Adobe Campaign Classic Integration with Pega Customer Decision Hub
|Request to Publish|
|Version as of|
↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓ Please Read Below ↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓
Enter your content below. Use the basic wiki template that is provided to organize your content. After making your edits, add a summary comment that briefly describes your work, and then click "SAVE". To edit your content later, select the page from your "Watchlist" summary. If you can not find your article, search the design pattern title.
When your content is ready for publishing, next to the "Request to Publish" field above, type "Yes". A Curator then reviews and publishes the content, which might take up to 48 hours.
↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓ The above text will be removed prior to being published ↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓↓
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.
Incorporate Pega NBAs Into Adobe Campaign Classic outbound communications
Pega CDH Activities
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
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
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
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
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
Example of Outbound Communication Driven by CDH Next Best Actions
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
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.
Before you begin
Is it necessary to plan anything in advance, or are external steps using other tools required to achieve the goal? If any specific configuration procedures (how-tos) exist on Pega Community pages, you can link to those assets here by providing the URL.
Process/Steps to achieve objective
Configuring Email Delivery Based on Customer Decision Hub Next Best Actions
Note: The following examples and instructions assume the installation of the Pegasystems Customer Decision Hub's sample application.
- 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.
- 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.
- 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 anAdobe's recipient ID (AdobeOutput_sample)
Configure to execute the data flow periodically.
What do you expect the user to see or be able to do after they complete this design pattern?