Pega Unified Marketing

Transcription

1 Pega Unified Marketing User Guide Version 6.2

2 Copyright 2012 Pegasystems Inc., Cambridge, MA All rights reserved. This document describes products and services of Pegasystems Inc. It may contain trade secrets and proprietary information. The document and product are protected by copyright and distributed under licenses restricting their use, copying distribution, or transmittal in any form without prior written authorization of Pegasystems Inc. This document is current as of the date of publication only. Changes in the document may be made from time to time at the discretion of Pegasystems. This document remains the property of Pegasystems and must be returned to it upon request. This document does not imply any commitment to offer or deliver the products or services described. This document may include references to Pegasystems product features that have not been licensed by your company. If you have questions about whether a particular capability is included in your installation, please consult your Pegasystems service consultant. For Pegasystems trademarks and registered trademarks, all rights reserved. Other brand or product names are trademarks of their respective holders. Although Pegasystems Inc. strives for accuracy in its publications, any publication may contain inaccuracies or typographical errors. This document or Help System could contain technical inaccuracies or typographical errors. Changes are periodically added to the information herein. Pegasystems Inc. may make improvements and/or changes in the information described herein at any time. This document is the property of: Pegasystems Inc. 101 Main Street Cambridge, MA Phone: (617) Fax: (617) Pega Unified Marketing Document: User Guide Software Version: 6.2 Updated: May 2012

3 Contents Preface.i Intended Audience... i Guide Organization... i Chapter 1: Pega Unified Marketing Overview Features Logging In Marketing Analyst Portal Artifact Explorer Categorization Pattern Deleting Artifacts Refreshing the Artifact Explorer Home Tab Beginner Shortcuts Hiding Beginner Shortcuts My Work List What s Happening Pega Button Outbound Landing Page Outbound SMS Landing Page Quick Launch Bar Marketing Calendar Visual Business Director Marketing Reports Chapter 2: Offers Creating the Offer Flow Adding Flow Shapes Send Delivery Options Wait After Sending Send SMS Delivery Options

4 Wait After Sending SMS Account Send Generic Delivery Options Wait After Sending Inbound Call Center Wait Update Status Hand Off Decision Start End Connecting Two Shapes Simple Connectors Decision Connectors Result Condition Type Always Condition Type When Condition Type Else Condition Type Wait Connector Response Received Connector Adding Inbound Channel Support Sample Offer Flow Specifying Offer Details Standard Attributes Custom Attributes Creating a New Attribute Chapter 3: Programs Program Display Program Header Message Panel Program Configuration Panel Program Information Tabs

5 Program Lifecycle Stages in the Program Lifecycle New Program Program Created/Updated Program Pending Approval Program Approved Program Rejected Program Ready for Execution Program Run Running Program Suspended Program Completed Program Cancelled Program Failed Actions Available on a Program Update Program Submit Program For Approval Recall Program Approve Program Reject Program Submit Program For Execution Reschedule Program Suspend Program Resume Program Stop All Program Runs Cancel Program Program Run Display Program Run Header Message Panel Reports Panel Notes & Attachments Program Run Lifecycle Stages in the Program Run Lifecycle New Program Run

6 Running Program Run Completed Program Run Stopped Program Run Failed Program Run Actions Available on a Program Run Stop Program Run Restart Program Run Skip Program Run Chapter 4: Segments Designing a Segment Creating Visually Composed Segments Selecting parts of the population Saving and Running a Segment Configuring and Scheduling a Segment Scheduling a Segment for Background/Offline Processing Segment History Support for Intelligent Segmentation Sample Setup Analysis Project Setup Static Analysis Modeled Analysis Scheduled execution of the analysis project The use of analysis projects in a segment Additional Functionality Available on the Segment Chapter 5: Treatments Treatment Using the Treatment Editor Embedding Relevant Data Embedding a Response Link SMS Treatment Using the SMS Treatment Editor Embedding Relevant Data Inbound Treatment...5-7

7 Chapter 6: Templates File Template Database Template Configuring Output Destination Configuring Output Content Specifying Header/Footer Information Specifying Output Fields Configuring File/Table Finalization File/Table Landing Page Actions Chapter 7: Checklists Checklist Display Checklist Header Tasks Panel Notes & Attachments Actions Available on a Checklist Start Checklist Add Tasks Update Checklist Info Complete Checklist Withdraw Checklist Reopen Checklist Task Display Task Header Details Panel Notes & Attachments Actions Available on a Task Start Task Update Task Complete Task Withdraw Task Reopen Task

8 Chapter 8: Volume Constraints Specifying Offer Constraints Specifying Operational Constraints Chapter 9: Strategies Using Segments within Strategies Using a Strategy to Stop In-Flight Offers...9-3

9 Preface This guide is designed to provide you with an overview of Pega Unified Marketing and its various components. Pega Unified Marketing is a comprehensive marketing automation solution that delivers inbound offer management and outbound marketing campaigns on a single platform. Pega Unified Marketing uses a unique combination of predictive and adaptive analytics, real time decisioning, and business process management to dynamically manage cross-channel conversations from offer design to fulfillment, drive revenue, and expand customer lifetime value. This guide explains how to: Use the Marketing Analyst portal Create complex cross-channel Offers Design and create compelling Treatments Leverage Segment visualization to hone in on the ideal set of customers Create Programs and Strategies to deliver Offers to customers Create Checklists and Tasks Utilize other common Marketing functions Intended Audience This guide is intended for Marketing analysts and managers with PegaRULES Process Commander and Decision Strategy Manager (DSM) experience. Guide Organization This guide contains the following chapters: Chapter 1: Pega Unified Marketing Overview Chapter 2: Offers Chapter 3: Programs Chapter 4: Segments Chapter 5: Treatments Chapter 6: Templates Chapter 7: Checklists Provides a business overview of Pega Unified Marketing and explains the Marketing Analyst portal. Provides insights into various aspects of the Offer, such as creating Offer flows and specifying Offer details. Provides an in-depth look into the lifecycle of the Program and the Program Run. Provides an in-depth look into Segments, Samples, and Analysis Projects. Provides information on how to create , SMS, and Inbound Treatments. Explains how Templates can be utilized to write content to output files and database tables. Provides an overview of the various aspects of Checklists and Tasks. i

10 Chapter 8: Volume Constraints Chapter 9: Strategies Provides information on how to create Offer and Operational Volume Constraints. Provides an overview of Strategies and their usage. ii

11 Chapter 1: Pega Unified Marketing Overview Marketing organizations, looking to make a significant impact on the customer experience and drive effective return on marketing investment, are turning to a Next- Best-Action approach to marketing. Pega s Next-Best-Action approach to marketing uses decision management and analytics to 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 outbound customer communications and experiences, the Pega Unified Marketing solution (herein referred to as the System or the Application) delivers on this vision through a unique combination of real-time inbound and outbound marketing, campaign management, and marketing operations capabilities that leverage predictive and adaptive analytics, real-time decisioning, and business process management. Pega s marketing solution dynamically manages multi-channel conversations through the entire customer lifecycle, from offer design to offer fulfillment. The solution embraces customer centricity by providing measureable business benefits to marketing organizations by: Creating relevant experiences for every customer. Turning every interaction into a guided, relevant conversation by executing the Next-Best-Action at the moment of truth. Continuously learn and adapt to every customer in real time, across all channels, including social media and mobile. Giving marketers more control. Design, change, measure, and control multichannel customer strategies with a single marketing portal that doesn t require IT involvement. Pega is the only solution to support marketing operations with a robust business process management platform that seamlessly connects sales with customer fulfillment processes. Optimizing customer lifetime value. Maximize revenue with proactive cross-sell, up-sell, and retention opportunities for customers and coordinate the experience across inbound and outbound channels. The solution provides the optimum balance between various customer needs and the specific needs of the business. 1-1

12 Features Pega Unified Marketing features the following high level capabilities: Next-Best-Action Marketing Customer-centric approach to marketing that leverages predictive and adaptive analytics to provide real-time and batch marketing offers and treatments to drive customer lifetime value. Capabilities to allow Marketing to create Cross-channel engagement strategies that continuously look at customer history and many different customizable attributes to determine the top offer, best time, specific treatment, and best channel to interact with customers and prospects. Shared Marketing components Pega Unified Marketing includes a core set of out-of-the-box marketing capabilities leveraged by every module of the solution that allows marketers to design, execute, deliver, and adapt to marketing strategies. Pega s shared components include a single marketer s portal that has a marketing calendar, collaboration environment, offer and campaigns design, treatments design, channel configuration, constraints optimization, response management, marketing calendar, and reporting dashboards. Analytics-Based Campaigns Pega s marketing campaign capabilities deliver multi-step, multi-channel marketing communications to very targeted and segmented audiences that help increase return on investment in every marketing initiative. Analytics-based campaign capabilities include intelligent segmentation that leverages predictive analytics and easy to use visual segments to pick the best customers for your marketing initiative. Marketing Operations Pega s Marketing Operations capabilities include dynamic case management that can orchestrate multiple processes, systems, and people. This allows marketing to adapt to complex business needs. Pega s Operations module includes checklists for marketers to monitor and control work, as well as a number of approval templates that can be quickly leveraged in the marketing organization to support financial business objectives. 1-2

13 Logging In The following accounts are provided as out-of-the-box samples. Your administrator should provide you with the specific account(s) with which to login to the System. Role Login Password Default Portal Other Portals Analyst Install Marketing Analyst (none) Manager Install Marketing Analyst Case Manager Administrator Install Developer Marketing Analyst, Case Manager Marketing Analyst Portal The Marketing Analyst portal is the default portal for both Marketing users and managers. This portal is specially built for the Marketing user. It provides the user with quick and convenient access to a wide variety of resources. The Marketing Analyst Portal comprises the following pieces: Artifact Explorer Home Tab Pega Button Quick Launch Bar 1-3

