregion of a web page. They can then associate the Container with a Campaign. In real-time when theContainer is loaded (say on a web page), the associated Campaign is executed and the Container getspopulated.

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

Real-Time Containers are listed on the Containers tab of the Real-Time artifacts landing page. Thislanding page is accessible in the Pega Marketing portal via: Content > Real-Time artifacts

The Containers landing page provides a quick overview of the Containers configured in theapplication.

Container ManagementThis section explains the various aspects of managing Real-Time Containers.

Creating a New Container

To create a new Container, use the Create link in the Containers landing page. Enter a unique namefor the Container in the Label field and click Create and open to launch the Container rule form.

A new Real-Time Container rule resembles the following:


Chapter 18: Real-Time Containers

The Container rule form has the following tabs:

Tab Name PurposeContainer Details Specify the availability details for the Container; view Campaigns and Next-Best-Action

configuration associated with this Container.

History Specify the Description and Usage information for this Container.

Specifying Container Details


l Is this Container currently active?

Select Yes to enable the Container and have it respond to requests. SelectNo to prevent theContainer from responding to requests. If an inactive Container is requested, it will simply beignored.



l Impression Capture

This setting governs how an impression is captured when the Container is requested. Choosebetween the following two options:

Captured on retrieval – Select this option to have the Container processing API(ExecuteWebContainer) automatically capture an impression before rendering the Container.

Captured by channel – Select this option to not capture the impression while rendering theContainer. In this case, the channel will need to separately invoke the impression capture API(CaptureWebImpression).

l Click through behavior

This setting governs what happens when the channel invokes the click-through capture API(CaptureWebClickThrough). Choose between the following two options:

Capture click through only – Select this option to simply record a click in InteractionHistory (IH).

Capture click through and initiate offer flow – Select this option to record a click in IHand to initiate the Offer for the customer. If the Offer is already in flight for the specifiedcustomer, the particular Offer is loaded and Offer Flow execution is forced down the Inboundpath. If the specified Offer is not currently in flight for the specified customer, the systeminstantiates a new Offer and starts executing the Offer Flow on it. This is done in the context ofthe Channel that was part of the inbound request. Refer to Adding Inbound Channel Support formore details.

Note: The click-through URL is configured on the Details tab of the Offer rule form. This URL canalso be over-ridden in the Strategy. For proper re-direction, this URL should begin with theprotocol prefix - such as http:// or https://.

Viewing Associated Entities

Real-Time Containers can be associated both with Multi-Channel Campaigns and Next-Best-Action(NBA) configurations.

The Campaigns Associated with this Container section displays Campaigns that have beenassociated with this Container. Refer to the Multi-Channel Campaigns chapter for details onassociating Containers with Campaigns.



TheNext-Best-Action Strategies Associated with this Container section displays the NBAconfiguration that has been associated with this Container. Refer to the Next-Best-Action chapter fordetails on associating Containers with NBA.

Note: A Container can have multiple entities associated with it, as long as only one of them is activeat any given point in time.

The following table lists the information that displays for each entity - i.e. Campaign or NBAconfiguration - associated with this Container:

Column DescriptionAssociated Campaign /Associated Strategy

Name of the Campaign or NBA configuration, to which this Container is associated. Clickthe name to open the entity.

Enabled Whether the associated entity currently has Container processing enabled on it

Start Date Date and time when this Container becomes active for this entity

End Date Date and time when this Container stops being active for this entity

Status Current status of the associated entity

Real-Time Container APIsThis section provides information on the APIs available for use with Real-Time Containers.

When invoked, each API sets one of the following HTTP status codes in its response:

l 200 - Successful invocation

l 400 - Bad request

l 500 - Internal error



Container

Container is a REST service that supports the POST HTTP method. This service allows callers to triggera Real-Time Container. Unlike other Container services, this service supports the concept of acentralized decisioning hub, where a Pega Marketing application behaves as the hub for decisionlogic and any other Pega application can leverage Container features without being built on PegaMarketing.

Note: This service supports identity matching only for the Web and Mobile channels.

The URL pattern for this service is:

http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/V1/Container

Service Request

For the request, the service expects a JSON Object with the following attributes:

l CustomerID – Customer identifier (optional for the Web or Mobile channel)

l ContainerName – Name of the Container to trigger

l Channel – Channel where the Container will be rendered (optional)

l Direction – Direction of communication (optional)

A sample request JSON Object is shown below:

{"ContainerName": "SampleContainerName","CustomerID": "SampleCustomerID","Channel": "SampleChannel","Direction": "Inbound"

}

Service Response

For the response, the service returns a JSON Object with the following attributes:

l Status – OK for successful result

l RankedResults - An array containing one or more Offers returned by Strategy execution. EachOffer in this array has the following attributes:



Channel – Channel for communicating this Offer

Direction – Direction for communicating this Offer

Name – Name of the Offer

Issue – Issue to which the Offer belongs

Group – Group to which the Offer belongs

InteractionID – Interaction History record identifier for this Offer. This will be same for allOffers in the list since they are all part of the same Strategy execution.

ClickThroughURL – URL to invoke the CaptureWebClickThrough API. The encrypted parameterin this URL contains the actual click-through URL specified as part of the Offer’s details.Typically, this leads to a link or file that provides more details about the Offer.

Rank - Offer rank based on Strategy configuration

Propensity - Offer propensity value

Priority - Offer priority based on Strategy configuration

CampaignID - Work ID of the active Campaign associated with this Container

In case of an error, the response object instead contains the following two fields:

l Status – Set to ERROR

l Message – Description of the error

A sample response from the invocation of this service is shown below:



{"Status": "OK","RankedResults":[{

"Channel": "Web","Rank": 1,"Direction": "Inbound","Group": "Handsets","CampaignID": "P-3968","Issue": "Sales","Propensity": 0.5,"InteractionID": "-3457926003646498105","Priority": 0.5,"Name": "SamsungGalaxyS4","ClickThroughURL": "","Label": "Samsung Galaxy S4",

},{

"Channel": "Web","Rank": 2,"Direction": "Inbound","Group": "Handsets","CampaignID": "P-3968","Issue": "Sales","Propensity": 0.5,"InteractionID": "-3457926003646498105","Priority": 0.5,"Name": "NokiaLumia","ClickThroughURL": "","Label": "Nokia Lumia",

}]}

CaptureResponse

CaptureResponse is a REST service that supports the POST HTTP method. This service allows callersto capture responses to Offers triggered via Real-Time Containers.


http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/V1/CaptureResponse

This service can also be used to initiate the first offer in its request. To utilize this feature and includeoffer initiation, use the following URL pattern:

http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/V1/CaptureResponse/Initiate



Service Request


l CustomerID – Customer identifier

l ContainerName – Name of the Container that presented the Offer(s)

l RankedResults – An array containing Offers for which to capture responses. Each Offer in this listshould have the following attributes:

Name – Name of the Offer



Channel – Channel via which this Offer was communicated

Direction – Direction of communication for this Offer (e.g. Inbound)

Behaviour - Predefined behavior for the specified outcome (e.g. Positive, Negative, Neutral,etc.)

Outcome - Response to record for this Offer (e.g. Accepted, Rejected, Impression, etc.)

InteractionID – Interaction History record identifier for this Offer

CampaignID - Work ID of the active Campaign associated with this Container



A sample invocation request is shown below:

{"CustomerID": "CGS1234","ContainerName": "LatestOffer","RankedResults": [{

"Name": "PremierRewardsCard","Issue": "DemoIssue","Group": "DemoGroup","CampaignID": "P-3344","InteractionID": "-5352764169004433549","Outcome": "Accepted","Behaviour": "Positive""Channel": "Web","Direction": "Inbound"

}]}

Service Response

For the response, the service returns a JSON object with the following attributes:

l Status – OK for successful result, Error otherwise

l Message – Confirmation message when successful, error message in case of an error

A sample service response is shown below:

{"Status": "OK","Message": "Response captured successfully"

}

CustomerOfferHistory

CustomerOfferHistory is a REST service that supports both GET and POST HTTP methods. This servicereturns the Interaction History records for a customer.


http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/V1/CustomerOfferHistory

Service Request


l CustomerID – Customer identifier (required)




{"CustomerID": "CONNOR",

}

Service Response


l OfferHistory – An array of History records for the customer. Each record contains the followingattributes:

Name - Name of the Offer

Issue - Issue to which the Offer belongs


Channel – Channel via which this Offer was communicated

Direction – Direction of communication for this Offer


ExternalID - Associated work object identifier

OutcomeTime - Time when the outcome was captured

Outcome - Response recorded for this Offer (e.g. Accepted, Rejected, Impression, etc.)

Behaviour - Behavior of the specified outcome (e.g. Positive, Negative, Neutral, etc.)

Identifier - Identifier for the Offer

Note: For Negotiation history records, there is a nested OfferHistory element which is an array ofOffer names.

A sample service response is shown below:



{"OfferHistory": [{

"Name": "Negotiation","Issue": "Negotiation","Channel": "CallCenter","InteractionID": "7382338912749122452","ExternalID": "S-13805","OutcomeTime": "20160225T125501.526 GMT","Behaviour": "Negative","OfferHistory": [

{ "Name": "Handsets_fromGoogleNexus4" },{ "Name": "DataPlan100Min" },{ "Name": "MemoryCard_V2_M3" }

],"Outcome": "Rejected","Identifier": "/Negotiation/Negotiation/Negotiation","Direction": "Inbound","Group": "Negotiation"

},{

"Name": "MI","Issue": "Sales","Channel": "CallCenter","InteractionID": "-7714067498846096636","ExternalID": "","OutcomeTime": "20160224T101058.055 GMT","Behaviour": "Positive","Outcome": "Accepted","Identifier": "/Sales/Handsets/MI","Direction": "Inbound","Group": "Handsets"

}]}

ExecuteContainer

ExecuteContainer is a generic channel REST service that supports the POST HTTP method. This serviceallows callers to trigger a Real-Time Container.


http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/Services/ExecuteContainer



Service Request




l Channel – Channel where the Container will be rendered

l Direction – Direction of communication (optional)

l CurrentPage – Current page that the end-user is visiting (optional)

l PreviousPage – Previous page visited by the end-user (optional)

A sample service request is shown below:

{"CustomerID": "CGS1234","ContainerName": "LatestOffer","Channel": "Web"

}

Service Response


l Status – OK for successful result

l CustomerID – Validated identifier of the customer

l ContainerName – Validated name of the triggered Container

l Channel – Communication channel

l Direction – Direction of communication

l OffersList - An array containing one or more Offers. Each Offer in this array has the followingattributes:

OfferID – Name of the Offer rule





CampaignID - Work id of the active Campaign for this Container

Rank – Rank of the Offer as determined by Strategy execution

OfferName – Label of the Offer

ImageURL – URL for the Offer image

InteractionID – Interaction History record identifier for this Offer. This will be same for all theOffers in the list since they are all part of the same Strategy execution.

ClickThroughURL – URL to invoke the CaptureWebClickThrough API. The encrypted parameterin this URL contains the actual click-through URL specified as part of the Offer’s details.Typically, this leads to a link or file that provides more details about the Offer.

