Difference between revisions of "Adobe Campaign Classic Integration with Pega Customer Decision Hub"

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Revision as of 09:41, 9 March 2021


Curator Assigned Klara Iwaszko
Request to Publish Yes
Description Integration with Adobe Campaign Classic
Version as of 8.5
Application Customer Decision Hub
Capability/Industry Area financial service, communications, insurance

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Introduction[edit]

The integration of Pegasystems Customer Decision Hub and Adobe Campaign Classic is based on Pegasystem's best practices. The best practice enables CDH to be the " brain" for customer interactions. It marries the decision-making process for outbound messages with customer data used for all other channels to ultimately deliver the next best action, message, or conversation to the customer. In doing so, the full customer context like browsing behavior on digital properties, previous service interactions, and customer propensities are balanced with the business's strategic goals to optimize every customer interaction regardless of channel.

From a 1:1 standpoint, Pegasystems CDH leverages the latest available data to evaluate the best message to send to each customer rather than creating a series of segments based on pre-defined business criteria. Customer-specific determination of the best message enables the business to develop a series of journey actions/offers (defined as Actions in Pega) and manage them with strategies that include visibility and configuration of eligibility criteria, contact policy, and constraints from within Pegasystem's NBA Designer. This approach enables dynamic orchestration of fluid customer journeys while establishing guardrails and controls to ensure the message isn't arbitrarily confused or disjointed.

In this model, a decision is made in real-time based on business criteria as translated into a set of strategies that evaluate customer eligibility coupled with customer relevance using Pegasystem's adaptive learning models. CDH also recommends the best collection of experiences and content (known as Treatments in Pega) inside the message based on the business criteria.

For example, outbound email messages are compiled by selecting a template that manages the overall structure and layout of the message and then sets the specific experiences and content to populate the system.

This approach requires a standard data model, data structure, and file structure to be established and invoked between Pegasystems CDH and Adobe Campaign Classic to transmit decision data and the interaction history data that is updated in the customer's interaction history record. Adobe Campaign Classic workflows help establish these patterns, and translations between the Pegasystems CDH data model and Adobe Campaign Classic's needs can be managed in a Pegasystems Data Flow.

Integration Details[edit]

Incorporate Pega NBAs Into Adobe Campaign Classic outbound communications[edit]

Pega CDH Activities[edit]

When a decision is needed from CDH based on either a scheduled event or an isolated event detected based on data flowing into the CDH platform, the CDH will:

  • Process the request and any contextual data contained in it
  • Load possible actions and treatments; filter based on eligibility and engagement rules
  • Execute appropriate models to determine the best set of actions and treatments
  • Arbitrate results of model calculations in conjunction with business' priorities using defined levers for action prioritization
  • Select the best template option for the message based on the business-defined strategy and model output
  • Select the best set of actions and treatments to populate the message
  • Transmit the message configuration to AWS S3

Adobe Campaign Classic Batch Activities[edit]

Templates for outbound email messages are maintained within Adobe Campaign Classic; experiences and content are either uploaded into Adobe Campaign Classic or created in Adobe Experience Manager and referenced in Campaign Classic-managed templates.

Message templates for outbound communication can be maintained within Adobe Campaign Classic. These templates must be uniquely identified so that CDH can reference the correct template when making its decision.

Adobe Campaign Classic accepts batch file uploads from external decision systems. Pega CDH can be configured to create a batch file in AWS S3 that can be imported into Adobe Campaign Classic.

An Adobe Campaign Classic workflow should be created to automate the import of data from AWS S3 on a specified regular cadence. A workflow template should be established that uses a Load file to define the import structure, which serves as the mapping of standard CDH output into the acceptable format to Adobe Campaign Classic. The workflow can then process the data through a series of steps and update the Adobe Campaign Classic database to ensure messages can be orchestrated and transmitted.

Once the structure and file outputs are defined, Pegasystem's secure file transfer protocol support can move the file from the CDH instance to S3. The workflow noted above can be automated to poll S3 periodically and initiate the import process when new data from CDH is available.