14 Artifact Explorer The Artifact Explorer is the default explorer in the Analyst portal and serves as the primary navigation mechanism for most Marketing artifacts. Categorization Pattern The Artifact Explorer groups various artifacts by their type (e.g. Offers, Programs, etc.). These types are further grouped under broader categories. The following categorization scheme is used for the various artifact types: Business Rules Volume Constraints Segments Strategies Decisions Offers & Treatments Offers Treatments (Inbound / / SMS) Programs & Checklists Programs Checklists Within each type, most artifacts are further classified using the Issue and Group constructs. The only exceptions to this are the Decision rule types (such as Decision Trees, Decision Tables, etc.) which are displayed without any further classification. Within the current classification pattern, there are three levels at which an artifact can be created: Top Level These artifacts are created without the context of an Issue or a Group. Top level artifacts can be used by artifacts at any of the three levels. However, they can only use artifacts which are also defined at the top level. Issue Level These artifacts are created within the context of only an Issue (no Group). Issue level artifacts can be used by artifacts that are in the same Issue or one of its Groups. Issue level artifacts can use top level artifacts and other artifacts belonging to the same Issue. 1-4

15 Group Level These artifacts are created within the context of both an Issue and a Group. Group level artifacts can be used only by other artifacts that belong to the same Group. Group level artifacts can use top level artifacts, artifacts belonging to the parent Issue, and artifacts belonging to the same Group. Note: Issues and Groups are Decisioning constructs and are used extensively throughout this Application. Issues and Groups can be created from the Decisioning Issues landing page: -> Decisioning -> Strategies -> Issues Each artifact type that uses the Issue/Group classification has nested nodes for the various Issues and Groups that are defined in the System. In addition, most artifact types (with the exception of Offers) also have a Top Level node. Expanding either the Top Level node or the Issue/Group nodes displays all artifacts of that type at that particular level. Creating New Artifacts The Artifact Explorer facilitates the creation of new artifacts of all types. Artifacts can be created at any level (Top/Issue/Group) by simply right-clicking the node entry for the appropriate level and selecting New. The System automatically sets the Issue and Group for the new artifact based on the node that was used to create the new artifact. It is still possible to change the Issue/Group in the New form before creating the artifact. 1-5

16 Note Since the Treatments node houses Inbound, , and SMS treatments, the specific New item must be selected from the right-click list (e.g. New ). Deleting Artifacts Artifacts can directly be deleted via the Artifact Explorer tree. To do so, expand the tree (such that the artifact to be deleted is displayed), right-click the node for the artifact, and select Delete. Refreshing the Artifact Explorer Each section (e.g. Business Rules) of the Artifact Explorer can be individually refreshed by using its corresponding Refresh icon. The Artifact Explorer has been designed to automatically refresh appropriate sections when either of the following events occurs: New artifact is created Artifact is deleted Home Tab The Home Tab is the chief starting point for every user. It provides the user with a quick snapshot of everything that is relevant to them. It contains the following sections: Beginner Shortcuts My Work List What s Happening Beginner Shortcuts This section provides easy access to various Marketing actions that can be performed. Each action is displayed with a description, thereby making it easier for new users to select the right action that serves their purpose. These actions are categorized into Design, Execute, and Track to further help the user in determining which actions are applicable at a particular phase. 1-6

17 The following shortcuts are provided: Design Create a New Marketing Program Create a New Offer Create a New Treatment Define Your Segments Execute Configure a Marketing Program Create Your Starting Population View Your Calendar Monitor a Program Or Offer Track View Your Calendar Monitor a Program Or Offer Run a Report Hiding Beginner Shortcuts Once users have become familiar with the intricacies of the Marketing Analyst portal, they may wish to hide the Business Shortcuts section. This can be done in the following two ways: If the Beginner Shortcuts need to be hidden only for the current session, simply click the Close link at the bottom right corner of this section. This will close the Beginner Shortcuts for the current session. To disable Beginner Shortcuts across sessions, update the View preference for Show Beginner Shortcuts to no longer be enabled. This preference can be 1-7

18 accessed via the My Preferences item under the User Menu. My Work List The My Work List area displays all items that have been assigned to the current user. It provides the user with an easy means to work on items that require their attention. Items can directly be opened from My Work List by clicking the link on the item name. The status of each item is also displayed to aid the user in prioritizing which items should be addressed first. By default, My Work List displays 10 items. If there are more than 10 items in the work list, these can be accessed via the View all My Work link. The number of items to display in My Work List can also be updated (from 10) by updating the View preference for Display Count. This preference can be accessed via the My Preferences item under the User Menu. 1-8

19 What s Happening The What s Happening area provides a quick snapshot of the various changes that are happening across the System. It serves as a means of collaboration among various users. It displays event feeds detailing the work being performed, provides quick links to the actual artifacts that have been updated, and allows users to respond to posts and add additional comments as necessary. The What s Happening feed also enables the user to filter the set of events that are displayed. This can be done by enabling Show Filters and selecting the required event types. 1-9

20 Pega Button The Pega Button provides access to various landing pages and utilities. The set of items available under the Pega Button is specific to the role of the user. At a high level, the following items are available under the Pega Button: Application Overview Provides links to application information, attachments, etc. Import & Export Provides ability to package/import/export relevant artifacts. Available to the Administrator role only. Configuration Provides ability to configure various System settings. Available to the Administrator role only. Home Provides links to the Calendar, My Work List, and the Home Tab. Track and Monitor Dashboard Launches the Marketing Reports tab. Report Browser Provides access to the Report Browser. Consult the help on the landing page for more details. Report Settings Provides ability to configure various Report settings. 1-10

21 Tools Provides links to add reports to the Report Browser, and to view various monitoring reports. Visual Business Director Launches Visual Business Director. Decisioning Strategies Provides links for managing Issues, Groups, Propositions, and Strategies. Adaptive Models Provides ability to monitor the effectiveness of various adaptive models. Batch Data Provides links for viewing/managing batch runs, and input/output configurations. Channels SMS Provides link to manage Outbound SMS accounts. Provides link to manage Outbound accounts. File Provides link to manage Outbound File templates. Database Provides link to manage Outbound Database template. Image Library Launches the Image Library, where images in the System can be searched. Segmentation Support Sample Populations Provides link to manage the Sample Populations used for segmentation. Analysis Projects Provides link to manage the Analysis Projects used for segmentation. Outbound Landing Page The Outbound landing page lists the various Outbound accounts that are configured in the System. This includes the following accounts: Default: System-wide default account for sending s. This account is also used to send Treatments in Offers. PegaMKT-Work: This account is used to send Program-centric s (such as Program Approved, Program Suspended, etc.). 1-11

22 Administrators should configure these accounts appropriately to ensure proper delivery of s to both users and customers. A sample Outbound account configuration is shown below: To view/update other account details (not shown above), use the link in the Work Pool column to open the account s data record. Outbound SMS Landing Page The Outbound SMS landing page lists the various Outbound SMS accounts that are configured in the System. The Default account is provided with this Application. Other accounts can also be created from this landing page. Users can choose whether to use the Default account or a specified one from the Advanced tab of the Send SMS shape. Administrators should configure these accounts appropriately to ensure proper delivery of SMS messages to customers. A sample Outbound SMS account configuration is shown below: 1-12

23 Quick Launch Bar The Quick Launch Bar provides icons for easy access to various tools and menus. The following icons are included: Icon Purpose Launch the Marketing Calendar Launch Visual Business Director Launch Marketing Reports Switch Portals (Administrator/Manager roles only) Access Help View checked out artifacts Marketing Calendar The Marketing Calendar presents a view of Programs across a certain time period. Various time range options (Daily, Weekly, and Monthly) aid in providing both shortterm focus and long-term vision into planned marketing activities. 1-13

24 Features of the Marketing Calendar include: Ability to switch between different calendar views daily, weekly, and monthly Ability to jump to current date (Today) in any calendar view Status-centric demarcation of Programs (with appropriate Status Key) Ability to filter the Calendar both by Status and by User Ability to view Program details (along with Program Run summary) upon hovering over Calendar entries 1-14

25 Note: If there are more than 10 entries for a single day on the calendar, these can be seen by clicking the ellipsis ( ) at the bottom of the list of Program entries for that day. Visual Business Director Visual Business Director (VBD) allows the user to visually analyze their business performance by performing historical analysis. Users can analyze results along different views (such as Issues, Groups, Offers/Propositions, Channels, etc.). Note: For more information on VBD and how to use it, refer to the PRPC Help documentation. 1-15

26 Marketing Reports The Marketing Reports tab enables the user to view reports that track the progress of their Marketing initiatives. This includes the following reports: Program Budgets by Business Issue Recently Processed Offers Forecasts and Actuals by Type Program Count by Type In addition to these standard out-of-the-box reports, users can create their own reports via the Report Browser, which is accessible from the Pega Button. 1-16

27 Chapter 2: Offers An Offer is the Marketing manifestation of a Decisioning Proposition. The Proposition holds various details about a particular offering, such as Start Date, End Date, and Expected Revenue. In addition to the proposition data, the Offer rule enables the user to visually specify the flow of steps for a particular offering (Offer Flow). Note: Each Offer is backed by a Decisioning Proposition. The System automatically manages this relationship by creating/deploying/deleting the Proposition as needed. Since an Offer is closely tied to a Proposition, it must always be created in the context of an Issue and a Group. Offers are listed under the Offers & Treatments section of the Artifact Explorer. A newly created Offer starts out with the Start and End shapes, as shown below. 2-1

28 The Offer rule contains the following tabs: Tab Name Diagram Details Checklists History Purpose Create the Offer Flow. Refer to the Creating the Offer Flow section. Specify the details about the offering. Refer to the Specifying Offer Details section. View any checklists associated with this Offer. Refer to the Checklists chapter. Specify the Description and Usage information for this Offer. Creating the Offer Flow The Offer Flow contains the exact sequence of actions to be performed in the lifecycle of a particular Offer. 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 designing their offerings. Users can configure the details of each step directly on the step s shape using the shape 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 'Open shapes palette' button or via the right-click 'Add' sub-menu. 2-2

29 The following shapes are available in the Shapes Palette: Shape Name Icon Purpose Send Send SMS Send Generic Inbound Call Center Wait Update Status Hand Off Decision Start End Configure and send an . Configure and send an SMS message. Configure and send a Generic treatment. Specify Inbound treatment to be returned for a request from an Inbound Call Center application. Specify a wait time in the flow execution. Update the Offer's status and record response information to Interaction Services (IS). Spinoff a new work object/process (such as Offer Fulfillment). Use various PRPC decision structures to determine branch conditions in the flow. Denote the starting point of the flow. Denote the ending point of the flow. Each of the above shapes is detailed in the subsequent sections. 2-3