In case of an error, the response object instead contains the following two fields:

l Status – Set to Error

l Message – Description of the error

A sample response from the invocation of this service is shown below:



{"Status": "OK","CustomerID": "CGS1234","ContainerName": "LatestOffer","Channel": "Web","Direction": "Inbound","OffersList": [{

"OfferID": "PremierRewardsCard","Issue": "DemoIssue","Group": "DemoGroup","CampaignID": "P-3344","OfferName": "Premier Rewards Card","ImageURL": "ad-imgs/PremierRewardsSmall.jpg","InteractionID": "-5352764169004433549","ClickThroughURL":

"<yourmktserver>:<port>/prweb/PRHTTPService/PegaMKTContainer/Services/CaptureClickThrough?Px=<encryptedurlstring>"

}]}

ExecuteMobileContainer

ExecuteMobileContainer is a REST service that supports the POST HTTP method. This service allowscallers to trigger a Real-Time Container from a mobile application.


http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/Services/ExecuteMobileContainer

Service Request




l Intent – Intent for which the Strategy needs to be executed (optional)

l AdvertisingID – Used to identify the mobile device (optional)




{"CustomerID": "CGS1234","ContainerName": "LatestOffer","Intent": "Retention","AdvertisingID": "M3445432"

}

Service Response

The response from this service is identical to that from the ExecuteContainer service, with thefollowing exceptions:

l Channel is always Mobile, Direction is always Inbound

l ClickThroughURL references the CaptureMobileClickThrough service

Note: If the Container is configured to capture impressions on retrieval, the ExecuteMobileContainerAPI will automatically capture impressions for all Offers that are returned as part of the Container’sresponse.

ExecuteWebContainer

ExecuteWebContainer is a REST service that supports the POST HTTP method. This service allowscallers to trigger a Real-Time Container for the Web channel.


http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/Services/ExecuteWebContainer

Service Request



l CustomerID – Customer identifier (optional)

l CurrentPage – Current page that the end-user is visiting (optional)

l PreviousPage – Previous page visited by the end-user (optional)




{"CustomerID": "CGS1234","ContainerName": "LatestOffer","CurrentPage": "ViewOffers","PreviousPage": "SignOut"

}

Service Response

The response from this service is identical to that from the ExecuteContainer service, with thefollowing exceptions:

l Channel is always Web, Direction is always Inbound

l ClickThroughURL references the CaptureWebClickThrough service

Note: If the Container is configured to capture impressions on retrieval, the ExecuteWebContainerAPI will automatically capture impressions for all Offers that are returned as part of the Container’sresponse.

Returning Custom Properties in ExecuteWebContainer Response

Application implementers can perform the following steps to return custom properties in the JSONresponse of the ExecuteWebContainer service:

1. Create properties to return in response under the Embed-PegaMKT-Container-OfferDetails class.

2. Copy the TransformSROutput Data Transform rule into the implementation ruleset.

3. In the Pages & Classes tab of this rule, update the Class for the PublicComponent.pxResultsentry to be the implementation layer's SR class.

4. In the Definition tab of this rule, add mappings for the properties to include in the JSONresponse.

CaptureMobileImpression

CaptureMobileImpression is a REST service that supports the POST HTTP method. This service allowscallers to capture impressions for a list of Offers on the Mobile channel. This service is typicallyinvoked when the Container’s automatic impression capture setting is disabled.


http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/Services/CaptureMobileImpression



Service Request

For the request, this service expects a JSON Object with the following attributes:


l ContainerName – Name of the rendered Container

l OffersList – An array of Offers for which to capture impressions. Each Offer should have thefollowing attributes:







{"CustomerID": "CGS1234","ContainerName": "LatestOffer","OffersList":[{

"OfferID": "PremierRewardsCard","Issue": "DemoIssue","Group": "DemoGroup""CampaignID": "P-3344","InteractionID": "-5352764169004433549"

}]}

The captured impression will automatically be associated with the "Mobile" channel and the"Inbound" direction.

Service Response

For the response, this service returns a JSON Object which contains the following attributes:

l Status - OK for successful result, Error otherwise

l Message - Confirmation message when successful, error description in case of an error



CaptureWebImpression

CaptureWebImpression is a REST service that supports the POST HTTP method. This service allowscallers to capture impressions for a list of Offers on the Web channel. This service is typically invokedwhen the Container’s automatic impression capture setting is disabled.


http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/Services/CaptureWebImpression

Service Request

For the request, this service expects a JSON Object with the following attributes:


l ContainerName – Name of the rendered Container

l OffersList – An array of Offers for which to capture impressions. Each Offer should have thefollowing attributes:









{"CustomerID": "CGS1234","ContainerName": "LatestOffer","OffersList":[{

"OfferID": "PremierRewardsCard","Issue": "DemoIssue","Group": "DemoGroup","CampaignID": "P-3344","InteractionID": "-5352764169004433549"

}]}

The captured impression will automatically be associated with the "Web" channel and the "Inbound"direction.

Service Response

For the response, this service returns a JSON Object which contains the following attributes:

l Status - OK for successful result, Error otherwise

l Message - Confirmation message when successful, error description in case of an error

CaptureClickThrough

CaptureClickThrough is an HTTP service that allows callers to request the handling of a click on theContainer for a generic channel. This service records a click in IH before redirecting to the requestedURL. Based on the Container’s configuration, this service may also initiate the specified Offer for thecustomer.

To invoke this service, callers must use the ClickThroughURL that was returned for the Offer by theExecuteContainer API.

The invocation URL for this service resembles the following:

http://<yourmktserver>:<port>/prweb/PRHTTPService/PegaMKTContainer/Services/CaptureClickThrough?Px=<encryptedurlstring>"

CaptureMobileClickThrough

CaptureMobileClickThrough is an HTTP service that allows callers to request the handling of a click onthe Container for the Mobile channel. This service records a click in IH before redirecting to therequested URL. Based on the Container’s configuration, this service may also initiate the specifiedOffer for the customer.



To invoke this service, callers must use the ClickThroughURL that was returned for the Offer by theExecuteMobileContainer API.


http://<yourmktserver>:<port>/prweb/PRHTTPService/PegaMKTContainer/Services/CaptureMobileClickThrough?Px=<encryptedurlstring>"

CaptureWebClickThrough

CaptureWebClickThrough is an HTTP service that allows callers to request the handling of a click onthe Container for the Web channel. This service records a click in IH before redirecting to therequested URL. Based on the Container’s configuration, this service may also initiate the specifiedOffer for the customer.

To invoke this service, callers must use the ClickThroughURL that was returned for the Offer by theExecuteWebContainer API.


http://<yourmktserver>:<port>/prweb/PRHTTPService/PegaMKTContainer/Services/CaptureWebClickThrough?Px=<encryptedurlstring>"

CaptureResponse (Legacy)

CaptureResponse is a REST service that supports the POST HTTP method. This service allows callersto capture responses to Offers triggered via Real-Time Containers.


http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/Services/CaptureResponse

Service Request



l ContainerID – Name of the Container that presented the Offers

l OffersList – Array of Offers for which to capture responses. Each Offer in this list should have thefollowing attributes:








Outcome - Response to record for this Offer (e.g. Accepted, Rejected, Impression, etc.)

Behaviour - Predefined behavior for the specified outcome (e.g. Positive, Negative, Neutral,etc.)

Channel - Channel via which this Offer was communicated

Direction - Direction of communication for this Offer (e.g. Inbound)


{"CustomerID" : "CGS1234","ContainerID" : "LatestOffer","OffersList": [{

"OfferID": "PremierRewardsCard","Issue": "DemoIssue","Group": "DemoGroup","CampaignID": "P-3344","InteractionID" : "-5352764169004433549","Outcome" : "Accepted","Behaviour" : "Positive""Channel" : "Web","Direction" : "Inbound"

}]}

Service Response

For the response, the service returns a JSON Object with the following attributes:

l Status – OK for successful result, Error otherwise

l Message – Confirmation message when successful, error message in case of an error



CaptureWebResponse

CaptureWebResponse is a REST service that supports the POST HTTP method. This service allowscallers to capture responses to Offers triggered via Real-Time Containers for the Web channel.


http://<host>:<port>/prweb/PRRestService/PegaMKTContainer/Services/CaptureWebResponse

This service is a specialization of the legacy CaptureResponse service. It defaults the Channel to "Web"and the Direction to "Inbound" for each Offer.

Sample Container Invocation ScriptTo facilitate the invocation of Real-Time Container APIs, Pega Marketing includes an out-of-the-boxsample JavaScript file - webwb/RealTimeContainerScript.js

This script includes a service controller object which has methods that invoke the various ContainerAPIs.

To utilize this script, perform the following steps:

1. Download and copy the JavaScript file to your web directory.

2. Include the file in your web content. For example:

<script src="realtimecontainerscript.js" />

3. Instantiate the service controller object. For example:

var nbamServiceCtrl = getNBAMServiceControl();

4. Initialize the service controller object using one of the following mechanisms.

a. Directly update serverHostName and serverPort in realtimecontainerscript.js, as shown in thesnippet below. When using this mechanism, the instantiation of the service controller (Step 3above) will already initialize the controller using these values.

var serverHostName = "localhost";var serverPort = "8080";

b. Invoke the initializemethod on the service controller after instantiating it. For example:



nbamServiceCtrl.initialize(window.location.hostname,window.location.port);

5. Invoke the desired API using the corresponding service controller method.

Service API JavaScript Method Method ParametersExecuteWebContainer getOffers customerID, containerName, channel, previousPage,

currentPage, callback

CaptureWebImpression captureSingleWebImpression containerID, customerID, offerID, issue, group, interactionID,callback

CaptureWebResponse captureWebResponse containerID, customerID, offerID, issue, group, interactionID,outcome, behaviour, channel, direction, callback

CaptureResponse captureResponse containerID, customerID, offerID, issue, group, interactionID,outcome, behaviour, channel, direction, callback

The following snippet shows an example invocation of the ExecuteWebContainer API to get the listof Offers to display in the Container:

nbamServiceCtrl.getOffers("CGS1234", "LatestOffer", "Web", "Login","Home", handleResponse);



Chapter 19: ProspectsIn 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, andtargeting prospects via Campaigns.

Configuring the Prospect ClassApplication administrators need to configure the class for storing prospects in the system.Administrators should follow the guidelines below while configuring this class:

l The OOTB base prospect class is PegaMKT-Data-Prospect. This class has direct inheritance to thebase customer class (PegaMKT-Data-Customer). This class ships with a set of defined externalmappings associating standard properties with column names.

l The base prospect class can be used (without customizations) if the prospect lists to be importedwill obey the shipped structure.

l If a different structure is expected for the prospect class, a custom prospect class should becreated. This class should have the following inheritance configurations:

Pattern inheritances from custom customer class (or base customer class, if customer classhasn't been customized)

Directed inheritance from base prospect class (PegaMKT-Data-Prospect)

l All prospects (upon import) will be stored in one table. The set of columns for this table should bethe superset of all properties present in the prospect lists to import.

l If a custom prospect class is used, the ProspectTemplate xlsx binary file in the system should beovertaken in the application's customization ruleset. This file should be updated to represent theformat of the expected prospect list. Use the shipped version of this file as a template andadd/remove columns following the established patterns. Provide this template to marketing usersto use as a template for their prospect lists. The placeholder row should be replaced by data rowsin an actual prospect list.

l If a custom prospect class is used, copy the following rules into the extended prospect class.Prospect Data Set

ProspectListImportResults Report Definition


Chapter 19: Prospects

Importing Prospect ListsProspect lists can be imported into the application via the Prospect Lists landing page. This landingpage is accessible in the Pega Marketing portal via: Configuration > Segmentation > ProspectLists

This page lists the prospect lists that have already been imported into the system, along with theirtags, row counts, and status. The Open action (in the Actionsmenu) can be used to view the importwork object.

