Migrating from Unica campaign to Pega's Next-Best-Action paradigm

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Migrating from Unica campaign to Pega's Next-Best-Action paradigm

Description Migrating from Unica campaign to Pega's Next-Best-Action paradigm
Version as of 8.5
Application Pega Customer Decision Hub
Capability/Industry Area Outbound Marketing



Introduction[edit]

When a company moves from a traditional outbound campaign approach to a customer centric next best action approach, there needs to be a combination of migration and transformation. There is the strategic transformation and mindset shift to adopt a truly customer centric approach. There is also the tactical migration and transformation of the existing campaigns into next best actions (NBAs). Certain business logic and artefacts can be migrated as is. Others will need to be transformed or re-designed to align with both the concept of NBAs in general, and specifically with the design pattern of Next-Best-Action Designer.

Pega has defined a methodology to support the Discover and Prepare phases of an MLP specifically for the migration of Unica Campaigns.

  • What it is: the Pega best practice processes to migrate and transform existing Unica outbound campaigns to Pega Customer Decision HubTM.
  • What it is not: a way to lift and shift existing Unica outbound campaigns directly into Pega Customer Decision Hub without any NBA transformation or best practices applied.
  • Who would use it: LDAs, LSAs and business consultants in the Pega Customer Decision Hub delivery team (Pega, partner and client).
  • When would I use it: during all stages of the Pega Express methodology, but primarily during the Discover and Prepare stages.

Every Unica Campaign migration project will be different and the client's appetite for transformation will be different. It may be that a client does not want to try and directly rebuild their existing campaigns but wants to start again with a clean slate and build truly omni-channel NBAs. Others may want to keep parts of what they have today, and so require a clearer inventory of their current campaigns and to understand how they would exist in Next-Best-Action Designer. The following is a comprehensive process to support the documentation and transformation of existing campaigns at a component level. At each stage we should continuously review the existing campaigns and business logic in order to rationalize, replace or improve them in order to deliver a customer-centric approach.

Use case example[edit]

A customer has various outbound campaigns for email and SMS in Unica Campaign today. The have simple campaigns with only a small flowchart and one outbound message. They have other campaigns that use multiple flowcharts, lots of segmentation, and multiple channels. They have limited documentation of these campaigns and the challenge is where and how to start the process.

The big picture[edit]

The following article compares the components in a traditional Unica campaign with Pega Customer Decision Hub and outlines an approach to transform campaigns into NBAs.

High-level components of Unica Campaign[edit]

A high-level overview of Unica Campaign components

Campaigns

  • Usually there are many campaigns and new ones are created regularly
  • A campaign often uses a similar definition as previous campaigns
  • The campaign flow is pre-defined and follows a prescribed pattern.

Flowcharts

  • There can be many flowcharts in a campaign
  • Flowcharts in one campaign are often tied to other flowcharts
  • Many flowcharts use the same logic (copied and pasted from previous flowcharts, resulting in high maintenance and user errors)
  • Flowcharts can use real-time triggers but the flowchart definition and segmentation is static.

Offers

  • Offers are usually defined for a specific campaign
  • Any relationship between offers needs to be manually considered.

High-level components of Pega Customer Decision Hub[edit]

High-level summary of Pega Customer Decision Hub components

Next-Best-Action Designer

  • Framework for business logic and to determine the next best actions per customer.

Actions

  • An action is a recommendation that exists across one or more channels.

Treatments

  • A treatment is the way a recommendation is presented in a particular channel.

Conditions

  • Conditions are snippets of logic that are applied to filter out actions.

Predictions

  • Primarily adaptive models; real-time self learning models available out of the box.

Extension Points

  • Next-Best-Action Designer areas to allow for extending the core framework.