30 Send The Send shape enables the user to configure an message for delivery. The following General Configuration options are available for this shape: Name Treatment Name Purpose Name of the Treatment to be sent. In the case of Online Delivery, the Treatment Name specified must be backed by an existing treatment rule since this is used as the content of the to be sent. In the case of delivery to File/DB, this value is used as another means of grouping and/or tracking the Offer, just like the Key Code. Key Code Marketing code used to identify the treatment. This value can be output in the sent and/or the output file/db, and can be used to track the performance of different treatments. 2-4

31 Delivery Options s can be delivered in various ways - they can be sent by the System (Online mode) or they can be written to a data warehouse for processing by other systems (File and DB modes). Users can enable one or more of these modes at the same time. The following Delivery Configuration options are available for this shape: Name Deliver Online Subject (Online mode) Write To File Write To DB Select Template (File/DB modes) Purpose Determines whether an actual should be sent using the content in the specified Treatment Name. Subject of the to be sent. Determines whether a record should be written to an output file. Determines whether a record should be written to an output database table. 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 that need to be output. Refer to the Templates chapter for more information. Note: Any that is marked for Online Delivery is sent in batch mode via the Default Outbound account. This should be configured appropriately by the system administrator and can be viewed in the Outbound landing page: -> Channels -> -> Outbound Wait After Sending Users can determine whether they would like to wait after sending an . It is typical to enable this wait when customer response is expected for an (such as accepting or rejecting an Offer). In other cases, the user might simply want to send an and move on to the next step in the Offer Flow. In such cases, waiting should be disabled on the Send shape. The following Wait Configuration options are available for this shape: Name Wait Days Purpose Determines whether Offer Flow execution should wait after delivering this . When this is enabled, the User can specify the duration for the Wait by setting the properties below appropriately. Number of days to wait 2-5

32 Name Business Days? Hours Minutes Seconds Purpose Determines whether the wait duration should be in terms of business days or regular week days. Number of hours to wait Number of minutes to wait Number of seconds to wait Send SMS The Send SMS shape enables the user to configure an SMS message for delivery. The following General Configuration options are available for this shape: Name Treatment Name Key Code Purpose Name of the SMS Treatment to be sent. Marketing code used to identify the treatment. This value can be output in the sent SMS message and/or the output file/db, and can be used to track the performance of different treatments. 2-6

33 Delivery Options SMS treatments can be delivered in various ways - they can be sent by the System (Online mode) or they can be written to a data warehouse for processing by other systems (File and DB modes). Users can enable one or more of these modes at the same time. The following Delivery Configuration options are available for this shape: Name Deliver Online Use Existing SMS (Online mode) Quick Create SMS (Online mode) Write Message (Online mode) Write To File Write To DB Select Template (File/DB modes) Purpose Determines whether an actual SMS message should be sent using the content in the specified Treatment Name. Determines whether an existing treatment, specified by the Treatment Name property should be used to get the content of the SMS message. Determines whether to use the text specified in the Write Message box as the content of the SMS message. Content of the message to be sent in Quick Create SMS mode. Determines whether a record should be written to an output file. Determines whether a record should be written to an output database table. 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 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 an SMS message or proceed directly to the next step in the Offer Flow. The following Wait Configuration options are available for this shape: Name Wait Days Business Days? Hours Minutes Purpose Determines whether Offer Flow execution should wait after delivering the SMS message. When this is enabled, the User can specify the duration for the Wait by setting the properties below appropriately. Number of days to wait Determines whether the wait duration should be in terms of business days or regular week days. Number of hours to wait Number of minutes to wait 2-7

34 Name Seconds Purpose Number of seconds to wait SMS Account Users also have the option to specify the SMS account to use for sending the SMS message. These accounts are typically configured by the system administrator and can be viewed in the Outbound SMS landing page: -> Channels -> SMS -> Outbound SMS The following Account Configuration options are available in the Advanced tab of the SMS shape: Name Use Default SMS Account Specify SMS Account Account Purpose Determines whether the Default SMS account should be used for sending this SMS message. Determines whether a user-specified SMS account should be used for sending the SMS message. Name of the Outbound SMS account to use for sending the SMS message. 2-8

35 Send Generic The Send Generic shape enables the user to configure and send a Generic treatment. This shape provides a hook for the user to process Offers via outbound delivery mechanisms, other than the ones currently provided by the System ( /SMS). The user can use this shape to output relevant data to an output file or database table for processing by legacy systems. The following General Configuration options are available for this shape: Name Treatment Name Key Code Delivery Type Purpose Name of the treatment. This can be used to track/organize the output data. Marketing code used to identify the treatment. This value can be output in the output file/db and can be used to track the performance of different treatments. Name of the delivery mechanism to be used for sending this treatment. 2-9

36 Delivery Options Generic treatments can be written to a data warehouse (File/DB) for processing by other systems. Users can enable one or more of these modes at the same time. The following Delivery Configuration options are available for this shape: Name Write To File Write To DB Select Template (File/DB modes) Purpose Determines whether a record should be written to an output file. Determines whether a record should be written to an output database table. 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 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 proceed directly to the next step in the Offer Flow. The following Wait Configuration options are available for this shape: Name Wait Days Business Days? Hours Minutes Seconds Purpose Determines whether Offer Flow execution should wait after writing the generic treatment. When this is enabled, the User can specify the duration for the Wait by setting the properties below appropriately. Number of days to wait Determines whether the wait duration should be in terms of business days or regular week days. Number of hours to wait Number of minutes to wait Number of seconds to wait 2-10

37 Inbound Call Center The Inbound Call Center shape provides a means to specify the content that should be returned when an inbound call center application, such as Next Best Action Advisor (NBAA) requests this Offer to display/use within their application. Note: There should be only one Inbound Call Center shape in an Offer Flow. Having multiple Inbound Call Center shapes in the same Offer Flow could cause non-deterministic behavior in resolving the content that should be returned to the Call Center application. Name InboundTreatment Channel Work Status (Status tab) Purpose Name of the Inbound Treatment rule to use. The content of this treatment is returned when an Inbound Call Center application (such as NBAA) requests for Offer content from the System. Inbound Channel for the Treatment (Default value for this shape is CallCenter). Status of the Offer after executing this step in the Offer Flow. The Inbound Call Center shape, by itself, simply serves as a determining point for the content to be returned for external requests. However, this shape can be (and typically is) combined with the InboundTicket ticketing mechanism to provide a branch of Offer 2-11

38 Flow execution for processing an Inbound request. Refer to Adding Inbound Channel Support for more details. Wait The Wait shape enables the user to pause the Offer Flow execution for a specified duration. This shape can be used when an unconditional Wait is required in the Offer Flow. When the specified wait duration has lapsed, Offer Flow execution automatically resumes with the next shape in the flow. The following Configuration options are available for this shape: Name Days Business Days? Hours Minutes Seconds Purpose Number of days to wait Determines whether the wait duration should be in terms of business days or regular week days. Number of hours to wait Number of minutes to wait Number of seconds to wait 2-12

39 Update Status The Update Status shape is used to specify the status of the Offer as it works its way through various stages of the Offer Flow. This status can be used to group Offers for reporting and other aggregations. This status can also be used to determine the appropriate path to be taken down a subsequent branch in the Offer Flow execution. The Update Status shape also enables the user to record Behavior and Response information for the Offer into History (Interaction Services). The following Configuration options are available for the Update Status shape: Name StatusWork Behavior Purpose Status of the Offer. The OOTB values for the Offer status include: New OfferSent Resolved-OfferAccepted Resolved-OfferExpired Resolved-OfferRejected Denotes the behavior of the customer to the particular Offer. This information gets recorded in History. The OOTB values for Behavior include: Negative Neutral Positive 2-13

40 Name Response Purpose Denotes the response of the customer to the particular Offer. This information gets recorded in History. The OOTB values for Response include: Accepted NoResponse Pending Rejected Hand Off The Hand Off shape enables the user to launch other processes (in the background) from the Offer Flow. This serves as a launching point for external processes which can be triggered at the appropriate time in the Offer execution. An example use of this would be to initiate an Offer Fulfillment process when a customer accepts an Offer. Note: Initial processing of the handed-off work object is sequential with the Offer Flow execution until the new work object reaches a stopping point (such as an Assignment). At this point, Offer Flow execution resumes and the handed-off work object lives and executes separately on its own. 2-14

41 The following Configuration options are available for the Hand Off shape: Name WorkClassName WorkFlowName Work Status (Status tab) Purpose Name of the class which contains the process (Work Object flow) to be started. Name of the process (flow) to be started. 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 top level OfferWorkPage clipboard page. This information is available whilst the new work object shares the execution with the Offer work object (see Note at the beginning of this section). If the new work object requires any of this data for its processing, it s recommended to copy relevant data from the OfferWorkPage onto appropriate locations on the new work object. This could be done via the use of the default Data Transform rule (pydefault) or by other mechanisms in the work process flow before it 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 work object. This is made available under the pyreferencedinskeys construct. This information can be used to provide a reference code to the customer in an or for any other cross-referencing purposes, as deemed fit by the user. 2-15

42 Decision The decision shape enables the user to execute a variety of different decision constructs (such as decision trees, decision tables, etc.) to provide a basis for branching in the execution of the Offer Flow. The following Decision types are currently supported: Boolean Expression Decision Table Decision Tree Fork Map Value Predictive Model Scorecard Model Note: More information on the various options for configuring each of the decision types (listed above) can be found in the PRPC Help documentation 2-16

43 Start The Start shape denotes the beginning of the Offer Flow. Each Offer Flow must have one and only one Start shape. Note: More information on the options for configuring this shape can be found in the PRPC Help documentation. 2-17

44 End The End shape denotes the termination point of the Offer Flow execution. Each Offer Flow can have one or more End shapes. Note: More information on the options for configuring this shape can be found in the PRPC Help documentation. Connecting Two Shapes The various shapes outlined in the prior sections can all be connected to one another. Each connector connects one shape to another. A shape can have multiple connectors emanating from it and/or terminating at it. The various connectors represent possible paths of Offer Flow execution. Connectors can be categorized into the following types: Simple Connectors Decision Connectors Wait Connectors Response Received Connector Simple Connectors These connectors simply connect one shape to another. There is no logic/path determination behind these connectors. The following shapes have simple connectors emanating from them: Inbound Call Center 2-18