To import a new prospect list, Use theNew button on the landing page. Clicking this button willinitiate a new Prospect Import work object, as shown below:



Specify a unique name for the prospect list. Users can also specify a tag to apply to each prospectimported from the list. Tags can be used to group prospects imported from different prospect lists.Select the location of the prospect list xlsx file.

Next, select between the following options for determining the unique id of the prospect:

l No, auto-generate a unique value for each Prospect

Select this option to have the system generate the unique id for the prospect. The id will be aconcatenation of the list name and a uniquely generated string.

l Yes, I will select the column

Select this option to denote one of the fields in the prospect list spreadsheet as the unique field.Select this unique field from the list of available fields.

After configuring the necessary fields, click the Create button to proceed to the summary stage. Usethe Refresh action from theOther actionsmenu to periodically check the status of the prospectimport. This information is also available on the Prospect Lists landing page. The number of prospectentries created and errors detected are displayed along with details of the invalid rows.



Use the See Prospect Data link to view a report containing information about the prospect datathat was imported. A sample report is shown below:

Prospect SegmentsUpon importing a prospect list, the system automatically creates a top-level Segment rule and itsbacking infrastructure. Before this Segment can be used, the user needs to execute the Segment.



The user can also create new Segments against prospects in the system. To create a prospect-basedSegment, select Prospect as the segment subject on the Segment new form.

To target prospects from a specific prospect list, optionally specify the prospect list name on theSegment new form.

Click Create and open to launch the Segment rule form. If a prospect list was specified, the systemautomatically generates the necessary criteria for this in the first criteria tab. Users can specifydesired criteria and interact with the Segment form, as they would with customer-based Segments.There are two exceptions to the criteria options available:

l Analytical criteria (both modeled and static) are not available for prospect-based Segments.

l The data fields that are available as criteria are those that are defined on the prospect class.

Users can also configure prospect Segments in non-visual mode, if desired.

Execute the Segment via the Run button to populate it. After population, the total prospect count andthe count of prospects in the Segment are shown. Use the Show Prospects button to view data forthe selected prospects.

Prospect Segments are flagged as such in the Segment rule form.



Additionally, the tooltip on the Segment entry in the Decisions explorer denotes when a Segment isprospect-based.

Targeting Prospects in CampaignsUsers can target prospects with their marketing Campaigns. To do so, select Prospect as the Targetaudience type when creating a new Multi-Channel Campaign.

When selecting the Campaign's audience, the user must select a prospect-based Segment. For theCampaign's marketing strategy, the user can select a Strategy rule defined in either the prospect orthe customer class.

Other setup remains the same when targeting prospects via Campaigns. If the Offers that are beingpropagated contain email or SMS delivery, the user must ensure that the appropriate deliveryaddress fields (e.g. pyEmail1 for Email, pyMobilePhone for SMS) are populated on the prospect datain the system.



Chapter 20: Seed ListsA 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 list can be used totest 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 bespecified for a seed. Multiple lists, each containing their own seed data, can be created and managedwithin the marketing application. These lists can be used to test the following capabilities:

l Campaign execution

l Offer execution

l Personalized email delivery

l Personalized SMS delivery

Each of these modes of testing is explained in the chapter pertaining to the entity being tested (e.g.Campaigns, Offers, etc.).

Seed Lists are listed under the Seed Lists landing page, which is accessible in the Pega Marketingportal via: Configuration > Segmentation > Seed Lists

The following actions are available on the Seed Lists landing page:

l Create – Create a new Seed List. See Creating a new Seed List.

l Refresh icon – Reload the Seed List grid

l Help – View context-sensitive help

l Close icon – Close the landing page


Chapter 20: Seed Lists

In addition, theUpdate Seed List Columns operation is available in the Manage DataRelationships tab of the Application Settings landing page. See Updating Seed List Columns fordetails.

Seed List ManagementThis section explains the various actions that can be performed on a Seed List.

Creating a new Seed List

To create a new Seed List, click the Create link on the landing page. Enter a unique name for theSeed List and a helpful description of its contents.

Click Submit to create the Seed List. At this point, the backing structure of the Seed List is created.The landing page grid should refresh and display the newly created Seed List. The row count columnfor the new Seed List will initially be 0.

Modifying Seeds in a Seed List

Once a Seed List has been created, new seeds can be added to it and existing seeds can be modifiedor deleted. To do so, double click a Seed List row in the grid. This will open the Seed List editor, asshow below:



This editor displays all entries (seeds) as rows in the Seed List. The columns of the Seed List are madeup of the columns from the customer table.

To.. Do…Add a new seed Click the add icon. Fill in all necessary fields and click anywhere outside the input row to

save the record. To cancel your changes and discard the new record, click the delete iconat the right end of the row.

Modify an existing seed Click anywhere in the desired row. The row should toggle to editable mode. After makingthe desired changes, click anywhere outside the row to save your changes.

Delete an existing seed Click the delete icon at the right end of the row.

Using the SegMap column

The SegMap column is present in all Seed Lists. This column is utilized by the Segments withinStrategies feature while performing Seed Tests in Multi-Channel Campaigns. If your Strategyuses this feature, set the SegMap column to a colon delimited string of all Segments to which theseed belongs.

Note: Ensure that the SegMap string ends with a colon.

An example configuration is shown below:



Deleting a Seed List

Existing Seed Lists can be deleted by using the row-level delete icon in the grid on the Seed Listslanding page.

Updating Seed List ColumnsAll Seed Lists share a common structure (set of columns) and this structure is derived from thecolumns present on the current customer class, which is in use in the application. In time, thestructure of the customer class might deviate from what was initially set up for use with Seed Lists. Ina situation like this, administrators can synchronize the Seed List structure to the customer classstructure via theUpdate Seed List Columns button on the Manage Data Relationships tab of theApplication Settings landing page.

Upon clicking this button, the backing Seed List structure will be synchronized with the customerclass.

This task should typically be performed by the administrator and will impact all existing Seed Lists.This task should be performed in the following scenarios:

l Initially after a new install

l Whenever the customer class changes

l When attributes are added to (or removed from) the customer class and these changes need to bereflected in the seed data

The administrator can also use the Seed List Definition link to view the current Seed List structure.Clicking this link opens the SeedListPopulationRD Report Definition, which represents the structureutilized by the Seed List editor. If desired, administrators can directly modify this Report Definition toupdate the columns visible in the Seed List editor. However, any manual updates to this Report



Definition will be overwritten when the Update Seed List Columns button is used on the landingpage.



Chapter 21: Exclusion ListThe exclusion list feature in Pega Marketing automatically prevents outbound contact with a specifiedset of customers. This can be used to address various business needs, such as handling opt-outs,unsubscribes, and bounce backs.

The implementation of the exclusion list functionality utilizes the Segment rule. This enablesmarketers to use the power of segmentation to build a global list of customers to exclude fromoutbound communication. When a global exclusion list is specified in the system, outboundprocessing evaluates target recipients against the exclusion list and ignores those recipients that arein the exclusion list.

Exclusion list membership is checked during offer initiation and wait expiration in outbound paths.These include the following:

l Scheduled and event-based Multi-Channel Campaigns

l Outbound Campaigns

l Field Campaigns

Configuring the Global Exclusion ListThe exclusion list feature is disabled by default. To enable the feature, the marketing administratorsimply needs to specify a value for the Global Exclusion List Segment on the ConfigurationSettings tab of the Application Settings landing page. This landing page is accessible in the PegaMarketing portal via: Configuration > Settings > Application Settings

The exclusion list Segment can be any customer-based Segment in the system. Marketers can utilizethe rich feature set of the Segment functionality to construct the exclusion list Segment. Furthermore,the scheduling capability of Segments provides marketers with the ability to keep their exclusion listup to date.


Chapter 21: Exclusion List

A sample exclusion list Segment configuration is shown below. In this example, the exclusion listcontains all customers that have either opted out or have had bounce backs.

To disable the exclusion list feature, the administrator simply needs to clear out the aforementionedconfiguration setting.

Note: Whenever a change is made to the exclusion list configuration setting, all event-basedCampaigns need to be suspended and re-submitted for execution.

Ignoring the Exclusion ListThere may be a need to not apply the exclusion list in certain scenarios. Pega Marketing allowsauthorized users to override the application of the exclusion list. This authorization is controlled bytheMKTOverrideExclusion privilege, which is granted to marketing managers and administrators viathe PegaNBAM_FW:MarketingManager role.

Multi-Channel Campaigns

For Multi-Channel Campaigns, the ignore exclusion list option is available in the Plan tab when theaudience type is customer.



Outbound Campaigns

For Outbound Campaigns, the ignore exclusion list option is available in the Campaign detailssection.

Field Campaigns

For Field Campaigns, the ignore exclusion list option is available in the Field Marketing Detailssection of the Campaign's backing Offer Template.



Chapter 22: ChecklistsA Checklist represents a set of actionable steps which must be performed to accomplish a goal. Eachactionable step is represented by a Checklist Task (herein referred to as Task). A Task is alwayscreated in the context of a parent Checklist. A Checklist can be associated with either an Offer or aCampaign.

The Checklists widget displays existing Checklists in the system. Users wishing to utilize Checklistsshould add this widget to their home page. The Create link in this widget enables users to createnew Checklists. Checklists can be stored at the top level or can be categorized into Issues and Groups.

A new Checklist starts out with input fields where basic information about the Checklist can beentered, as shown below:

Note: The Checklist name must be unique across the system. Unlike some of the other rules (suchas Offer), the same Checklist name can’t be used at different hierarchical levels.

Note: Checklists associated with Offers can be seen in the Checklists tab on the Offer rule, whilethose associated with Multi-Channel Campaigns can be seen in the overview pane in the Campaigndisplay.


Chapter 22: Checklists

Checklist DisplayClicking Create after entering the information above creates the Checklist work object and switchesto the Checklist work object display, as shown below:

The Checklist Display can be split into the following pieces:

l Checklist Header

l Checklist Details Panel

l Tasks Panel

l Links Panel

l Pega Pulse panel



Checklist Header

The Checklist header displays the following information about the Checklist:

l Name

l Work ID

l Status

l Button Strip – Contains buttons for the actions that can be performed on the Checklist, including:Save As - Create a copy of this Checklist.

Other actions - View a list of available actions that can be taken on the Checklist at thecurrent point of time.

Close - Close the Checklist display.

Save - Save current changes and continue performing the action.