Sharing Interaction History[edit]

By updating Pegasystems CDH with the context of outbound activities and Adobe Campaign Classic with the context of inbound activities, both have a richer dataset to work with and understand what has occurred in other channels for the same individual, be they prospects or customers. The marketing and related business activities that are happening today can continue to occur, enhanced with contextual data to further optimize those activities.

As a result, integration of Pegasystems Customer Decision Hub and Adobe Campaign Classic should have Pegasystems CDH inform Adobe Campaign Classic with updates of CDH interaction history and vice versa. The transmission of interaction history is only required if there is no centralized enterprise interaction history to which both applications are publishing and subscribing interaction histories.  If that is already the case, then this integration is not necessary.

For example, once a message is transmitted from CDH to Adobe Campaign Classic, data collected around the message and the customer's interaction must be sent back to CDH to update its interaction history record. The record's update ensures that the message's context (e.g., offer attributes, channel, treatment) and customer response (e.g., acceptance, click, ignore) are considered for the next interaction.

Pegasystems Customer Decision Hub Activities[edit]

Outbound activities that are executed by Campaign Classic should be added on a scheduled basis to the CDH Interaction History. When this happens, models supporting inbound decisions will have the context of what has occurred from an outbound standpoint and leverage that data to determine the individual's next best action.

An extract file is created in Adobe Campaign Classic.  Once the extracted file is made, a Transfer File activity can be used within the same Campaign Classic workflow to upload the file to a location for CDH to ingest. This workflow can be automated once configured to run on a specified schedule.

Once the file is defined and transmitted, a Data Flow can be configured within Pegasystems CDH to ingest the file from the landing zone and process it. The flow will map the data from the file to the customer's Interaction History in the CDH database based on the unique customer identifier provided in the file. The flow can be configured to run on a specified schedule.

Adobe Campaign Classic Activities[edit]

Adobe Campaign Classic creates interaction history export files using an Extract File activity within a campaign workflow to define the file's structure and contents. It is essential to include a unique customer identifier that will map to the unique customer identifier in Pegasystems CDH so that customer data from Adobe Campaign Classic can be married up to the customer record in CDH. It's essential to set up processes to update the interaction history within Adobe Campaign Classic with interactions recorded by Pegasystems Customer Decision Hub. The activities enable the Adobe Campaign Classic database to have the context of decisions and actions during inbound activities to use with outbound marketing activities.

Within Adobe Campaign Classic, a workflow is established that uses a Transfer File activity to retrieve a file exported from Pega CDH and prepare it for ingestion in Adobe Campaign Classic. Once the file is retrieved, a Load File activity is configured to map the file's data into the Campaign database schema. Finally, once the Load File activity is complete, the Update Data activity is used to write the database's updates based on the individual customer.

To generate the file from Pega CDH for Adobe Campaign Classic to import, CDH offers a Data Flow concept as the mechanism for importing and exporting data as part of decision processing. A Data Flow can be established to output Interaction History and associated decisioning data for a specific customer, map it to the format defined for import into Adobe Campaign Classic. The flow can then transmit the data to the landing zone for the campaign's workflow activities ingest and process it.

Use case examples[edit]

Example of Outbound Communication Driven by CDH Next Best Actions[edit]

A U+ Bank marketer wants to utilize Pegasystems' next best action capabilities to identify customers with the highest likelihood to respond to targeted emails. The likelihood will be determined using the most up-to-date customer profiles and behavior.

She has configured the next best action in Pegasystems that will run daily. The next best action is configured to use propensities, context weightings, action values, and business levers to prioritize offers. The next best action will determine if Adobe Campaign Classic will deliver an offer to a customer via email or, if targeted previously, whether it should no longer be considered a next-best-action.

A data flow configured by a technical user will record the next best actions in a data store that Adobe Campaign Classic can access.

The marketer has created a credit card campaign email and an associated email campaign in Adobe Campaign Classic. The campaign will access the data store with the next best actions to determine who should receive the targeted email.

Adobe Campaign will collect contacts and responses to the offer and record them in a data store that Pega CDH can access.

Example of Coordinate Outbound and Inbound Communications[edit]

A U+ Bank marketer wants to utilize all channels to deliver checking, savings, and credit card offers. She wants to optimize for maximum likelihood of response by coordinating the delivery of offers across inbound and outbound channels.