45 Update Status Hand Off Start Decision Connectors These connectors emanate from the Decision shape. Decision connectors can be subcategorized based 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 the Decision shape. The system automatically analyzes the Decision rule and populates the Result drop-down with the possible set of outcomes from the decision. Note: If the Offer is in Draft Mode (Draft ON), the Result dropdown is replaced by an input box. Once Draft Mode is turned off, the Result drop-down is enabled and auto-populated with the appropriate entries. 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 in the When input box evaluates to true. Else Condition Type The Else condition type serves as the catch-all connector and is taken when none of the other connectors originating from the Decision shape can be taken. 2-19

46 Wait Connector The wait connector emanates from shapes that have a waiting mechanism tied to them (wait-based shapes). This includes the following shapes: Send Send SMS Send Generic Wait There are two types of the Wait connector Continue and Wait Expired. Only one Wait connector can originate from a wait-based shape. If waiting is enabled for the shape, the Wait Expired connector is used; otherwise, the Continue connector is used. The appropriate Wait connector (Continue vs. Wait Expired) 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 you wish to update the type of Wait connector originating from a shape, toggle the Wait field on the shape. If you delete the Wait connector by accident, simply draw a new connector coming out of the shape 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 a response is received for a particular Offer. This is typically used as a connector originating from the Send shape after an Offer is sent to a customer. This connector should be used in tandem with the Wait Expired connector, as shown below: 2-20

47 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 the Wait Expired path. However, if a response is received before the wait duration has expired; the Offer 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-in response mechanism for treatments. Refer to Embedding a Response Link in the Treatments chapter for more details. To add a Response Received connector to the Send shape: 1. Enable Wait on the Send shape and configure the wait duration. Then, draw a connector from the Send shape to the backing shape for your Wait Expired action. The System will automatically create the Wait Expired connector for you. 2. Draw a second connector from the Send shape to the backing shape for the Response Received path. Open this connector s properties panel and select ResponseReceived as the value for the Flow Action smart prompt and provide a suitable Name for the connector (e.g. Response Received). 2-21

48 Adding Inbound Channel Support The System enables the use of the same Offer rule for both the Inbound and Outbound channels. This allows the user to build distinct paths of Offer Flow execution based on the channel. This functionality facilitates the use of the System by inbound applications (such as NBAA) to process their customer offerings. 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 first determines whether the specified Offer is already in flight for the specified Customer. If so, the particular Offer is loaded and Offer Flow execution is forced down the Inbound path. This is done by the use of the InboundTicket construct. The InboundTicket is a PRPC ticket that can be associated with most Offer Flow shapes (with the exception of the Start and Wait shapes). This ticket denotes the place in the Offer Flow where processing should jump/switch to when an Inbound request is received for an in-flight Offer. 2-22

49 As shown above, the InboundTicket is enabled by specifying it as the value for the Ticket Name in the Tickets tab of the appropriate Offer Flow shape. Note: To avoid ambiguity in Offer Flow execution, the InboundTicket should be specified on only one shape in an Offer Flow. 2. On the other hand, if the specified Offer is not currently in-flight for the specified Customer, the System creates a new Offer object and starts executing the Offer Flow on it, in context of the Channel that was part of the Inbound request. If there s a need to have separate processing paths for different channels (say Inbound vs. Outbound, or Call Center vs. ATM), this can be achieved by branching the Offer Flow on Channel at the appropriate place. 2-23

50 In the Offer Flow snippet above, the flow execution is initially branched based on the Channel. If the Channel on the input request is Call Center, the Offer flow goes down the Record Response route in this case, the Customer is responding to the Offer in the Call Center, and there is no need to send them the Offer . For all other channels, we send the Offer and wait for either the 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 on an Inbound channel. Thus, such an Offer should have both: A shape designated as the resumption point for Inbound requests by having the InboundTicket set on it A branch in flow execution for Channel-specific paths (as needed) Note: When integrating with an Inbound Call Center application (such as NBAA), it is typical to use the Inbound Call Center shape to also hold the InboundTicket. 2-24

51 Sample Offer Flow The following sample Offer Flow assimilates the concepts that have been outlined in the previous sections: Significant points in this Offer Flow include: Initial branching on Channel Contact Center (CC) vs. Outbound Specifying the InboundTicket on the Contact Center shape Specifying the Inbound Treatment on the Contact Center shape Waiting for a response after sending out the Blackberry Torch Branching on the type of response received Accepted vs. Rejected Handing off to a Fulfillment mechanism upon Offer acceptance Marking Offer status as appropriate and recording this information to History 2-25

52 Specifying Offer Details Various details about the Offer can be specified on the Details tab of the Offer rule. As mentioned previously, an Offer is backed by a Decisioning Proposition. It is this backing Proposition that serves as the container for all Offer details. Note: Each Offer detail is a Proposition attribute. Offer details are classified into the following two groups: Standard Attributes Custom Attributes Standard Attributes Standard attributes are shown in the top part on the Details tab of every Offer and include the following: Start Date End Date Expected Revenue Budgeted Cost Expected Response Rate Key Code Custom Attributes These are displayed in the Custom Attributes section on the Details tab of an Offer. This list includes both top level and Issue/Group level attributes. Custom top level attributes are common across all Offers. The set of Custom Issue/Group level attributes differs from Offer to Offer, based on which attributes have been specified for the particular Issue and Group, to which the Offer belongs. 2-26

53 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. Access the Decisioning Propositions landing page: -> Decisioning -> Strategies -> Propositions 2. Click Manage Attributes to launch the Manage Attributes modal dialog 3. Refer to the following table for your next action: To.. create a top level attribute create an Issue/Group level attribute Do click Add Strategy Property at the bottom of the list of attributes. Make sure Issue and Group are not selected. select the appropriate Issue/Group, and click Add Strategy Property at the bottom of the list of attributes. 4. Specify the Name and Type of the new attribute in the Property: New form and click Create. Also, validate that the Scope field has been correctly set. Once the Proposition attribute has been created, it will be available as a Custom Attribute on the Details tab of all Offers that share the scope of this attribute. 2-27

54 Chapter 3: Programs A Program is the culmination of various Marketing artifacts. Programs have a lifecycle of their own and go through various stages, such as Design, Approval, Execution, etc. These stages are fully explained in the Program Lifecycle section. A Program can have multiple executions (based on a schedule) each of these executions is represented by a Program Run. Thus, a Program has one or more Program Runs. Programs are listed under the Programs & Checklists section of the Artifact Explorer. Programs can be stored at the top level or can be categorized into Issues and Groups. A new Program starts out with input fields where basic information about the Program can be entered, as shown below: Note: The Program Name must be unique across the system. Unlike some of the other rules (such as Offer), the same Program Name can t be used at different hierarchical levels (Top/Issue/Group). The Program Name must also begin with a letter and shouldn t contain any special characters (except spaces and underscores). 3-1

55 Program Display Clicking Create after entering the information above creates the Program work object and switches to the Program work object display, as shown below: The Program Display can be split into the following pieces: Program Header Message Panel Program Configuration Panel Program Information Tabs 3-2

56 Program Header The Program Header displays salient information about the Program. This includes the following: Program Name Program ID Links Toolbar Links to various actions that can be performed on the Program, including: Next Steps Display a list of available actions that can be taken on the Program at the current point of time. This list gets updated with relevant actions as the Program progresses through its lifecycle. Save As Create a copy of this Program. History Display a historical record of the various actions that have been performed on the Program. Refresh Refresh the current Program display. Cancel Save current changes and go back to reviewing the Program in a read-only mode. If changes made to the Program need to be discarded, close the Program work object by clicking either the the icon. Save Save current changes and continue performing the action in edit mode. Where Am I Display where this Program is in its lifecycle. Issue Group Created time Created by user name Status Start time of the next Program Run (when applicable) or 3-3

57 Message Panel The Message Panel is used to display messages to the user after an action is performed on the Program. This includes confirmation messages, error messages, and any other messages relevant to the performed action and its outcome. Program Configuration Panel The Program Configuration Panel is used to display and specify the building blocks of the Program. This includes the following: Starting Population The Starting Population specifies the potential set of customers, with whom to communicate. The constituents of the Starting Population can be defined by creating a Segment rule within the System and pointing to the appropriate Segment rule in the Starting Population field. Refer to the Segments chapter for more details. Marketing Strategy The Marketing Strategy determines how customers and Offers are matched to one another. After selecting a Marketing Strategy for the Program, the appropriate Public Component to be used within the Strategy should also be selected. Refer to the Strategies chapter for more details. Volume Constraint The Volume Constraint enables the limiting of Offers based on Product/Channel constraints. Refer to the Volume Constraints chapter for more details. In display mode, the Program Configuration Panel also provides links to the artifacts mentioned above (if they are set on the Program). Clicking one of these links opens the relevant artifact in its own tab. 3-4

58 Program Information Tabs The Program Information tabs enable the display and specification of various Program details. These tabs are grouped into two sets (one on the left and the other on the right) and include the following information sections: Details This tab contains general details of the Program along with the Approval Status (which is read-only). Financials This tab contains details pertaining to the financial aspect of the Program, such as Budget, Forecast Expenses, etc. Target Population This tab contains information about the target population for the Program, including the Expected Audience Size and the Expected Response Rate. 3-5

59 Offers This tab contains information about the Offers associated with this Program. It is broken down into two parts: Planned Offers - This section contains a free-form list of Offers that are planned to be included in this Program. This list does not have to correlate to real Offer rules in the System, and is meant as a planning tool when the Program is in its inception/design phase. Available Offers in Strategy This section lists the actual Offers that are part of the specified Marketing Strategy (and any of its substrategies) for this Program. This list is auto-populated by the System based on the specified Strategy and can t be modified. To update the list of Offers that appears in this list, update the associated Marketing Strategy rule. Execution This tab contains the scheduling options for the Program. It provides various scheduling options (both One-Time and Recurring) and also the ability to enable Run Reporting. 3-6

60 Notes This tab lists the notes that have been associated with the Program. It also provides a means for adding new notes to this Program. Attachments This tab lists the documents that have been attached to the Program. It also provides a means for adding new attachments to this Program. Execution Summary This tab presents a summarized view of the Program execution. It presents total and average metrics for the Offers being processed as part of this Program. It also displays the Run Schedule for the Program, which contains completed, current, and upcoming Program Runs. Offer metrics and an Actions menu (containing applicable actions) are displayed for current and completed Program Runs. Meanwhile, upcoming Program Runs are displayed with their scheduled execution time. 3-7