Checklist Details Panel

The Checklist Details panel displays the following information about the Checklist:

l Description

l Associated with - Provides a link to the associated Offer or Campaign.



l Owner

l Percent Complete - Completion percent of this Checklist which is calculated by averaging thecompletion percent of the child Tasks.

l Issue

l Group

l Start Date

l Due Date

Tasks Panel

The Tasks panel lists the various tasks that have been added to this Checklist. It also provides amechanism for adding new tasks. Individual tasks can be acted upon directly from the Tasks panel byutilizing the Actionsmenu on the individual Task. The Tasks panel also supports performing actionson multiple tasks via the Actions for Selected Tasksmenu.

Links Panel

The Links panel contains various useful links, including the following:

l Help - View the help topic for Checklists.

l History - View a historical record of the various actions that have been performed on thisChecklist.



l Follow - (For managers) Mark this Checklist as an item to follow. Followed items are displayed inthe “Following” list in the Case Manager portal.

l Unfollow - (For managers) Remove this Checklist from the list of followed items.

l Tags - Manage the tags associated with this Checklist. Managers can directly search for workobjects by tags in the Case Manager portal by selecting the “Matching Tags” link in the searchresults pane.

l Start Checklist - Start working on this Checklist. This item is only shown for new Checklists.

l Reopen Checklist - Reopen a Checklist. This item is only shown for completed or withdrawnChecklists.

Pega Pulse panel

The Checklist display also includes the Pega Pulse panel. Pega Pulse provides a mechanism for usersto collaborate while they work on work objects by sharing messages, files, and links with other users.Refer to Pega 7 Platform documentation for details on Pega Pulse.

Actions Available on a ChecklistThe following is an overview of the various actions that are applicable on a Checklist, during itslifecycle. While performing any of these actions, it is possible to switch to a different action (if it’scurrently available) via theOther actions button.

Start Checklist

This action is available directly in the Links panel for new Checklists. Performing this action marks theChecklist as being “In Progress”.

Add Tasks

This action enables the user to add Tasks to the Checklist. Tasks are added by using the add buttonat the bottom. All pertinent information for the Task (such as name, start date, due date, effort, etc.)can be specified in theUpdate Taskmodal window.



Update Checklist Info

This action enables the user to update Checklist information.

Complete Checklist

This action enables the user to mark a Checklist as being completed. The user can enter a completionnote and choose whether this note gets shown in the Pega Pulse panel in the Checklist Display.



Note: Completing a Checklist doesn’t complete the individual Tasks on the Checklist. Typically, thisaction should be taken when all Tasks in the Checklist have been completed.

Withdraw Checklist

This action enables the user to mark a Checklist as being withdrawn. The user can enter a note andchoose whether this note gets shown in the Pega Pulse panel in the Checklist Display.

Note: Withdrawing a Checklist doesn’t withdraw the individual Tasks on the Checklist.

Reopen Checklist

This action is available directly in the Links panel for Checklists that have either been completed orwithdrawn.



Task DisplayThe Task display can be accessed in the following ways:

l By clicking the link on the Task name in the Tasks panel on the Checklist display.

l By opening Tasks that are assigned to you from your work list.

The following shows a typical Task display:

The Task display can be split into the following pieces:

l Task Header

l Task Details Panel

l Links Panel



Task Header

The Task header displays the following information about the Task:

l Name

l Work ID

l Parent Checklist name and work ID - Contains link to parent Checklist

l Status

l Button Strip - Contains buttons for the actions that can be performed on the Task, including:Other actions - View a list of available actions that can be taken on the Task at the currentpoint of time.

Close - Close the Task display.

Save - Save current changes and continue performing the action.

Task Details Panel

The Task Details panel displays the displays the following information about the Task:



l Description

l Owner

l Percent Complete

l Start Date

l Due Date

l Issue

l Group

l Estimated Effort

l Actual Effort

l Remaining Effort

Links Panel

The Links panel contains various useful links, including the following:

l Help - View the help topic for Tasks.

l History - View a historical record of the various actions that have been performed on this Task.

l Follow - (For managers) Mark this Task as an item to follow. Followed items are displayed in the“Following” list in the Case Manager portal.

l Unfollow - (For managers) Remove this Task from the list of followed items.

l Tags - Manage the tags associated with this Task. Managers can directly search for work objectsby tags in the Case Manager portal by selecting the “Matching Tags” link in the search results pane.

l Start Task - Start working on this Task. This item is only shown for new Tasks.

l Reopen Task - Reopen a Task. This item is only shown for completed or withdrawn Tasks.



Actions Available on a TaskThe following is an overview of the user actions that are applicable on a Task, during the course of itslifecycle. These actions can be performed in the following two ways:

l Directly from the Task display. While performing an action in this mode, it is possible to switch toa different action (if it’s currently available) via theOther actions button.

l From the Actionsmenu on a particular task in the Tasks panel in the Checklist display.

Start Task

This action is available directly in the Links panel for new Tasks. Performing this action marks theTask as being “In Progress”.

Update Task

This action enables the user to update Task details.



Complete Task

This action enables the user to mark a Task as being completed. The user can enter a completion noteand choose whether this note gets added to the Pega Pulse feed. Performing this action on a Taskresets the remaining effort on the Task to zero.

Withdraw Task

This action enables the user to mark a Task as being withdrawn. The user can enter a note andchoose whether this note gets added to the Pega Pulse feed. Withdrawn Tasks no longer appear inthe Tasks Panel of the parent Checklist and also do not factor into the Checklist’s completionpercentage.



Reopen Task

This action is available directly in the Links panel for Tasks that have either been completed orwithdrawn.



Chapter 23: Email and SMS AccountConfigurationThis chapter outlines the various configuration options for setting up Email and SMS accounts in themarketing application. This includes the following:

l Configuring an Outbound Email Account

l Configuring an Outbound SMS Account

l Specifying Delivery Time Frames

l Configuring an Inbound SMS Account

Configuring an Outbound Email AccountTheOutbound tab on the Email landing page lists the various outbound email accounts that areconfigured in the system. This landing page is accessible in the Pega Marketing portal via:Configuration > Settings > Channels > Email

The following two accounts should already be present in your application:

l Default: System-wide default account for sending emails. This account is also the default accountfor sending Email and Passbook Treatments in Offers.

l PegaMKT-Work: This account is used to send Campaign-centric emails (such as CampaignApproved, Campaign Suspended, etc.).

Administrators should configure both these accounts appropriately to ensure proper delivery ofemails to both users and customers. To edit the account details inline, use the edit icon on the


Chapter 23: Email and SMS Account Configuration

account row. To view or update other account details (not shown in the inline edit), use the link in theAccount Name column to open the account’s data record.

In addition to these two accounts, other accounts can be created via the Add new link on the landingpage. These accounts can then be referenced as the delivery account in the Send Email, SendPassbook, and Send Multi shapes in an Offer.

A sample outbound email account configuration is shown below:

Refer to Specifying Delivery Time Frames for details on configuring availability options for theaccount.

Configuring an Outbound SMS AccountTheOutbound tab on the SMS landing page lists the various outbound SMS accounts that areconfigured in the system. This landing page is accessible in the Pega Marketing portal via:Configuration > Settings > Channels > SMS

The following account is shipped with the marketing application:

l Default: This is the default account for sending SMS Treatments in Offers.



Administrators should configure this account appropriately to ensure proper delivery of SMSmessages. To edit the account details, use the Edit link on the account row. To test the account, usethe Test link in the Connection column.

In addition to the Default account, other accounts can be created via the Add new connectionbutton on the landing page. These accounts can then be referenced as the SMS delivery account inthe Send SMS and Send Multi shapes in an Offer.

An outbound SMS account configuration is split into the following three tabs:

l Setup - The Setup tab is used to configure basic information about the SMS account, such asname, address, port, etc.

Refer to Specifying Delivery Time Frames for details on configuring availability options for theaccount.



l Advanced - The Advanced tab can be used to configure advanced account settings, such asresponse timeout, character encoding, and reconnect options.

l Additional settings - The Additional settings tab enables the administrator to directly specifyadditional SMPP configuration settings as name-value pairs. This provides a mechanism to setSMPP properties which are not exposed in the Setup and Advanced tabs.

Specifying Delivery Time FramesIt is possible to specify delivery time frames for both Outbound Email and SMS accounts. Timeframes only apply to the delivery of Email and SMS treatments in Offers. Other email delivery (e.g.work object related correspondence) is not subject to these restrictions.



Delivery time frames are configured in the Account Availability section of the Outbound Emailand SMS account details dialog.

The two availability options are:

l Always Available - This implies that this account is always available to deliver messages.

l Specify Range - This implies that this account will only deliver messages during the specified timerange. The following values need to be specified with this option:

From - Start value for the time range

To - End value for the time range

Time Zone - Time zone for the start and end time values. This is defaulted to the current user’sdefault time zone.

A sample configuration for the Specify Range availability option is shown below:

Configuring an Inbound SMS AccountAn inbound SMS account is used to listen for responses to Offers from customers and to then takethe next appropriate action based on the response received. The marketing application provides avariety of options for handling inbound SMS responses. For example, users can choose to parse theresponse text to determine the response and then associate each response with a different Offer. In asimpler scenario, users can choose to associate all responses to a particular account (inbox) with asingle Offer.

The Inbound tab on the SMS landing page lists the various inbound SMS accounts that areconfigured in the system. This landing page is accessible in the Pega Marketing portal via:Configuration > Settings > Channels > SMS



Use the Add new connection button on the landing page to create a new inbound SMS account.Clicking this button opens the connection configuration modal window. This modal is split into threetabs: Connection setup, Additional settings, and Response behaviors.

After creating an account, use the toggle control in the Running column to start and stop theaccount. The Connection status column indicates the current status of the account.

Connection setup

This tab is used to specify the connection details for the inbound SMS account. This includes thefollowing settings:

Field DescriptionAccount name Unique name for the Inbound SMS account

Host address Address for the SMSC host

Host port Port number for the SMSC host

Inbox address Address of inbox, on which to listen for responses

IP address IP address of the SMSC host

User ID,Password

Authentication credentials to connect with the SMSC

A sample configuration of this tab is shown below:



Additional settings

This tab enables the administrator to directly specify additional configuration settings as name-valuepairs. This provides a mechanism to set SMSC properties which are not exposed in the Connectionsetup tab.

Response behaviors

This tab is used to specify how the application should process inbound SMS messages that arereceived by this inbound SMS account.



Perform the following steps to configure the response behaviors for the account:

1. Select and configure the mechanism for matching received messages to responses. Choose fromthe following options:l One response

l Decision table

2. Specify how the system should handle un-inititated responses.

One response

Select this option to assign one response for all inbound SMS messages that are received for theinbox specified in the connection tab. For this option, use the Responses for inbound messagessection to specify the single response value and the Offer to associate with the response.

Decision table

Select this option for advanced response handling configuration. This option allows for theconfiguration of one or more decision tables to associate the inbound message received with aresponse value. Furthermore, each result from the decision table can be associated with an individualoffer (if desired).

Use theManage decision tables section to specify desired configuration options.

First, select between the following options:

l One offer – Select this option if all messages received on this inbox should be associated to asingle Offer. In this case, specify theOffer. This Offer name will be listed as the Offer for all resultentries in the decision table grid.

l Individual offers – Select this option if this inbox is used for receiving responses to multipleOffers. In this case, specify each Offer name alongside the response value in the decision tablegrid.