A web page and a call center system are configured to deliver a targeted offer determined by a CDH's next best action. A technical user has configured a data flow that will record the next best actions in a data store that Adobe Campaign Classic can access.

A technical user has configured an Adobe Campaign Classic workflow to retrieve the last next best action records from the data store and place them in a data table accessible by campaigns. The workflow is configured to execute weekly.

An outbound email campaign has been designed in Adobe Campaign Classic to reinforce offers via app and call center. Adobe Campaign Classic will use the records of CDH's next best actions in the data table to determine whether the targeted email should be sent to a customer.

Adobe Campaign will collect contacts and responses to the offer and record them in a data store that Pega CDH can access.

Process/Steps to achieve objective[edit]

Configuring Email Delivery Based on Customer Decision Hub Next Best Actions[edit]

Note: The following examples and instructions assume the installation of the Pegasystems Customer Decision Hub's sample application.

  1. Confirm that the recipient/customer data used in Customer Decision Hub and Adobe are the same sources. If not, ensure a mapping between the subject ID in the data source of Customer Decision Hub (primary context) and the recipient ID in the Adobe Campaign Classic data source.
  2. Configure Next Best Action Designer to determine next best actions. The IDs of the action should be the same as delivery codes used in Adobe's campaigns. The next best actions can be schedule-based or execute in reaction to an event and can be influenced by journey orchestration.
  3. Based on the example, AdobeActionsOutput_CDHSample, construct a data flow in Customer Decision Hub that will output the next best action results into an S3 repository.

The dataflow is primarily configured to

  • Identify customers that have associated next best actions (Data-pxStrategyResult)
  • Match subject ID with Adobe's recipient ID (PegaMKT-Data-AdobeRecipients)
  • Filter data to customers with associated next best actions and an Adobe's recipient ID (AdobeOutput_sample)

Configure to execute the data flow periodically.

Figure 2 AdobeActionsOutput_CDHSample data flow detail, part 1
Figure 3 AdobeActionsOutput_CDHSample detail, part 2
Figure 4 AdobeActionsOutput_CDHSample detail, part 3




The example data flow creates the following output file in S3:

Recipient Direction Channel ActionId ActionName Arbitration Score InteractionID
95589 Outbound Email ChristmasOffer2020 ChristmasOffer2020 0.5 2643759353811180000
1129268043 Outbound Email DecOffers2020 DecOffers2020 1 2643759353811180000
107888 Outbound Email DecOffers2020 DecOffers2020 1 2643759353811170000
95568 Outbound Email ChristmasOffer2020 ChristmasOffer2020 0.5 2643759353811170000
95581 Outbound Email ChristmasOffer2020 ChristmasOffer2020 0.5 2643759353811180000


Recipientid pxIdentifier Issue Group SubjectID
95589 /Banking/CreditCards/ChristmasOffer2020 Banking CreditCards CID-1009-AID2-483
1129268043 /Banking/CreditCards/DecOffers2020 Banking CreditCards CID-1042-AID2-255
107888 /Banking/CreditCards/DecOffers2020 Banking CreditCards CID-1045-AID2-15034
95568 /Banking/CreditCards/ChristmasOffer2020 Banking CreditCards CID-1043-AID2-15035
95581 /Banking/CreditCards/ChristmasOffer2020 Banking CreditCards CID-1051-AID2-53


Note: Subject ID and Recipient ID will be the same if both Customer Decision Hub and Campaign Classic use the same source.

5.     Create a table in Campaign Classic to represent the actions selected by Customer Decision Hub. The table will be like the example below:



6.     Create a technical workflow in Campaign Classic to periodically populate the table created in step 4 with the actions stored in the S3 repository populated by Customer Decision Hub's data flow.

Figure 6 Example Adobe Campaign Classic technical workflow




7.     Create a campaign workflow in Campaign Classic for email delivery. The workflow will deliver an email that represents an action determined by Customer Decision Hub. This email is only sent to the recipients recommended to receive the email based on the actions selected by Customer Decision Hub (step 2). Use the attribute "action ID" to determine if the email associated with the action should be sent or not.