High-level deconstruction and transformation of Unica campaigns into Pega Customer Decision Hub[edit]

High-level overview of the Unica Campaign transformation

Artefacts used to support the methodology[edit]

  • Unica Campaign Catalogue
    • Excel document to capture all existing Unica campaigns to:
      • Categorize campaigns into issues and group.
      • Identify which campaigns are active and or needed in future state.
      • Identify which campaigns should be part of the MLP.
  • Unica Campaign Inventory Template
    • Excel document to capture details of each campaign to:
      • Record in detail each flowchart and the components inside of them.
      • Capture the columns used in the current campaign.
      • Evaluate each component and map to correct Pega Customer Decision Hub component(s).
  • Pega Customer Decision Hub Action Catalogue Template
    • Excel document to capture all Pega Customer Decision Hub artefacts needed, including:
      • Next-Best-Action Designer configuration.
      • Pega Customer Decision Hub artefacts (actions, treatments, conditions, etc.).
      • Pega Customer Decision Hub vertical data model mapping to current data fields used in Unica.

Pega Express for Pega Customer Decision Hub and Unica transformation[edit]

This methodology augments the standard Pega Customer Decision Hub Discover and Prepare stages with Unica-specific tasks and artefacts to support that. The standard user stories in the Discover and Prepare stages will still be carried out, but will be supplemented with these specific steps.

This methodology primarily supports the Discover and Prepare stages

The key artefacts generated will be:

  • Unica Campaign Catalogue
  • Unica Campaign Inventory Documents
  • Pega Customer Decision Hub Action Catalogue

The Unica Campaign-specific tasks in each stage are:

Discover

  • List all current campaigns and organize into high level categories.
  • Identify the initial set of campaigns to transform into Pega Customer Decision Hub.

Prepare

  • Apply documentation methodology to populate the Pega Customer Decision Hub Action Catalogue.

Build

  • Carry out standard Build tasks using the Pega Customer Decision Hub Action Catalogue.
  • Use any relevant Unica best practice configurations or extension points identified in the Prepare phase

Adopt

  • Apply standard Adopt processes.

Discover and Prepare stage processes[edit]

Discover stage steps[edit]

  1. List all current campaigns and organize them grouped by high level categories.
  2. Review the purpose and necessity of those campaigns and rationalize where sensible.
    • Many campaigns may no longer be relevant, be duplicated or not be aligned with a customer-centric next-best-action approach.
  3. Identify the initial set of campaigns to transform into Pega Customer Decision Hub:
    • Coordinate with the business, Pega, or Pega partner to prioritize.
    • Align with initial micro-journey identified during Solution Alignment Workshop
Example Unica Campaign Catalogue

Prepare stage steps[edit]

  1. Document all the components inside each campaign flowchart in Unica Campaign Inventory templates.
  2. Map each component to Pega Customer Decision Hub components and document in the Pega Customer Decision Hub Action Catalogue.
    • Note that there are a few key components in Unica that are used for many functions.
    • Our evaluation criteria will determine the correct features and components in Pega Customer Decision Hub to map them to.
Unica Prepare stage flow

The below sections detail the process for each of the 3 steps shown in the diagram above.

A. Document current Unica campaigns[edit]

Document current Unica campaigns process

B. Map Unica data columns to the Pega Customer Decision Hub data model[edit]

Mapping Unica data columns to the Pega Customer Decision Hub data model

C. Map each Unica component to Pega Customer Decision Hub components[edit]

Map each Unica component to Pega Customer Dection Hub components

Unica Campaign component to Pega Customer Decision Hub component mapping matrix[edit]

This matrix is used in the mapping stage noted above. Unica Campaign components, such as Select and Segment, are often used to achieve a wide range of business requirements. In Pega Customer Decision Hub we have clearly defined components designed to support our approach to NBAs. The below matrix is designed to help identify what these Unica Campaign components are actually being used for in that particular flowchart, and then determine what the corresponding components would be in Pega Customer Decision Hub.

Unica Campaign component to Pega Customer Decision Hub mapping criteria

Next steps[edit]

Once you have completed the above steps, for all campaigns and flowcharts in scope for this delivery phase, you should have the relevant information captured in an Action Catalogue. As noted earlier, these Unica Campaign-specific steps can be carried out alongside the standard MLP Discover and Prepare stages. The artefacts generated here will be used in the Build stage as part of the normal build backlog of user stories.

Summary[edit]

This article has outlined the high level best practice steps in order to document and transform existing Unica Campaigns into Pega Customer Decision Hub's Next-Best-Action Designer. This is a flexible methodology that is designed to provide a starting reference point for any Unica transformation project depending on the current client implementation, needs and project requirements.