Then, add and configure your decision tables. To add a new decision table, enter or select it from thelist of available decision tables and click Add decision table. The newly added decision tableshould display in the decision table grid. Expand the decision table node in the grid to see the resultsreturned by the decision table. Associate each result with a response value and, if applicable, an Offername.

Multiple decision tables can be added to the grid in a similar fashion. When an inbound message isreceived, the decision tables will be evaluated in sequential order until a result value is successfullydetermined.

Note: For a decision table to be visible to the application, it should be created in the PegaMKT-Work-Offer class.

Accessing message and customer data in decision tables

In order to properly determine the appropriate Offer and response values for an inbound message,both message and customer data are made available for use in the decision tables.

Customer data can be accessed directly via the .Customer page property under the Offer class.

Inbound message data is made available under the .InboundResponseData.SMS page property underthe Offer class. This page includes properties for the incoming number (.SourceNumber) and themessage content (.MessageBody).

Note: If multiple decision tables are to be used, do not specify a return value for the otherwiseclause in the decision tables. This will allow for processing to move on to evaluating the nextdecision table in the list.



Handling un-initiated responses to Offers

In all scenarios outlined above, you can specify how the system should handle un-initiated responsesto Offers.

The two options available are:

l Push it to a workbasket – Select this option to prevent customers from responding to Offers thathave not been initiated for them. If this option is selected and a response is received from acustomer for an Offer that is not active for the customer, the response is treated as an error andmoved to the UnhandledInboundSMS work basket for further processing. This workbasket isaccessible to marketing managers via the Case Manager portal.

l Start the Offer for the customer – Select this option to initiate a new Offer for the customer ifthey respond to an Offer that is not active for them.

Handling responses from unknown customers

When an inbound SMS message is received, the sender’s number is looked up against the customertable to determine the customer that sent the message. If no matching customer is found, themessage is treated as an error and it is moved to the UnhandledInboundSMS work basket for furtherprocessing.



Chapter 24: Push NotificationsPush Notification is a mechanism by which a server sends (pushes) a message to the client. In termsof mobile apps, the push notification mechanism can be used by an app to send notificationmessages to its users.

Pega Marketing currently provides support for sending push notifications to apps running on thefollowing platforms:

l Android - Using Google Cloud Messaging for Android (GCM)http://developer.android.com/google/gcm/index.html

l iOS - Using Apple Push Notification service (APNs)https://developer.apple.com/library/ios/documentation/NetworkingInternet/Conceptual/RemoteNotificationsPG/Chapters/ApplePushService.html

Refer to the above links for more details on each of these services.

The following table lists the various roles involved in the push notification process along with theirresponsibilities:

Role Responsibility ScopeAppDeveloper

l Creates mobile app, which:Registers and un-registers app users for receiving push notifications from themarketing application, via the provided REST services. See Push Notification UserRegistration Services for details.

Receives and displays push notificationmessages to app users

l Deploys app on app platform (e.g. App Store, Google Play, etc.)

l Provides marketing administrator with key registration information for app

Outside ofPegaMarketing(PM)

MarketingAdministrator

l Registers app for receiving push notificationmessages from Pega Marketing. SeeRegistering Apps for Push Notification.

In PM

App User l Downloads and installs app from app store.(Behind the scenes, app registers the user for receiving push notifications)

Outside of PM

MarketingAnalyst

l Creates Offers and utilizes the Push Notification flow shape to send notificationmessages to registered app users. See Configuring Push Notifications in Offers.

In PM

MarketingSystem

l Handles registrations of apps

l Handles registrations/un-registrations of app users

l Delivers notificationmessages to registered users for registered apps

In PM


Chapter 24: Push Notifications

http://developer.android.com/google/gcm/index.html

https://developer.apple.com/library/ios/documentation/NetworkingInternet/Conceptual/RemoteNotificationsPG/Chapters/ApplePushService.html

https://developer.apple.com/library/ios/documentation/NetworkingInternet/Conceptual/RemoteNotificationsPG/Chapters/ApplePushService.html

Registering Apps for Push NotificationMarketing administrators can register apps for receiving push notification messages from themarketing application. This is done from the Applications tab of the Push Notifications landingpage. This landing page is accessible in the Pega Marketing via: Configuration > Settings >Channels > Push Notifications

Configuring a New App

Use theNew button to configure a new app for receiving push notifications. Provide the followinginformation for the app:

Setting PurposeName Name of the app. This is how the app will be referred within the marketing application (e.g. in Offer flows).

Description Description of the app

Platform Platform on which this app is available. Choose between Android and iOS.

Unique ID Unique identifier for this app. This ID is used for validating push notification service requests, such as thosefor registering and un-registering app users. See Push Notification User Registration Services for details.

For Android apps, additionally provide the following information:

Setting PurposeGoogleKey

Google key for this app. This value should be provided by the app developer and is required for using the GCMservice.



For iOS apps, additionally provide the following information:

Setting PurposeAppCertificate

Apple .p12 certificate for this app. Use the Choose File button to locate the certificate.

CertificateName

Name to use for storing the certificate in the system

CertificatePassword

Password associated with the certificate. The system will validate this password and will not upload thecertificate in case the password is invalid.

CertificateType

Type of certificate. Select either Production or Development.

MonitorApple’snotificationfeedbackservice?

Apple provides a feedback service which can be used to detect failed push notificationmessage delivery whenthe user has uninstalled the app from their iOS device. Pega Marketing ships with an agent that periodicallypolls the APNs feedback service to detect these errors. If any delivery errors are reported by the feedbackservice, the system un-registers the associated device registrations (as recommended by Apple), therebypreventing future deliveries.

Choose Yes to enable the system to monitor the feedback service for this app. When this option is selected,erroneous devices will automatically be un-registered from the marketing system.

Alternately, choose No to monitor the feedback service via an external system or mechanism. In this case, theexternal mechanism should invoke the un-registration service to un-register push tokens that are no longervalid.

Refer to the following link for details on the APNs feedback service:https://developer.apple.com/library/ios/documentation/NetworkingInternet/Conceptual/RemoteNotificationsPG/Chapters/CommunicatingWIthAPS.html#//apple_ref/doc/uid/TP40008194-CH101-SW3

Click Submit to create the new app and the associated platform variant.



https://developer.apple.com/library/ios/documentation/NetworkingInternet/Conceptual/RemoteNotificationsPG/Chapters/CommunicatingWIthAPS.html#//apple_ref/doc/uid/TP40008194-CH101-SW3

https://developer.apple.com/library/ios/documentation/NetworkingInternet/Conceptual/RemoteNotificationsPG/Chapters/CommunicatingWIthAPS.html#//apple_ref/doc/uid/TP40008194-CH101-SW3

Adding a Variant to an Existing App

Typically, mobile apps are available on multiple platforms. This notion is represented in the systemvia App Variants. The Application entry in the Push Notifications landing page grid represents theconceptual app. The actual app instance on a particular platform is represented via an App Variant.Upon creating a new app, the associated variant is also created. Other variants can be added via theAdd Variant action from the Actionsmenu for a particular application.



The configured variants for an app can be viewed via the expand pane icon, located to the left of theapp name.

Setting the Default App

Administrators can mark one app as the default. This is beneficial in scenarios where there is onlyapp or where a particular app is predominantly used. The default app is the (default) target for pushnotification messages in Offer flows. Marketing analysts can choose to override this by selecting aspecific app. See Configuring Push Notifications in Offers for more details.

Use theMake Default action from the Actionsmenu to mark an application as the default.

Testing an App Variant

After configuring an app variant, it is recommended that the user tests the configuration of thevariant to ensure that push notification messages can be delivered for the app. Testing the variantvalidates both the variant's configuration and the mobile app itself.

Use the Test action from the Actionsmenu for an app variant to launch the test variant dialog.

Provide a value for Test Push Token and click the Test button to send the test push notificationmessage. A push token uniquely identifies the installation of an app on a particular device. The appdeveloper should be able to provide you with the push token associated with the test device.

The system displays the status of the test message in the Test Result field.



The test message is delivered (as a push notification) to the app on the test device. The followingimage shows the test notification, as received for a sample app running on the Android platform:

Deleting an App Variant

Use the Remove action from the Actionsmenu for an app variant to delete the app variant.

Note: The Remove action is disabled on a variant once app users have been registered to receivenotifications for it.

Using Push Notification with Passbook

Push Notification functionality can also be used in conjunction with the Passbook functionality forpushing passbook updates. This feature is automatically enabled once Passbook settings have beenconfigured in the system. Refer to the Passbook Settings appendix for more details.

Configuring Push Notifications in OffersThe Push Notification shape in the Offer flow canvas enables the user to configure notificationmessages for delivery.



General Configuration

The following general configuration options are available in the General section of the propertiespanel for this shape:

Name PurposeMessage Notificationmessage to push to the customer’s registered device(s). This can be plain text or an expression.

PlaySound?

Associate sound with the notificationmessage. If this setting is enabled, the message payload references thedefault sound. When the message is received by the device, the device-specific default sound for notifications (ifenabled) is played.

KeyCode

Marketing code to identify the shape. This value can be passed to the device along with the notificationmessage(as additional values).

A sample configuration for the general settings is shown below.

Application Configuration

The following settings are available in the Application Configuration section of the propertiespanel for this shape:

Name PurposeDefaultApplication

Determines whether the notificationmessage should be pushed for the default app.

OtherApplication

Determines whether the notificationmessage should be pushed for the specified app. Select the app tonotify from the drop-down of configured apps.

A sample configuration for the applications settings is shown below.



Wait After Sending

Users can determine whether they would like to wait after the notification message is pushed. Thefollowing options are available in theWait After Sending section for this shape:

Name PurposeWait Determines whether Offer flow execution should wait after pushing the notificationmessage.

When this is enabled, the user can specify the duration for the wait by setting the propertiesbelow appropriately.

Days Number of days to wait

BusinessDays?

Determines whether the wait duration should be in terms of business days or regular week days.

Hours Number of hours to wait

Minutes Number of minutes to wait

Seconds Number of seconds to wait

Send Additional Values

Users can choose to include other information as part of the notification message payload. This datacan be used by the app developer. Different platforms place different restrictions on the size of theoverall message payload. Users should be aware of this limitation when specifying additional values.A notification message that ends up being larger than the allowed payload size may not be delivered.

Enable the Send Additional Values? checkbox (in the Additional Details section of theproperties panel) to pass additional values. Use the grid controls to add fields. For each field, specifya name and value. The name must be plain text, but the value can be an expression. The key codecan also be passed as an additional field (as shown in the example below).



Set Badge

The Set Badge? option (in the Additional Details section of the properties panel) allows users toset a numeric badge value along with the notification message. This value only has an impact if it'ssupported by the app platform. For example, in iOS, the badge value is shown as a number on theapp's icon. The Badge Value field can either be a static number or a numeric expression.

Push Notification User Registration ServicesPega Marketing provides two services for registering app users with the system. Push notifications(from Offers) are only sent to registered customers. It is the responsibility of the app developer tocode the app to invoke these services, at appropriate points in time. For example, when a customerinstalls the app, the app must register with the platform push notification service (e.g. APNs, GCM)and should then invoke the marketing registration service.