61 Checklists This tab displays any Checklists that have been associated with this Program, along with their due dates. Refer to the Checklists chapter for more information. 3-8

62 Program Lifecycle Each Program has a lifecycle and goes through various stages along this lifecycle. At each of these stages, appropriate actions (Next Steps) can be performed on the Program. Performing one of these steps might progress the Program to a different stage in the lifecycle or leave it at the current stage. Note: Some of the lifecycle stages (such as the ones pertaining to the Program Approval process) can be customized by the administrator of your Application. This section describes the out-of-the-box set of stages and their applicable actions. Stages in the Program Lifecycle The following is an overview of the various stages in the Program Lifecycle. The Next Steps available at each stage are listed with the stage. These steps are further explained in subsequent sections. New Program This is the initial stage of the Program when it s first initiated. The following actions can be performed at this stage: Create Program - Enter the necessary Program details and click the Create button Discard Program Close the Program without clicking the Create button Program Created/Updated Once the Program has been created (or, in latter iterations, updated), the Program Display is shown. Next Steps available at this stage are: Submit Program For Approval This step is only available for those Programs that require approval and haven t been either approved or rejected. Taking this step moves the Program to the Program Pending Approval stage. Submit Program For Execution This step is only available for Programs that have been approved (or don t require approval) and have all pertinent details (necessary for execution) specified. Taking this step moves the Program to the Program Ready for Execution stage. In the rare case that an error occurs while creating the Program schedule or other necessary artifacts, the Program transitions to the Program Failed stage. Update Program Update the various details of the Program. Taking this step can enable the Submit Program For Execution step if all details (necessary for 3-9

63 execution) have been provided and the Program doesn t require approval. Cancel Program Taking this step moves the Program to the Program Cancelled stage. Program Pending Approval Once a Program has been submitted for approval, the Next Steps available on the Program differ based on the user s role. For regular users, the only Next Step available is: Recall Program The user can recall their Program from the manager. Taking this step moves the Program back to the Program Created/Updated stage. For the manager, the available Next Steps are: Approve Program Taking this step moves the Program to the Program Approved stage. Reject Program Taking this step moves the Program to the Program Rejected stage. Program Approved Once a Program is approved by the manager, it goes back to the Program Created/Updated stage. Program Rejected If a Program is rejected by the manager, it goes back to the Program Created/Updated stage. Program Ready for Execution Once a Program is submitted for execution, it transitions into this stage while waiting for the first/next Program Run to start. At that point, it automatically transitions to the Program Run Running stage. Next Steps available at this stage are: Reschedule Program Taking this step places the Program back in the Program Ready for Execution stage. Suspend Program Taking this step places the Program in the Program Suspended stage. Stop All Program Runs Taking this step stops any active Program Runs on the Program. 3-10

64 Program Run Running The Program automatically transitions into this stage when the start time for one of its Program Runs is reached. Next Steps available at this stage are: Reschedule Program Taking this step places the Program back in the Program Ready for Execution stage. Suspend Program Taking this step places the Program in the Program Suspended stage. Stop All Program Runs Taking this step stops any active Program Runs on the Program. After the Program Run has completed, the Program automatically transitions to either the Program Ready for Execution stage (if there are more Program Runs pending) or to the Program Completed stage (if this was the last Program Run). Program Suspended When a Program is suspended, the following Next Steps are available: Update Program - Taking this step moves the Program to the Program Created/Updated stage. Resume Program Taking this step moves the Program to the Program Ready for Execution stage. Cancel Program - Taking this step moves the Program to the Program Cancelled stage. Program Completed Once all Program Runs for a Program have completed, the Program enters this stage. No further Next Steps are available for the Program. This Program can still be copied by using the Save As link in the Links Toolbar. Program Cancelled Once a Program is cancelled, no further Next Steps are available for the Program. This Program can still be copied by using the Save As link in the Links Toolbar. Program Failed If a failure occurs in generating the Program schedule, the Program enters this stage. No further Next Steps are available for the Program. This Program can still be copied by using the Save As link in the Links Toolbar. 3-11

65 Actions Available on a Program The following is an overview of the various actions (presented in the Next Steps menu) that are applicable on a Program, during the course of its lifecycle. The actions listed below are available (in the Next Steps menu) at various stages in the Program lifecycle. While performing any of these actions, it is possible to switch to a different action (if it s currently available) by using the Other Actions menu. Update Program This action enables the user to update various Program details. This includes the information that is found in the Program Information tabs and the Program Configuration Panel. After performing this action, the Program must once again go through the Approval process (if approval is needed). Certain details about the Program must be provided before a Program can be submitted for execution. This is true even if the Program has been approved by the Manager. In such cases (where the Program has been approved), the status of the Program will change to Pending-Details to indicate that certain key information (required for Program execution) is missing. After providing this information, the Program might still have to be re-approved before it can be submitted for execution. The specific set of details that are required can be customized by the administrator of your Application. The OOTB list includes the following items: Program Name Starting Population Marketing Strategy & Public Component Program Schedule (one-time or recurring) 3-12

66 Submit Program For Approval This action enables the user to submit their Programs for approval. Most Programs require approval before they can be executed. Users can enter a note along with their approval request and can also decide whether this note should be displayed in the Notes tab of the Program Display. The System automatically routes approval requests to the manager of the user s organizational unit. In addition to adding the Program to the manager s Work List, the System also notifies the manager about the approval request via

67 Recall Program After a Program has been submitted for approval, no further changes are allowed to the Program. If a user wishes to make further updates to the Program, they must first recall the Program from the manager. As before, the manager is notified via when a Program is recalled from their Work List. Once a Program has been successfully recalled, it can be updated and re-submitted for approval when ready. Approve Program This action is available only to the manager. The manager can open the Program work object either directly from their (by clicking the Program link) or from the My Work List section of their home page; and can then select the Approve Program action from the Next Steps menu. The manager can also enter an Approval Note and decide whether this note should appear in the Notes tab on the Program Display. After entering the note, click the Submit button at the bottom of the screen (after the Program details sections). 3-14

68 When a Program is approved, the user that submitted this Program for approval is notified via so that they can start working on it again. The approval message is also displayed in the Messages Panel on the Program Display. 3-15

69 Reject Program This action is also available only to the manager. The manager can open the Program work object either directly from their (by clicking the Program link) or from the My Work List section of their home page; and can then select the Reject Program action from the Next Steps menu. The manager can also enter a Rejection Note and decide whether this note should appear in the Notes tab on the Program Display. After entering the note, click the Submit button at the bottom of the screen (after the Program details sections). When a Program is rejected, the user that submitted this Program for approval is notified via so that they can make necessary changes to the Program. The rejection message is also displayed in the Messages Panel on the Program Display. 3-16

70 Submit Program For Execution After a Program has been approved and has the key fields (necessary for execution) specified, it can be submitted for execution. At this point, the user can choose to make any updates to their previously set Program schedule configuration. The user can also select whether reports should be generated for the Program Runs by setting the Enable Run Reporting field. Once a Program is submitted for execution, the System generates the execution schedule for the Program. The generated schedule can be seen in the Execution Summary tab on the Program Display. The System also creates other artifacts necessary for Program Run execution. The System then waits for the execution time of the first Program Run. Reschedule Program After the Program has been submitted for execution, it can be re-scheduled. The new schedule applies only to the upcoming Program Runs and does not impact any Program Runs that have already completed or are currently running. Any upcoming Program Run for the Program is suspended while this action is in progress. Once this action is submitted, the previous set of upcoming Program Runs for the Program is removed and a new set of upcoming Program Runs is calculated based on the newly specified schedule. 3-17

71 The System also notifies the user (who submitted this program for execution) that this Program has been rescheduled and informs them of the next Program Run time. 3-18

72 Suspend Program This action enables the user to suspend a running Program. Suspending a Program prevents any upcoming Program Runs from executing. The user can choose to enter a note when they select this action, and can also choose whether this note should be shown in the Notes tab of the Program Display. The System also notifies the user (who submitted this program for execution) that this Program has been suspended. Resume Program This action is available when a Program has been suspended and enables the user to resume Program execution. Furthermore, it provides the user with various options to deal with Program Runs that were skipped (not executed) while the Program was suspended. These options include: Resume all unexecuted program runs In this option, all Program Runs that were not executed will be resumed. This will also include all runs that are now in the past. Program execution will start with the earliest unexecuted Program Run 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 execute one after the other. 3-19

73 Remove all past unexecuted program runs In this option, any Program Runs that is unexecuted but in the past will be removed. This option basically provides a mechanism for ignoring (skipping over) Program Runs that are in the past and resuming Program execution with the current Program Run (scheduled to execute on or after today). Remove all past unexecuted program runs except the last In this option, all past unexecuted Program Runs will be removed with the exception of the last one. This option will execute the last Program Run immediately on submission and then follow the rest of the upcoming Program schedule. Regardless of the option selected above, the System displays the list of Program Runs that will be resumed so that the user can see the impact the various resumption options will have on Program execution. As before, users can choose to enter a note when they resume the Program, and can also choose whether this note should be shown in the Notes tab of the Program Display. The System also notifies the user (who submitted this program for execution) that this Program has been resumed. 3-20

74 Stop All Program Runs This action enables the user to stop any active Program Runs on the Program. A list of the Program Runs that will be stopped is presented to the user. The user can also enter a note detailing why the stop action was selected, and choose whether this note should be shown in the Notes tab on the Program Display. Once this action is completed, stop requests are issued for all applicable Program Runs. The System will halt Program Run processing (if possible) at the earliest possible instance. Once the System successfully stops a Program Run, an is sent to the user. 3-21

75 Any Program Run that is stopped by this action can then be individually restarted or skipped by performing the appropriate action from the Program Execution Summary tab or from the Links Toolbar in the Program Run Display. Cancel Program This action enables the user to cancel a Program. Programs that are in approval or execution stages can t be cancelled directly. They must first be recalled or suspended (as appropriate) before they can be cancelled. Cancelling a Program moves the Program from its current node to the Withdrawn node under Programs in the Artifact Explorer tree. 3-22