Figure 7 Example Adobe Campaign Classic campaign workflow
Figure 8 Recipient details from CDH








Note 1: For the campaign workflow to use the action and recipient data output by Customer Decision Hub, ensure that the campaign workflow's delivery code is set to the Customer Decision Hub's action ID. The action ID will be used to identify the recipients for the delivery and feed the delivery and tracking logs used to populate Customer Decision Hub's interaction history.

Note 2: If Customer Decision Hub recommends multiple actions, each action will need to be represented by a separate email delivery in Adobe Campaign Classic. The deliveries can be in a single workflow or multiple workflows.

Figure 9 Campaign delivery configuration





Configuring Sending Contacts and Response to Customer Decision Hub[edit]

1.     Create a recurring technical workflow in Campaign Classic to export the delivery logs. The logs will be parsed to retrieve the email deliveries for the recipients of the actions recommended by Customer Decision Hub.

Figure 10 technical workflow for export delivery logs
Figure 11 Details of data parsed from the delivery log







Example file output from the delivery logs:

Pic 13.png
Pic 14.png
Pic 15.png

2.     Create a recurring technical workflow to export tracking logs for the recipients of the actions recommended by Customer Decision Hub.

Figure 12 technical workflow to export tracking logs
Figure 13 Details of data parsed from tracking log







Example tracking log output:

Pic 18.png


Pic 20.png


Pic 21.png



3. Use the examples "ImportIHFromAdobe" and "ImportTrackingLogsFromAdobe" to create data flows in Customer Decision Hub to import the tracking and delivery information into interaction history. The data can be utilized in subsequent contact rules and model training.

Figure 14 ImportIHFromAdobe
Figure 15 ImportTrackingLogsFromAdobe

Results[edit]

Performance Metrics[edit]

The following performance metrics are based on an unoptimized deployment of Pegasystems Customer Decision Hub. Performance can be improved in real-world deployments where the cluster deployment and configuration have been optimized to meet customer's specific needs.

For performance metrics, we assume Pegasystems Customer Decision Hub has been deployed on a cluster with the following configuration:

·       # of data flow nodes                                   5

·       # of data flow threads / node                     5

·       # total threads in cluster                             25

In such configuration, the average per customer processing time for executing NBA strategy, including the data flow to export NBAs to Adobe, is 300 milliseconds, with 2.5 decisions/second per thread.

When executing in batch, this would result in the following execution times:

Number of customers Approx. total time in Minutes Approx. total time in hours
100 Thousand 100,000 27 0.45
1 Million 1,000,000 267 4.45
5 Million 5,000,000 1,333 22.22

Scheduled Next Best Action Demo[edit]

Note: The following demo assumes Pegasystems Customer Decision Hub's sample application and the integration example package.

  1. In Customer Decision Hub, go to Portal > Click Next-Best-Action > Designer
  2. Select the Channels panel
  3. Click Edit
  4. Click on the cogwheel in the Recurrence area in the primary schedule section and choose a future date-time for the Start.
    1. The starting population is configured as AllCustomers, and that the segment will be refreshed as part of the run.
  5. Save the Channels panel
  6. In the Recurrence area, click on the vertical eclipses > Run
  7. Trigger the data flow AdobeActionsOutput_CDHSample to populate S3 with the next best actions.
  8. In Campaign Classic, execute the workflow to parse the S3 instance.
  9. In Campaign Classic, execute the campaign to deliver the email

Triggered Next Best Action Demo[edit]

Note: The following demo assumes Pegasystems Customer Decision Hub's sample application and the integration example package.

  1. Trigger the event, ServicesEvent, via HTTP service as below:
    1. http://<host>:<port>/prweb/PRHTTPService/PegaMKTDataMktEvent/Services/HandleMktEvents?EventName=<EventName>&CustomerID=<CustomerID>
  2. The HTTP service request was processed correctly if the following response is returned:
Pic 25.png

3. Trigger the data flow AdobeActionsOutput_CDHSample to populate S3 with the next best actions.

4. In Campaign Classic, execute the workflow to parse the S3 instance.

5. In Campaign Classic, execute the campaign to deliver the email