The services provided are:

l Registration Service

l Un-registration Service



Registration Service

The registration service is a REST service that supports the POST HTTP method. The URL for thisservice is:

http://<host>:<port>/prweb/PRRestService/PushNotification/Registration/Register

For the request, this service expects a JSON object having the following structure:

{ "AppVariantID":"<AppVariantID>", "PushToken":"<PushToken>", "UserID":"<UserID>"}

The tokens included in the above request are:

l AppVariantID - Unique ID for the app variant configured in the system. This is specified whenthe app variant is created in the system and is used as a means for validating genuine requests.

l PushToken - Token assigned by the platform messaging service that is used for pushingnotification messages for the selected app on the selected device.

l UserID - ID associating the app user with a customer in the system. In the out-of-the-boximplementation, the expected value for this field is the CustomerID property. Customimplementations can override the mechanism by which this field is associated to a customer inthe system.

For the response, this service sets the appropriate HTTP status code. In case of errors, an appropriatemessage is also returned as part of the error stream.

Un-registration Service

The un-registration service is a REST service that supports the POST HTTP method. The URL for thisservice is:

http://<host>:<port>/prweb/PRRestService/PushNotification/Registration/Unregister

For the request, this service expects a JSON object having the following structure:



{ "AppVariantID":"<AppVariantID>", "PushToken":"<PushToken>"}

The tokens included in the above request are:

l AppVariantID - Unique ID for the app variant configured in the system. This is specified whenthe app variant is created in the system and is used as a means for validating genuine requests.

l PushToken - Token assigned by the platform messaging service that is used for pushingnotification messages for the selected app on the selected device.

For the response, this service sets the appropriate HTTP status code. In case of errors, an appropriatemessage is also returned as part of the error stream.

Note: Un-registering a push token removes the push token registration from the system. The Data-PushNotification-Delivery-Registration.PreRegistrationDelete activity is provided as an extensionpoint for custom implementations. This activity can be used to insert desired behavior before theregistration entry is deleted. This activity can also be used to bypass the deletion process. For moredetails, refer to the usage guidelines specified in this activity.



Chapter 25: Marketing ProfileMarketing Profile is a way of describing a customer categorically so that they can be grouped formarketing purposes. This includes a set of characteristics that identifies the customer and their valueto the organization. This profile also includes a quick glance of the interaction between the customerand the organization.

Marketing Profile is accessible in the Pega Marketing portal via: Reports > Marketing Profile

When initially launched, the Marketing Profile simply contains a search box. Users can use this box tosearch for the desired customer either by the customer’s name or ID. Upon searching, the systempresents a list of matching customers. Users can select the desired customer from this list to viewthat customer’s profile.

Note: Marketing Profile can also be used to search for and review anonymous customers. Refer tothe Identity Matching and Marketing Profile section in the Identity Matching chapter for details.


Chapter 25: Marketing Profile

Profile ElementsThis section outlines the various elements of a customer’s Marketing Profile. This includes thefollowing:

l Customer Details

l Customer Dimensions

l Customer Demographics

l Propensity Scores

l Engagement History

Customer Details

This section provides basic information about the customer such as their name, image, gender,address, and email.

In addition to basic information, this section also presents a view of the customer’s segmentation, i.e.the Segments to which this customer belongs. In our example, the customer is a member of fivedifferent Segments.

The customer segmentation view provides the user with a quick insight into the customer’scategorization. This information can be useful when determining how to appeal to a particularcustomer.

Note: The Segments list for a customer does not display virtual Segments.



Customer Dimensions

This section provides the user with a visual overview of the customer’s performance across variousdimensions including Lifetime Value, Churn Risk and Credit Risk.

The scores on each of these dimensions are visually indicated and are also classified into high (H),medium (M), and low (L).

In addition, the recommended next best action for this customer is also displayed.

Customer Demographics

This section displays basic information about the customer. This information is further categorizedinto:

l Communication – Customer’s email address and mobile phone number

l Demographics – Customer’s age, gender, and income

l Social Handles – Customer’s handle on various social media outlets



Propensity Scores

This section displays the customer’s propensity scores for the top three Offers for the customer.Propensity is the likelihood that the customer will accept the Offer.

Engagement History

This section presents an overview of the customer’s engagement with the organization. The top ofthis section contains a visual breakdown of this engagement, in terms of customer interactions,impressions, and the Offers taken by the customer.

In addition, the interactions count is further broken down into the various communication channels(such as Email, Web, etc.), as shown below:

Finally, this section also presents a summary of the customer’s engagement. This information isdisplayed in a chronological order, with the most recent engagement at the top. For eachengagement, the icon on the timeline indicates the channel of communication. Additionally, if theengagement resulted in an impression or the Offer being taken, this is indicated via the appropriatecolored dot next to the interaction date.



Users can utilize the calendar icon to specify a different time period for the timeline.

Furthermore, users can click the engagement circles to filter the timeline to the specific engagementtype (e.g. Impression or Offer Taken).

Marketing Profile Customization GuidelinesThis section provides guidelines for customizing the Marketing Profile to work with your application.This includes the following topics:

l Displaying Next Best Action

l Displaying Top Offers

l Displaying Customer Dimensions



Displaying Next Best Action

The Marketing Profile displays the Next Best Action to take for the selected customer. This section listthe steps involved for displaying the Next Best Action information in the Marketing Profile in yourapplication.

Perform the following steps if you already have a Next-Best-Action type strategy:

1. Open theMKTProfileMainStrategy strategy rule in PegaMKT-Data-Customer

2. Save As this strategy into your implementation ruleset

3. Re-map the NextBestAction component to point to your existing Next-Best-Action strategy

Otherwise if you don’t have a Next-Best-Action type strategy, perform the following:

1. Open the empty NextBestAction strategy rule located in PegaMKT-Data-Customer


3. Implement your Next-Best-Action logic, arbitrating across the business issues you plan toimplement (i.e. Sales, Retention, Servicing, etc.)

Displaying Top Offers

The Marketing Profile also displays the Top Offers (or Offer Categories) for a customer. This sectionlist the steps involved for displaying the Top Offers information in the Marketing Profile in yourapplication.

Perform the following steps if you already have a Next-Best-Offer type strategy:



3. Re-map the NextBestOffer component to point to your existing Next-Best-Offer strategy

4. Select the Public Component to output if there is more than one

Otherwise if you don’t have a Next-Best-Offer type strategy, perform the following:

1. Open the empty NextBestOffer strategy rule located in PegaMKT-Data-Customer




3. Implement your Next-Best-Offer logic, arbitrating across the various types of Offers you plan tomake

Displaying Customer Dimensions

The Marketing Profile also calculates and displays several values that are part of the customerdimension, such as CLV_VALUE, Credit Risk, and ChurnScore. If these properties are already part ofyour customer data, then you can simply map them in the customer class. On the other hand, tocalculate the values of these properties in a Pega Marketing strategy, perform one of the followingseries of steps.

If you already have a CLV and Risk type strategy:



3. Re-map theMKTProfileDecisionResults component to point to your existing CLV and Risk strategy

4. Select the Public Component to output if there is more than one

If you don’t have a CLV and Risk type strategy:

1. Open theMKTProfileDecisionResults strategy rule located in PegaMKT-Data-Customer


3. Implement your CLV and Risk logic as per your requirements



Chapter 26: Revision ManagementRevision Management is a Pega 7 Platform feature that enables business users (such as marketers) totake ownership of parts of the enterprise application. Marketers can make controlled changes in thebusiness sandbox and test these in production within the boundaries defined by IT. Refer to officialRevision Management documentation (DMSample Cases - Revision Management) for details onvarious features, such as the roles involved and the actions they can perform in RevisionManagement.

Revision Management enables marketing users to revision, package, and import marketing artifacts.The DecisionManager:PegaMarketing role facilitates Revision Management in the Pega Marketingportal. This role is automatically added to the RevisionManager and StrategyDesigner access groupsfor overlays created for Pega Marketing applications.

Most marketing artifacts can be included and updated in revisions using the processes described inthe Revision Management guide. Revision managers can start a new Revision and create ChangeRequests within the Revision. A Change Request can contain marketing rules and can be assigned to amarketer. TheMy Work widget (shown below) and the Revision Management widget enablemarketers to view their assigned Change Requests.

Revision Management WidgetMarketing users can also add the Revision Management widget to their Home page in the PegaMarketing portal.


Chapter 26: Revision Management

This widget displays Change Requests that are assigned to the user and lists each rule within therequest. Users can click Edit to open the rule directly from the widget.

Segments and SamplesSegments and Samples are handled differently in Revision Management in order to preserve dataintegrity between their definition and stored results. Rules of these two types, included in the overlay,are listed in the Segmentation tab (under Rules) on the Revision Management landing page. Thislanding page can be accessed via the Revision Management link in the Pega Marketing portal.



Users can directly open these rules from the grid shown above. Unlike other rule types, these ruleswill need to be checked out before they can be updated. Once the rule has been updated, it should bechecked back in.

These rules can be managed in the following two ways:

l Included with an existing Revision

l Packaged directly

Included with an existing Revision

If there is an active Revision, updated Segments and Samples will automatically be associated withthe Revision. The Revision object displays the list of included Segments and Samples along with theircurrent status. An In progress status indicates that the rule is currently checked out, whileUpdatedindicates that the rule is checked in.

No special action is required to package these rules as they will be included in the revision packagewhich is generated upon completion of the Revision.



Packaged directly

Even when there isn't an active Revision, users can open and modify Segments and Samples. In sucha case, once all modified rules have been checked in, revision managers can utilize the Packagerules... button to package these rules directly from the Segmentation tab in the RevisionManagement landing page.

Clicking this button automatically generates a Revision, completes it, and makes the revision packageavailable.

Importing Revision PackagesBasic revision packages can be imported following the prescribed Revision Management process.However, revision packages that contain any of the following rule types require an additionalconfiguration during import to prevent compromising live data.

l Output Templates

l Segments



l Samples

l Volume Constraints

For such packages, the optional test phase of the import process must be skipped by enabling theSkip test phase checkbox in the Review contents stage.

After the import is complete, the following actions are recommended for such packages:

l Run imported Segments and Samples to apply the latest definitions.

l Review imported Volume Constraints and determine if any of the manually reset constraintsshould be reset.

Note: For marketing rules that support scheduling (Segments, Samples, Analysis Projects, OutputTemplates), the import process retains the schedule configuration (if configured) on the destinationenvironment.



Chapter 27: Identity MatchingIdentity matching is a feature that allows a Pega Marketing application to identify individuals acrosstheir addressable devices. This feature also enables a seamless transition between an anonymousindividual and a recognized customer.

When an individual is anonymous (e.g. not logged in), relevant information is captured during theirvarious interactions with the application. This information can then be utilized to determine the Next-Best-Action for this individual. When the individual authenticates themselves as a customer, theiranonymous interaction data is merged with their previous interaction history. This allows themarketing application to maintain a complete view of the customer journey.

Identity matching is incorporated in the following functional areas:

l Email

l Microsites

l Real-Time Containers

Identity matching utilizes browser cookies to store identifying information. For individuals yet to beidentified, a unique id is stored in the cookie. Once an individual has been identified as a customer,their (encrypted) customer id is stored. During the individual's interactions with the application,additional data is collected and associated with the appropriate identifier (customer id or unique id).The captured associations are specific to the functional area and are listed in the correspondingsection.