76 Program Run Display The Program Run display can be accessed in the following ways: By double-clicking a Start Date entry under Run Schedule on the Execution Summary tab of the Program Display By performing an All Content search for the Program Name or Program ID, and looking at the results for the Marketing Program Run type. By opening Program Runs that are assigned to you from the My Work List section on your home page. The following shows a typical Program Run Display: 3-23

77 The Program Run Display can be split into the following pieces: Program Run Header Message Panel Reports Panel Notes & Attachments Program Run Header The Program Header displays salient information about the Program Run. This includes the following: Program Name Program Run ID Links Toolbar Links to various actions that can be performed on the Program Run, including: Next Steps Display a list of available actions that can be taken on the Program Run at the current point of time. This item is shown when a Program Run has been stopped. Stop Program Run Request the stopping of this Program Run. This item is shown when the Program Run is currently executing. History Display a historical record of the various actions that have been performed on the Program. Refresh Refresh the current Program display. Cancel Save current changes and go back to reviewing the Program Run in a read-only mode. If changes made to the Program Run need to be discarded, close the Program Run work object by clicking either the or the icon. Save Save current changes and continue performing the action in edit mode. Where Am I Display where this Program Run is in its lifecycle. Associated Program Provides a link back to the parent Program. Status Current status of the Program Run. Start Date Starting time of this Program Run. Duration Execution time (in seconds) for this Program Run. Offers Processed Number of offers processed as part of this Program Run. 3-24

78 Average Speed Average processing speed (in Offers/second) for this Program Run. Message Panel The Message Panel is used to display messages to the user after an action is performed on the Program Run. This includes confirmation messages, error messages, and any other messages relevant to the performed action and its outcome. Reports Panel The Reports Panel is used to display various reports associated with the Program Run s execution. These reports are only displayed if Enable Run Reporting was selected when the parent Program was submitted for execution (or re-scheduled). 3-25

79 Notes & Attachments Just like the Program, the Program Run Display also allows the user to add their notes and/or attachments to the Program Run. Notes This tab lists the notes that have been associated with the Program Run. It also provides a means for adding new notes to this Program Run. Attachments This tab lists the documents that have been attached to the Program Run. It also provides a means for adding new attachments to this Program Run. 3-26

80 Program Run Lifecycle Just like the Program, a Program Run has its own lifecycle and goes through various stages along this lifecycle. The System handles most aspects of the Program Run lifecycle (such as creation, processing, and completion). However, certain actions are available to be performed by the user on the Program Run. Note: Each Program Run is closely tied to its parent Program. As a Program Run completes (or fails), it notifies its parent Program. Once all Program Runs are completed for a Program and there are no more upcoming runs, the Program is automatically completed by the System. Stages in the Program Run Lifecycle The following is an overview of the stages in the Program Run Lifecycle. The available actions at each of these stages are also listed. These actions might be present directly as a link in the Links Toolbar or as an item in the Next Steps menu. New Program Run This is the initial stage of the Program Run after it has been created but the System has not yet started processing this Program Run. The only action available at this point is Stop Program Run. Running Program Run In this stage, the System is actively processing the Program Run. The only action available at this point is Stop Program Run. Completed Program Run In this stage, the System has successfully processed the Program Run and the Offers that were generated as part of the Program Run execution. No further actions are available for this Program Run. Stopped Program Run In this stage, the System has successfully completed a Program Run stop request. Program Run execution has been halted. The actions available at this point are: Restart Program Run Taking this action withdraws the current Program Run; and creates a new Program Run for execution, starting it out from the New Program Run state. Skip Program Run Taking this action marks the Program Run as ignored (withdrawn). No further actions are available for this Program Run. 3-27

81 Failed Program Run If something erroneous occurs during Program Run execution, the Program Run enters this stage. The actions available at this point are: Restart Program Run Taking this action withdraws the current Program Run; and creates a new Program Run for execution, starting it out from the New Program Run state. Skip Program Run Taking this action marks the Program Run as ignored (withdrawn). No further actions are available for this Program Run. Actions Available on a Program Run The following is an overview of the user actions that are applicable on a Program Run, during the course of its lifecycle. These actions can be performed in the following two ways: Directly from the Program Run Display using the Links Toolbar. While performing an action in this mode, it is possible to switch to a different action (if it s currently available) by using the Other Actions menu. From the Actions menu adjacent to the Program Run entry in the Run Schedule on the Execution Summary tab of the Program Display. Stop Program Run This action enables the user to issue a Stop Request for an active Program Run. The user can also enter a note along with their stop request and select whether this note should be shown in the Notes tab on the Program Run Display. 3-28

82 Upon completing this action, the Message Panel in the Program Run Display indicates that a stop has been requested. This message is displayed until the Program Run has been successfully stopped. The System will halt Program Run processing (if possible) at the earliest possible instance. Once the System successfully stops a Program Run, an is sent to the user. The System also assigns the stopped Program Run to the user (who submitted the Program for execution or rescheduled the Program) by placing it in their Work List. Restart Program Run This action is available when a Program Run has either failed or has been stopped. In such instances, the user can correct any necessary items and restart the Program Run execution. As before, the user can enter a note along with the restart request and select whether this note should be displayed in the Notes tab on the Program Run display. 3-29

83 When this action is submitted, the current Program Run is marked as ignored (withdrawn), a new Program Run is created, and the System starts processing this new Program Run. The System also notifies the user via that the Program Run has been restarted. Skip Program Run This action is available when a Program Run has either failed or has been stopped. This action enables the user to ignore this Program Run and let the Program continue with the rest of its schedule. This Program Run is marked as Withdrawn. The user can enter a note along with the skip request and select whether this note should be displayed in the Notes tab on the Program Run display. The System also notifies the user via that this Program Run has been skipped. 3-30

84 Chapter 4: Segments Segments provide the capability to identify a specific group of customers that match some criteria and to use this group as the starting population for a program run. Segments can also be used within the marketing strategy to decide what offers are made to which customers based on which segments they are in. Historically, the assembly of criteria used to describe a segment has been an area in which the Marketer had to rely on intuition, prior complex analysis or guess work. Pega Unified Marketing solves this through the use of intelligent segmentation. The solution can leverage the power of decision management in the area of segment criteria through the use of statistical analysis to discover predictors within the customer data that contribute positively towards a targeted outcome (like the purchase of a product). The solution also uses sampling strategies to optimize the processing involved in discovering these predictors. To create a Segment: 1. Select the criteria from the available sources, making use of the recommended criteria assembled by the system. 2. Visually interact with these criteria and see the relationships of these criteria play out on the dynamic Venn diagram. 3. Select the areas of most interest by clicking on the Venn diagram and clicking Save and Run. In the background, the solution makes use of Analysis Projects to host the predictors associated with the customer data and samples from which the system can minimize the amount of data consumed to produce meaningful results. The assembly would look something like this: 4-1

85 Segments are not dependent on analysis projects but benefit significantly from the intelligence provided. Segments can be created without the use of analysis projects; the effect is to reduce the type of criteria available. Segments are listed under the Business Rules section of the Artifact Explorer. Like most other Marketing rules, Segments can be specified at the top level or at the Issue/Group level. The Segment rule contains the following tabs: Tab Name Design Options and Schedule History Purpose 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 criteria that initially identifies interesting parts of the population. The marketer then combines these criteria in a variety of ways to specifically target the customers they are interested in communicating with. Further details are provided in the section dealing with Designing a Segment. The specific details of how a segment is managed, its relationships to other segments and its scheduling frequency are setup in this tab. The specific details of what a marketer can control on this tab are provided in the section covering the Configuring and Scheduling a Segment. Gives the user a view on the execution activity for the segment, illustrating when the segment was refreshed, its row count and execution times. Additionally, the history tab also details the Description and Usage information for this Segment. 4-2

86 Designing a Segment The Design tab of the Segment rule is used to assemble a set of criteria that identifies a specific subset of the population. Upon initial creation, the Design tab looks like the following: This is initially presented to help orientate the user in terms of the main sequence of tasks associated with designing a segment. This form is replaced when the 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 the Venn diagram metaphor or use a more traditional rule form to describe the criteria. This is managed by clicking the visual segment button at the top left corner of the rule form. 4-3

87 By default, a new segment is created with the anticipation of the user wanting to create a visually composed segment, by clicking on this button; the user switches the segment design to an approach that uses the report definition style of constructing criteria. In this approach the user provides a series of criteria in the Select Population area by identifying the appropriate column, the relationship type and the value to search for. Criteria are added by clicking the [+] and adding additional columns which are then combined in the Apply Conditions field to allow the user to describe the logic to follow when applying the conditions. The Column column is supported by a smart prompt which will help the user in choosing the column they are interested in querying. There is smart prompt support available for the values fields and the relationship fields are likewise assisted. The two checkboxes control the testing for Null values or performing case insensitive searches. Prompt mode is not used within the context of segment execution. Additionally the user can include references to existing marketing segments and also describe the specific (in/not in) relationship required. Again, by clicking [+] space is created to allow the user to add additional segments and when related segments are available. To combine segments in the right order, use the Apply conditions field within the segments section. To create the segment, click Save and Run. This will cause the system to assemble the appropriate background assets to support the segment execution and to then populate the segment. 4-4

88 Creating Visually Composed Segments If the user chooses to assemble the segment using a visual metaphor, the sequence to follow when designing the segment is described in the opening screen. 1. Click [+] at the bottom of the criteria section. 2. Select the criteria, making full use of the recommended predictors and then configure the query parameters associated with each criteria. 3. Watch what s going on in the interactive Venn diagram, which will visualize the relationships between the nominated criteria. The user then selects areas of the Venn diagram that interests them; they can select many parts of the Venn at the same time to build up a comprehensive picture of the population they want to target. 4. Click Save and Run to create and populate the segment. When the user clicks [+] at the bottom of the criteria section the criteria picker displays enabling the user to choose their criteria: 4-5