Identity Matching in EmailIdentity matching occurs when users open and respond to marketing emails sent via the application.

The following associations are captured when a customer opens a marketing email (handled by theIMPR service):

l CustomerID ↔ UniqueID

l CustomerID ↔ Email Address

l CustomerID ↔ IP Address

l UniqueID ↔ Email Address

l UniqueID ↔ IP Address


Chapter 27: Identity Matching

The following associations are captured when a user clicks on a response link in a marketing email(handled by the PORE service):



l UniqueID ↔ IP Address

Identity Matching in MicrositesIdentity matching also allows marketers to track unidentified customers and their interactions withMicrosites. When an anonymous individual visits a Microsite, the system identifies the individualwith a unique identifier. Later, when customer information is available to the Microsite, the systemassociates the anonymous user's interactions with the customer.

The following associations are captured during interactions with the Microsite:


l CustomerID ↔ Email Address

l UniqueID ↔ Email Address

Identity matching in Microsites is handled by the following stages in the lifecycle:

1. Load Data - In addition to loading customer data, this stage also saves the aforementionedassociation data. For example, if the browser cookie contains the unique id but the Microsite isaware of the customer, this stage associates the unique id and the customer id. Additionally, thecookie is updated with customer information.

2. Confirmation - In this stage, the Perform Identity Matching step associates available Micrositeattributes. For example, if the Microsite collects email information, this information is associatedwith the available identifier (customer id or unique id).



Note: To perform identity matching during a different stage, include the Perform IdentityMatching step in that stage.

In addition to the above stages, identity matching also occurs in the following areas in Microsites:

l Impression capture - When the section RecordImpressionForMicrosite is included in a Micrositestage to capture impressions, it calls the IMPR service. For anonymous users, this service recordsthe impression using the unique id.

l Launching another Microsite - When a Microsite launches (or redirects to) another Microsite,identity matching attributes - such as customer id or unique id - are propagated to the newMicrosite.

Customization Note: If the Perform Harness rule is specialized in the new Microsite class, ensurethat the IdentityMatchingConfiguration Section rule is included in this Harness. This section enablesthe Internet Application Composer (IAC) gadget to update the browser cookie.

Identity Matching in Real-Time ContainersIdentity matching also allows marketers to track anonymous individuals and their interactions withReal-Time Containers. When a marketer defines a Container to represent a portion of a web page, theContainer uses browser cookies to perform identity matching.

The following associations are captured during interactions with the Real-Time Container:



Additionally, identity matching is implicitly performed by the following Real-Time Container services:

l Container - Only for the Web channel

l ExecuteWebContainer

l CaptureWebImpression

l CaptureWebClickThrough

Identity Matching and Marketing ProfileMarketers can use Marketing Profile to search for anonymous users and view their interactions withthe marketing application.



Note: To allow for the searching of anonymous users, the MKTProfileEnabled When rule must beenabled (i.e. set to true).

The Marketing Profile search functionality provides an additional Search by UID checkbox to allowfor searching of anonymous users.

When this checkbox is unchecked, the search looks for existing customers based on their identifierand name.

When this checkbox is checked, the search looks for anonymous customers using their uniqueidentifier.

Upon clicking the link for the anonymous customer, their interaction details are displayed.



At a later point, if the anonymous individual identifies themselves as a known customer, theanonymous interaction details are merged with the customer's interaction history. Searching for theanonymous individual (by their unique id) now reveals the identified customer in the search results.



Appendix A: User PreferencesUser preferences are accessed via the Preferences item in the operator’s drop-down menu.

Marketing-specific user preferences are listed in the Pega Marketing preferences section of thePreferences dialog and include the following:

PreferenceName

Purpose DefaultValue

Validate Key Codes Sets a user preference to require key code entry in marketing artifacts(such as Offers and Treatments). If this requirement is enabled at thesystem level by the administrator, this user preference is ignored.

Disabled


Appendix A: User Preferences

Appendix B: Administrative SettingsThis appendix outlines the various application configuration options that are available for theadministrator to configure the marketing application. These settings should be configured as part ofsetting up the marketing application and can be adjusted later, as the need arises.

The Application Settings landing page is available only to marketing administrators and lists variousconfiguration options. This landing page is accessible in the Pega Marketing portal via:Configuration > Settings > Application Settings

To change any of these settings, click the Edit button on the particular setting’s landing page. In editmode, click Save to save and apply your changes to the settings; or click Cancel to discard yourchanges.

Note: These settings are stored in a node-level data page. Any changes made to these settings on aparticular node should be immediately visible to all processes running on that node. In a multi-nodeenvironment, changes may take up to an hour to reflect across other nodes. In such situations, it isadvisable to manually flush the data page on each of the nodes after changing these settings. To doso, open the Declare_MKTSystemSetting data page (under PegaMKT-System-Setting) and click theClear Data Page button on the Load Management tab.

Configuration SettingsThis landing page contains settings pertaining to the overall execution infrastructure.

Setting Name Setting PurposeOutbound DefaultData Source

Specifies the database instance where the customer table resides and where theapplication will store execution data (such as data pertaining to Segment and Campaignexecution).

Outbound DBPreview File Size

Specifies the number of records displayed in the preview file when previewing thecontents of the data written for a Database Template.

Batch Size Specifies the size (number of records) into which back-end processing is batched, in orderto leverage performance improvements from vertical and horizontal scalability.

Delete CampaignRun data older thanX days

Specifies the threshold (in number of days) for purging Campaign execution data. Thisonly applies to data for Campaign Runs where all Offers are complete.

Output File DateFormat

Specifies the default format to be applied to date fields in a File Template.

Global Exclusion ListSegment

Specifies the Segment that represents the global exclusion list. Refer to the Exclusion Listchapter for details. When no value is specified, the exclusion list feature is disabled.


Appendix B: Administrative Settings

Setting Name Setting PurposeNote:Whenever a change is made to this setting, all event-based Campaigns need to besuspended and re-submitted for execution.

Use Simulation Data Specifies whether Dashboard widgets should use simulated data. Enable this setting toreview the Dashboard and its capabilities in the absence of real data.

Use Decision DataSource

Specifies whether a decision date store (such as Cassandra) should be utilized to storecustomer-centric data, such as Segment membership and Contact Policy usage.

Note: The use of decision data sources requires a DNode to be configured in yoursystem. Refer to Pega 7 Platform documentation for more details.

Enable Partitioning Specifies whether database partitioning should be enabled in order to increaseperformance. Enabling partitioning requires that the customer table be partitioned on thePartitionKey column.

When partitioning is enabled, the following partitioning mode options may further beavailable:

l Data Partitioning - Data partitioning logically groups data into chunks to achieveperformance gains.

l Table Partitioning - Table partitioning leverages database-level features (with fasterdisk access) to structure the data in smaller chunks. Table partitions typically providemore optimal performance than data partitions. This is primarily due to their fasterrate of disk access.

Note: Table partitioning is only available if supported by the underlying database.Typically, this feature is only supported by enterprise editions of database systems. Incases where the database system doesn't support table partitioning, the systemautomatically uses the data partitioning mode when partitioning is enabled. In this case,the partitioning mode options are not displayed.

After enabling partitioning, specify the range partition values for the PartitionKey columnin the Partition Ranges grid, as shown below:

Note: Exercise extreme caution in toggling the Enable Partitioning and Use Decision DataSource settings on a live system. These settings are propagated to and utilized in the creation ofSegment and Campaign execution data. Toggling these settings after creation of Segments orexecution of Campaigns might necessitate the re-creation of these artifacts.



Artifact SettingsThis landing page contains settings pertaining to the behavior and display of artifacts.

Setting Name Category Setting PurposeArtifact Key CodesRequired

Key Codes Specifies whether key code entry is required for artifacts (such asCampaigns, Offers, and Treatments). If this setting is enabled, it will over-ride the user preference for specifying key codes.

Default ResponsePage

EmailResponses

Specifies the Section rule that will be used as the default response pagefor Email responses.

Default OfferExpired Page

EmailResponses

Specifies the Section rule that will be used as the default page for Emailresponses to expired Offers.

Default Offer NotAvailable Page

EmailResponses

Specifies the Section rule that will be used as the default page for Emailresponses to Offers that are no longer available.

Mapping LicenseKey

Geofences Specifies the license key to use for the Google Maps™mapping service.

Default CustomerLocation Properties

Geofences Specifies the properties on the customer class to use as defaults for thecustomer’s location (latitude and longitude) when filtering on Geofencesin Strategies.

Number ofscheduledCampaign Runs

UpcomingCampaignRuns

Specifies the number of Campaign Runs that the system will schedule at atime for open-ended Campaigns - i.e. where the end date is not set.

Inbound SMS SettingsThis landing page is used to specify the list of properties on the customer class that relate to a phonenumber. When an inbound SMS is received, the system looks at this list of properties to determinethe customer columns in which it should look for the sender’s phone number.

Any property specified here must be a property on the customer class and must be mapped (via theexternal mappings) to a column in the customer table.

Manage Data RelationshipsThis landing page is used to configure the customer and prospect classes for the application and theassociations between various data mart entries.

Setting Name Setting PurposeCustomer Class Specifies the name of the customer class for the application. This is the class that is



Setting Name Setting PurposeName mapped to the customer table. This class must either directly be PegaMKT-Data-Customer

or a class that extends the PegaMKT-Data-Customer class. Refer to the implementationguide for more details.

Prospect ClassName

Specifies the name of the prospect class for the application. Refer to the Configuring theProspect Class section of the Prospects chapter for details.

Note: Both the customer class and the prospect class must have the CustomerID property as theironly key.

Note: The name of any database column listed in the External Mapping tab of the customer andprospect classes must not exceed 27 characters.

This landing page also enables synchronization of the Seed List structure with the customer classstructure. For details, refer to the Updating Seed List Columns section of the Seed Lists chapter.

Associating Entities with the Customer Class

The Manage Data Relationships landing page enables management and configuration of associationsbetween the customer class and other external entities that are related to it (e.g. Purchase Data,History, etc.).

Refer to the Configuring your Customer Class chapter of the Pega Marketing Implementation Guidefor details.

Pega Marketing Dynamic System SettingsThe following table describes the Dynamic System Settings utilized by Pega Marketing which can bemodified manually by administrators, if the need arises.

OwningRuleSet

Setting Name Description DefaultValue

PegaMKT-Engine ADMTimeoutForDelayedLearning Duration (in seconds) to store results foradaptive learning.

2592000(30 days)

PegaMKT-Engine ADMShortTimeoutForDelayedLearning Short duration (in seconds) to store results foradaptive learning. Currently, this shortduration is utilized for Real-Time Containerscenarios.

86400(1 day)

PegaMKT-Engine HelpURI/MarketingHelp URL where the MarketingHelpWAR file isdeployed. This should be configured as part ofinstalling Pega Marketing.



OwningRuleSet

Setting Name Description DefaultValue

PegaMKT-Engine MKTDDFProgressNewTimeout Timeout duration (in seconds) used internallyto determine if Data Flow execution is stuck inthe New state, i.e. hasn't started execution.