89 The Selection Criteria dialog box presents a set of tabs which individually host a collection of criteria that the user can use. The number and type of tabs are dependent on the presence of an analysis project associated with the segment and the type of analyzed data available in that project. Tab Name Recommendations Modeled Statics Description This tab holds the top 3 modeled predictors available from the modeled tab. These predictors should be the most powerful in identifying the criteria to be used in defining this segment. Power in this sense means the ability of the criteria to identify parts of the population who would be most likely to exhibit the behavior the model has been trained for. More on this later. This tab lists all the predictors available in the analysis project that have been assembled during the execution of the Modeled Analysis. These predictors provide details of how effective (their performance) they are at predicting the outcome, their range of values or number of symbols present in the sample set, their type and name. The higher the performance figure, the more powerful the predictor. The columns provide sorting support. By default the table is sorted on the performance field. This tab lists the set of static attributes from the analysis project which have been processed as part of the Static Analysis execution. These attributes describe their type and the distribution of data or groupings of 4-6

90 Tab Name Data Fields Segments Description data for each data field. There s no real equivalent of performance for this type of analyzed data, though the count of the number of items within each group can provide valuable insight into the relevance of the available groups. This is the list of property fields associated with the main data table that are available as criteria on which to filter the customer data. The user is informed of the property name, the type of the data and any description provided. These values have been retrieved from the standard PRPC property rule and so Marketers can add meaningful descriptions to these rules to help others understand what these fields represent. Previously defined segments, the segments are organized according to their issue and group hierarchy and selecting a specific issue or group within the segment tree will display only those segments at that level. Selecting the top level Segment provides a list of all the segments within the system. Selecting a criterion from the set causes that criterion to be placed in the criteria panel in the segment Design tab. The solution uses the most appropriate form of criteria editor available to allow the user to configure the search parameters to be used. The following table illustrates the criteria editor types available and how they can be used. Criteria Which Description type Tab type Histogram Modeled Any numerical property which has produced meaningful analysis information during the analysis project execution will be represented as a numerical histogram, an example of which is shown below. 4-7

91 Criteria type Which Tab type Description Categorical Modeled and Static The individual columns represent the banding or grouping of the analyzed data, the height of each bar equates to the percentage of the overall population within the group and is measured by the left hand axis. The red performance line, mapped to the right hand axis, represents the propensity of the individual groups. The propensity is a measure of the number of positive response over the total number of responses. Users can select one or more groups by clicking on the bars (or clicking to de-select) and this will change the criteria used to query the main customer source. The system will use the range values associated with each group to compose suitable queries against the customer source, the convention is that the left hand edge is treated as Greater or equals too and the right hand edge is treated as Less than. The range value on the left represents the range of values observed during the analysis execution, the performance value maps onto the predictive power of this criteria type, again provided by the analysis execution. The system will default the selection to the highest propensity column. Symbolic information provided as inputs into the analysis execution for modeled or static properties is represented as a categorical bar chart, an example of which is illustrated below. 4-8

92 Criteria type Which Tab type Description Long Categorical Modeled and Static The length of each bar is proportional to the percentage of the population in that group. If there is propensity information (which will only be the case for modeled data), the propensity points are plotted by the red dots and mapped onto the top axis. Once again, each and all bars (including the missing category) are selectable by clicking to select/deselect, clicking on these bars will add that group to the query parameters for this criteria. In the case where there multiple symbols associated with a specific bar ( as in this example with Residual line, the second bar ) the system will query for all the symbols present and the Missing columns will be translated in to queries where the property is null. Tool tips are presented when the user hovers over specific bars and these display more values if they are truncated against the labels. If the number of elements in categorical criteria is greater than 8 it becomes impractical to visualize this criteria as a bar chart, the system will switch to using the long categorical model which is illustrated below. When the user clicks on the selection button they are presented with a long check box list as shown below enabling them to select any/all of the individual values for the criteria. This is illustrated below. 4-9

93 Criteria type Which Tab type Description String matcher Data Fields For string based criteria, from the data fields tab, the criteria editor illustrated below is provided. The user can enter text into the field and then either tab out of the field or click on the search icon and the system will compose the appropriate query to work out how many customers meet that criteria. The criteria editor supports additional search functions such as contains, starts with, ends with, Search Exact and is null, the user can elect to search in a case insensitive way, negate the current condition and can also include nulls with any existing criteria. When a query is performed, the solution will provide guidance of how 4-10

94 Criteria type Numerical Which Tab type Data Fields Description many customers meet this criterion in the data panel associated with this criteria editor. In a similar way any numerical criteria, from the data fields tab, will be displayed with the numerical criteria editor as shown below. This criteria editor functions in a similar way to the string based criteria editor but provides additional query capabilities. This criteria editor can describe two types of search matching strategies. A range based strategy which queries values between the lower and upper bounds and also a numeric test operation which allows the user to express the stand conditional tests for numerics against a provided value. Date, Date & Time, Time Data Fields The negation checkbox allow the user to negate the condition (this allows someone to express interest in values where the value is not null for example). The Include Missing Values checkbox instructs the system to include searching for null values when a query is composed. For Date and time based properties, the Date and time based criteria editor is provided to allow users to configure criteria for a range of dates and times or standard comparison tests against date and time values. The condition functionality is similar to that provided by the number criteria editor, though this editor provides specific support for entering date and time information as shown below. 4-11

95 Criteria type Which Tab type Description Select between Date, Date & Time or just Time based queries. The next choice is the comparison function; the choice is the same as that available for numerics. In all cases, a popup calendar or time picker is presented to aid in the specification of the date and time value. If the initial choice is a date comparison, then there will only be data entry fields for the date, if date and time was chosen there will be one field for the date component and another for the time component. If there is a time component, a time picker is presented to aid the user in entering the time as illustrated below. 4-12

96 Criteria type Which Tab type Description When used by itself, the time query will match on the time of day value present in any date field, thereby allowing the user the ability to query customers who visited the branch between the a range of hours ( for example 12pm -> 2pm ). Segment Segment For segments, the following criteria editor is presented. The level of control for this criterion is limited to simply controlling the direction of the relationship, e.g. when including a segment, the default behavior is to assume that we want to query customers who are also in the nominated segment, by clicking on the Negation checkbox, the query reverses to match customers who are not in the nominated segment. Clicking on the refresh icon will retrieve the most recent count for the segment and clicking on the segment name will open the nominated segment rule. At any one time, there can only be up to three criteria on the canvas as each provides the context for the associated circle in the Venn diagram. Each time a criteria is added to the canvas a circle is added to the Venn diagram which represents the size of the 4-13

97 population identified by that criterion and its relationships to others. All of this happens automatically and the user is simply left with the task of identifying the parts of the overall population that interest them. At any point the user can remove a criterion from the selection by clicking [x] in each criteria area. Selecting parts of the population Having added a criterion to the canvas, the visualization will immediately render that population as a circle in the Venn diagram. The circle may be the first in the frame if it s the first criteria or it may be the 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 relationships with the other parts of the Venn diagram and this positioning will change as criteria are added or removed. All the user has to do is to select the parts of the overall picture that represents the population they are seeking to target. They do this by clicking on the individual parts of the Venn diagram. In a fully populated diagram, there are eight areas that may be selected; the user can select any number of these. 4-14

98 There is a base population that represents the total population with no further criteria added. Each circle has a number of cells, some shared with other circles. All, any or none of these individual cells can be selected/deselected by clicking on the specific Venn cell. Additionally, the population that falls outside of the area defined by the set of criteria can be selected/deselected. During each interaction, the solution will give the user the current state of the selected intersections at the bottom of the Venn diagram, this will also include the identified row count for that specific intersection(s) and the total of all the selected intersections will be shown at the bottom. This total is the population (or estimated population depending on estimation type used) when the segment is populated. In this example, a user wants to select all males in the most profitable age group who are not in arrears. The user is free to change the selected items in the categorical or histogram graphs by selecting other bars. This would result in a Venn diagram representation that may look something like the following. 4-15

99 Criteria are created and visual feedback illustrates how these individual populations relate to each other. To enable the segment to target males in the most profitable age group who are not in arrears the user selects that portion of the Venn diagram. The Venn diagram then responds by painting that area of the diagram in a more saturated color and the selected intersection table is updated with the choice, as illustrated below. 4-16

100 The previous diagram shows which part of the overall population is selected and the size of the population in that cell. The user can select other areas that may also be of interest. For example, adding a second selection would have the following effect on this diagram. 4-17

101 The previous diagram shows that there are two other selected intersections, each contributing a set of customers to the overall total selected population that has now grown to 187 from the original 68. There may be situations, this example being one, where selecting one of the intersections may be difficult to do due to its size. Clicking the link at the bottom of the page displays a dialog box with check boxes in the areas of possible intersection, making it easier to select any part of the Venn diagram, as illustrated below. 4-18

102 The checkered pattern at the end of the list represents everyone outside of the union of the nominated criteria, as illustrated below. 4-19

103 This area is selectable and can contribute its part to the overall population, as it has done so above. At any point, the user can hover over areas of the Venn diagram, the criteria in the criteria panel or the selected intersections and get further information on the area. Additionally, hovering over a cell in the Venn diagram or a line in the selected intersection table will have the effect that both related areas will be colored (temporarily) differently to re-enforce their relationship. 4-20

104 After the user has interacted with the visualization and selected the area(s) of the population that interests them the most, they can move into the next phase of the segment creation which is to save the definition and populate the segment with the customers who meet the specified criteria. Saving and Running a Segment This part of the process is common for all segments and independent of composition type. Clicking Save and Run at the top of the rule form will save the segment definition and start to assemble the pieces need to bring the segment to life within the system. Note: Saving a segment for the first time in a system that is setup for check in/check out will result in the segment being checked in. It will need to be checked out to enable any further modification. It does not need to be checked out to run the segment. After the segment is saved, the confirmation dialog box is presented offering the user the opportunity to confirm that they do want to create the segment. 4-21

105 The warning at the bottom makes the user aware that modifying a segment will affect any existing programs or schedules that reference this segment. If the user clicks Cancel, the operation is aborted. If they click Confirm, the segment is populated with the customers that meet the criteria. This may take some time if the population is large. Once complete, the segment header will be updated with the new row counts. The segment is now created and populated and will appear in the segment criteria picker for use by other segments. The segment is available for use by programs as the starting population and it can be referenced on the strategy canvas to support marketers who want to define their strategies in terms of segments. Configuring and Scheduling a Segment The Options and Schedule tab of the segment enable the user to configure various options on the 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: 4-22