60

PegaMKT-Engine MKTDDFProgressRefreshInterval Refresh duration (in seconds) used internallyfor monitoring progress of Campaignexecution Data Flows.

30

PegaMKT-Engine MKTDDFProgressRefreshTimeout Timeout duration (in seconds) used internallyto determine if Data Flow execution is stuckprocessing a batch of records.

600(10minutes)

PegaMKT-Engine MKTDefaultTemplateTextLength Default size of text columns created inDatabase Template tables. This value is onlyused for those properties which do not havemax length specified. For individual cases, it isrecommended to set the max length on theproperty rule rather than updating this setting.

200

PegaMKT-Engine MKTSegmentRefreshInterval Refresh duration (in seconds) used internallyfor monitoring progress of Segment executionData Flows.

10

PegaMKT-Engine WaitAgentReQueueTime Duration (in seconds) used internally to re-queue wait agent processing if a CampaignRun table still has records that are in apending state.

600(10minutes)

PegaMKT-Integration

ConnectMKTURL URL where Pega Marketing is deployed. Thissetting needs to be configured on a remoteEvent Strategy Manager environment whenintegrating with Pega Marketing Events. Referto the Real-Time Events chapter for details.

PegaMKT-Portal MaxRecentsCount Number of items to show in the RECENT panein the Pega Marketing portal.

10

PegaMKT-PushNotification

NumberOfPartitions Number of buckets used internally to dividePush Notification processing items. Eachbucket can be picked up individually by a nodewhere the Push Notification Processor agent isrunning.

5

PegaMKT-PushNotification

RequestorBatchSize Number of Push Notification items to processat a time. The Push Notification Processoragent retrieves items till this size is met (or allitems have been retrieved) before processingthem.

1000



Appendix C: Passbook SettingsIn order to use the Passbook functionality and send passes to customers, the administrator mustupload valid certificates into the system. This is done from the Certificates tab of the Passbooklanding page. This landing page is accessible in the Pega Marketing portal via: Configuration >Settings > Channels > Passbook

Administrators must upload the following the two certificates:

l Apple Certificate

l Organization Certificate

Uploading the Apple CertificateUsers must upload the Apple Worldwide Developer Relations Certification Authority (WWDRCA)certificate. This can be downloaded from: http://www.apple.com/certificateauthority

Only one instance of this certificate type can be uploaded into the system. Use theUpload AppleCertificate button to launch the upload certificate dialog. Use the Choose File button to locate thecertificate and upload it. No other information is required while uploading this certificate.

Uploading the Organizational CertificateUsers must also upload the Apple .p12 certificate for their Organization or group. This certificate isassociated with a pass type id and can be generated from the iOS Provisioning Portal, which isaccessed via the iOS Dev Center (http://developer.apple.com/devcenter/ios).

Currently, only one instance of this certificate type can be uploaded into the system. Use theUploadOrganization Certificate button to launch the upload certificate dialog. Use the Choose Filebutton to locate the certificate.


Appendix C: Passbook Settings

http://www.apple.com/certificateauthority

http://developer.apple.com/devcenter/ios

In addition, provide the following information:

Setting DescriptionCertificatePassword

Password associated with the certificate. The system will validate this password and will notupload the certificate in case the password is invalid.

OrganizationName

(Optional) Organization name to display on delivered passes. If this is not provided, theorganization name associated with the certificate will be used.

To review an existing certificate or to delete a certificate, use the Open action from the Actionsmenu to launch the certificate rule form.


Appendix C: Passbook Settings

Appendix D: System HealthPega Marketing provides a diagnostic tool for your marketing application called System Health.System Health allows marketing administrators to quickly review errors and warnings associatedwith their marketing application. The System Health landing page is visible only to administrators andis accessible in the Pega Marketing portal via: Configuration > Settings > System Health

Each time the System Health landing page is launched (or refreshed), the health check is initiated.Once the check is complete, the results of the check are displayed and resemble the following:

Note: Due to the nature of some of the checks performed (e.g. validating Email and SMS accountconnectivity), the System Health check may take some time to complete. During this duration, aloading screen is displayed. To reduce this load time, administrators should ensure all connection-related errors and warnings are resolved.

The System Health page displays the following information:

l Last updated date and time

l Errors and Warnings cards

l Errors and Warnings grids


Appendix D: System Health

Errors and Warnings Cards

These cards are displayed at the top of the System Health landing page and provide the administratorwith a quick overview of the status of their application. Each card displays the total number and abreakdown of this total into the following categories:

l Agent

l Channel

l Configuration

l Runtime

Clicking anywhere on a card ensures that the corresponding (Errors/Warnings) grid below is visible.This may result in the other grid being collapsed.

Errors and Warnings Grids

These grids provide detailed information on the health check failure (i.e. error or warning). Thefollowing columns are available in both grids:



ColumnName

Description

Category Category of the error or warning(Agent, Channel, Configuration, or Runtime)

Source Actionable area of the system associated with the error or warning. This could be alanding page, a data instance, a rule form, or a work object. Clicking this field willopen the referenced object or page. In most cases, the administrator should be ableto rectify the failure by making appropriate changes in the opened object or page.

Message Descriptive text that explains the error or warning. For longer messages, use theMore link to view the complete message and the Less link to revert to the abridgedview.

The header of each grid displays the total number of items in the grid. Users can also click the headerto toggle the grid view between expanded and collapsed. Additionally, each column in the two gridssupports sorting and filtering.

Agent Errors and WarningsThe following table explains the scenarios that contribute to the Agent Errors and Agent Warningslists.

Failure Scenario Type Use Source link to…Pega Marketing (PM) agenthas failed and stopped

Error Launch the Agent Detail page for this agent. Administrators canmanage (stop andstart) the agent from this page.

Basic PM agent is stoppedon all system nodes

Error Launch the Agent Detail page for this agent. Administrators can start the agent onone or more nodes from this page.

Optional PM agent isstopped on all system nodes

Warning Launch the Agent Detail page for this agent. Administrators can start the agent onone or more nodes from this page.

Basic PM agent has brokenprocess queue items

Error Launch the Broken Process Management landing page for the agent.Administrators can review failures and delete broken queue items from this page.

Optional PM agent hasbroken process queue items

Warning Launch the Broken Process Management landing page for the agent.Administrators can review failures and delete broken queue items from this page.

For each entry in the Agent category, if the failure is node-specific, the Message column containsmessages for each failing node, prefixed by the node id.

Optional Pega Marketing agents are those that are not tied to core functionality and may not beutilized in some installations. Typically, these agents perform channel-specific functionality such asEmail, SMS, and Push Notification. Administrators should be aware of the functionality being used bytheir marketing application, so they can better assess the true impact of failures in these agents.



Channel Errors and WarningsThe following table explains the scenarios that contribute to the Channel Errors and ChannelWarnings lists.

Failure Scenario Type Use Source link to…Default or PegaMKT-Work Outbound EmailAccount doesn’t exist

Error Open the Outbound Email landing page. Administrators shouldcreate the missing account(s) from this page.

Default or PegaMKT-Work Outbound EmailAccount fails to connect

Error Open the Email Account’s rule form. Administrators should correctany configuration issues in the account’s settings.

Other Outbound Email Account fails toconnect

Warning Open the Email Account’s rule form. Administrators should correctany configuration issues in the account’s settings.

Default Outbound SMS Account doesn’t exist Warning Open the Outbound SMS landing page. Administrators shouldcreate the Default account from this page.

Outbound SMS Account fails to connect Warning Open the Outbound SMS landing page. Administrators shouldcorrect any configuration issues in the account’s settings.

Inbound SMS Account connection has failed Warning Open the Inbound SMS landing page. Administrators shouldcorrect any configuration issues in the account’s settings.

There are recent Offer Email delivery errors Warning Open the Error Tracking landing page. Administrators can reviewandmange errors from this page.

Error occurred while writing to output file ortable

Error Open the Outbound File or Database landing page. Administratorscan review the error and retry from this page.

Apple or organizational Passbook certificateis missing or expired

Warning Open the Passbook Settings landing page. Administrators canmanage the certificates from this page.

No default Push Notification app exists ordefault app has no defined variants

Warning Open the Push Notifications landing page. Administrators canconfigure apps and app variants from this page.

Push Notification iOS app certificate ismissing or expired

Warning Open the Push Notifications landing page. Administrators canconfigure apps and app variants from this page.

Configuration Errors and WarningsThe following table explains the scenarios that contribute to the Configuration Errors andConfiguration Warnings lists.

Failure Scenario Type Use Source link to…Outbound Default Data Source is not configured ordoesn’t exist in the system

Error Open the Configuration Settings landing page tab.Administrators should update the settings to point to avalid data source.

Outbound Default Data Source fails to connect Error Open the rule form for the data source. Administrators



Failure Scenario Type Use Source link to…should correct the configuration settings and re-test theconnection.

Customer or prospect class doesn’t exist Error Open the Data Relationships landing page tab.Administrators should update the settings to point to theright classes.

A required PM property (such as CustomerID) is notmapped on the customer or prospect class.

Error Open the class rule. Administrators should add amapping for the missing property.

An optional PM property (such as pyEmail1) is notmapped on the customer or prospect class.

Warning Open the class rule. Administrators should add amapping for the missing property.

Column referenced in External Mappings ofcustomer or prospect class does not exist in thedatabase.

Error Open the class rule. Administrators should review allmappings andmake any necessary corrections.

PM Access Group doesn’t have Default destinationruleset configured

Error Open the Access Group. Administrators should set theDefault destination ruleset to their marketingapplication’s artifacts ruleset.

Default destination ruleset configured on PM AccessGroup doesn’t exist

Error Open the Access Group. Administrators should validatethat the correct RuleSet Version is being used.

Default destination ruleset configured on PM AccessGroup is locked, but an open RuleSet Version existsfor the same RuleSet

Error Open the Access Group. Administrators should updateinstance to reference an unlocked RuleSet Version.

Default destination ruleset configured on PM AccessGroup is locked and no open versions exist for theRuleSet

Error Open the RuleSet. Administrators should add a newunlocked version and update the Access Group toreference this new version.

Batch decisioning agent is not running on any nodes Error Open the Decisioning Topology landing page.Administrators should enable the ProcessBatchJob agenton at least one of the system nodes.

Batch decisioning agent doesn’t have number ofthreads configured

Error Open the Decisioning Topology landing page.Administrators should set the number of threads to apositive number for each enabled node.

Public Link URL is not specified Warning Open the Resource URLs landing page. Administratorsshould set this URL if their marketing application utilizesthe Email delivery channel.

Mapping License Key for Google Maps is notspecified

Warning Open the Artifact Settings landing page. Administratorsshould set a value for this key if their application utilizesthe Import Geofences wizard.



Runtime Errors and WarningsThe following table explains the scenarios that contribute to the Runtime Errors and RuntimeWarnings lists.

Failure Scenario Type Use Source link to…Marketing Campaign has failed recently Error Open the failed work object.

Marketing Campaign has one or more recent failed runs Error Open the Campaign work object with the failed run(s).

Note: In most cases when the System Health references recent failures, the time duration isconfigured as one of the criteria in the backing Report Definition (which is marked as extensible). Theshipped implementations usually use a time duration of “Greater than or equal to Yesterday” fordetermining whether a failure is recent.



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