106 From the Data Options panel, a virtual segment is one which accesses its customers in real time. The drawback is that it is more expensive to use as the criteria are evaluated every time they are referenced. A virtual segment is useful if the segment and the targeted customers needs to be up-to-date. The next two options control how a segment is refreshed and what level of control each segment can exert. A refreshable segment is one that can be refreshed if it used by another segment. If a segment refers to another segment as part of its criteria, there is a dependency between the two. If a segment is marked as refreshable, then its contents will be refreshed if it is executed as part of a dependency chain. If the Refreshable Segment checkbox is not set then its contents will remain untouched and used as is in the criteria evaluation of the parent. In this way, users have control over how segments get refreshed. Normally, segments would be marked as refreshable, this would ensure that any parent segment is set up in the most accurate way, however, a specific segment execution may be too expensive (in terms of time and processing resources) to have its contents refreshed every time a parent segment is executed. In this case setting the refreshable flag to OFF 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 top level segment that is being re-populated. This flag only comes into play for segments which are in a lower part of the dependency chain. The effect of having a nonrefreshable segment within the chain will be to prevent any further inspection of child segments beneath the non refreshable segment. If the Refresh Child Segment option is selected, any segments referenced by this will be refreshed when this segment is refreshed (if their refreshable setting is set on). This allows the user to control the cascading effect of segments. It may be undesirable 4-23

107 to cascade the refresh operation on certain segments and this option provides that level of control. Scheduling a Segment for Background/Offline Processing Segment execution provides support for handling the execution of various tasks in the background. The Enable Schedule checkbox enables a segment to be executed as part of a one-time only or repeating schedule. The scheduling panel provides a set of options for configuring the background execution of segments. Selecting the Send notifications checkbox enables the user to configure details of the notification sent when execution completes. Note: The scheduling of background execution, and the removal of any prior schedule, only takes place once the segment has been checked in. Segment History The history tab on the segment rule provides: details of the previous segment execution runs segment description usage areas history trail for the segment 4-24

108 The user is given the option to refresh the page, while the rule form is open, with more recent statistics if the segment has been executed by by clicking Refresh Activity History. This allows the user to see how long the execution took and the changes in the population of the segment. Support for Intelligent Segmentation Creating and managing segments is a central theme within a marketing solution. The concept of identifying a group of customers, to form a segment, and then using this within the marketing mechaisms hides a degree of complexity which is often overlooked, how do you identify those customers? Its not enough to present the user with the ability to select various criteria and play with these until something starts to take shape. While this is a key aspect of the overall approach, the seleciton of criteria can be come nothing more than guess work. This is where the support for intelligent segmentation comes into play. The recommended criteria have been assembed from statstical analysis of various input sources and are ranked according to their power to act as predictors against certain outcomes. This section describes how these criteria are created. At a high level, the soluiton provides support for a concept called Analysis Project which creates a set of predictos based on Samples of the main customer data. These samples provide a sample of the overall population. An Analysis Project takes a sample and performs a range of statistical analsysis activities to determin what data fields 4-25

109 have predictive power or influence when measured against a nominated goal such as the purchase of a product or service. Sample Setup Samples are created and managed on the Samples landing Page. Here a user can create, open, edit and delete samples. To create a sample the user: 1. Clicks New and provides: appropriate deails for the main data source (Applies to field ) issue group classifcation sample name 2. Clicks create to open the main new rule form which allows the user to configure the specific details of the sample. Field Sample Source Description Where the sample is going to be taken from, what is the 4-26

110 Field Anticipated Sample Size Sample Strategy Description main backing source for this data Describes the desired size in terms of absolute numbers or a percentage, in this example we ve asked for 10% This drop down field allows the user to choose between the available strategies. In this example Random is chosen but the current alternatives are Ascending or Descending. If either of the last two are chosen, the user needs to identify which field in the data set will be used for ordering on, this additional field in the UI becomes visible if Ascending or Descending is chosen. The Sample Fields section below presents the list of fields within the Sample and the column name they map to in the backing table. The user can use this list to remove (de-select ) fields that they know will not be useful in the downsstream analysis. 4-27

111 Here, the customerid, full name, mobile number and partition key have been deselected. These will not be valuable for further analysis, fields that are system related ( as in partition keys ) or genuinnly unique for individual customers ( such as their customer id or their full name ) are typically fields that have no value from an analysis perspective. The Sample should now be saved, this action creates the supporting rules for this Sample, namely the backing table and the report definition. At this point, the newly created Sample is in a checked in state ( if checkin/checkout is enabled) and will need to be checked out if further modifications are required. Click the Run button at the top of the rule form to populate the Sample. Once the population process has completed, refresh the rule and the Sample size is presented on the main rule form and the history has been updated with the recent run statistics. Clicking the preview button will execute the report definition that was generated to support this Sample. On a new system, this sample report will show that there are no matching rows to be found, this is because the report joins our sample customers with the interaction services tables to retrieve any previoulsy captured responses to offers made. As respnoses are captured the Sample will show the sampled customers and their responses to offers made. 4-28

112 Samples can be configured to execute in offline mode, to defer the possibly expensive processing until later in the day or perform the operation in a repeating cycle to keep the sample data from going stale. This is all configured on the Schedule tab. The Sample is now configured and ready for use, it is now visible on the Samples landing page too. The action button on the far right provides the options for the user to open or delete the sample. Analysis Project Setup. The Analysis projects provide the functionality to analyze sample data and to assemble a set of predictors that have influence on the nominated outcome or to conduct distribution analysis against the data set. Analysis projects are also setup in the landing page available from the Pega button. Creating a new analysis project, presents the user with the following form. 4-29

113 The single configuration point when creating an analysis project is the Sample it is going to be based on, the user needs to select the one required from the drop-down list. The user is presented with an initial analysis project that has the following tabs. Tab Static Analysis Modeled Analysis Schedule Results History Description Provides configuration for the Static Analysis runs, Static Analysis will be described in a following section Provides configuration for the Modeled Analysis runs, again these will be described in more detail in a following section Provides the options for scheduling the execution of these analysis activities in offline mode Provides support for reviewing the results of the analysis runs. Analysis execution statistics and standard rule history, usage and description The two types of analysis currently supported are Static and Modeled Analysis. 4-30

114 Static Analysis provides support for Data Distribution analysis. Data Distribution analysis provides a convenient way to understand what the groups of data look like for a specific property and how many occurrences exist within each group. Modeled Analysis provides a statistical assessment of the significance of the individual properties and their influence or power in predicting the targeted outcome. Both analysis types help provide more color and useful configuration detail when assembling segment criteria, helping to reduce the guess work or intuition previously identified as the main issue with more traditional approaches to segment construction. Static Analysis To configure the analysis project for Static Analysis, review the available properties (which have been retrieved from the supporting sample) and describe which grouping type is required. Use the refresh button to refresh the list of sample fields if they have changed since this analysis project was created. Any property marked with the Distinct Count grouping type will be processed during the execution phase and a distinct count of the grouping will be performed. Any 4-31

115 property with No Group set will be ignored. In this example, Age has been marked as being ignored, it may still be used as part of the Modeled Analysis but it s likely to be a continuous value with a large number of groups and therefore not that useful from a group and distribution analysis perspective. Whereas, NetPromoterScore has been marked for Distinct Count analysis, this property should have a range of values from 0 10 and have details of how many customers are in each group would be very valuable. To manually execute the Static Analysis, go to the Results tab and click Run, this will instruct the system to perform the analysis against all the nominated columns, as illustrated below. Each row maps onto one of the properties configured in the Static Analysis tab. Here we can see the number of groups that have been identified and the number of values present. In this case, our CLV_VALUE property has 13 groups of distinct data and only 42 values present, the reality is that there are a large number of missing ( or null ) values for this property. Another example is the NetPromoterScore property which has 9 distinct groups and a total of 636 values; there are no missing values for this property. The user can inspect each of these groupings by clicking on the arrow head in the left hand column, our Gender grouping in this example looks like this. 4-32

116 Here we see the distribution of data across the two main groups, M and F and we can also see that there are two rows with missing or null data. The description field offers users the ability to add more friendly text to be used when describing the actual values of M or F; this becomes very useful when the grouped data is based on non friendly product codes or other non obvious classifications. These analysis results, along with their modeled variants are stored within the rule and as such are only 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 organized and may give some insight as to where to focus any criteria construction in segments. The Modeled Analysis approach improves on this significantly through the use of statistical analysis to identify properties that have a high influence on the targeted outcome, completely removing the need for guess work or intuition when assembling criteria in a segment. This is all configured in the Modeled Analysis tab, there are several sections to this tab which are explained in the table below. A key aspect of this analysis approach is the use of a closed loop feedback mechanism. Sample data is used to train or drive the creation of these Modeled Analysis predictors. The sample data brings with it details of previous interactions and responses to offers made. While we are creating Modeled Analysis predictors that have predictive power over various outcomes, they are based on positive and negative responses to previous offers. Area of configuration Select Offer Description This area enables the user to train the analysis on specific instances of responses to previously delivered offers. In this section, the user can specify that they are only interested in offers for a specific Issue, Group or Offer combination. 4-33

117 Area of configuration Description The user uses the drop-down boxes to select the Issue, Group or Offer that they want to focus on. Leaving any of these blank will bring through all the entries for the parent category. For example, if the user selects the Issue Sales and the Group SmartPhones, the analysis will consider responses to all offers in the Sales/Smartphones Issue Group combination. Select Interaction Detail Analysis projects can be created with predictors based on actual responses to previously offered products or can be trained against similar or group level offers which can act as proxies for a new product offering. For example, consider the case where a user wants to create some predictors that will help identify successful sales opportunities for a product not yet released. There is no history or previous transactions that can be used to inform this choice, there are however similar products or product groups which could be use to help start the process. By setting up the analysis to use these proxies, our user can start to assemble likely predictors that will help illustrate the type of customers who would be likely to buy this product. In a similar way, the interaction details may also be a useful set of dimensions on which to train the analysis. Here our user can direct the analysis to focus on the interaction dimensions of Direction, Channel and Treatment. They can also constrain the analysis assessment on offers responded to after a certain date in time. Select Predictors Again, all these options are supported by smart prompts to help make the choice easier for the user. The predictor set for this analysis is described here. In a similar way to the setup described for Static Analysis, the user is able to remove or add properties from the base sample. There may be cases where it s obvious that a certain type of data may have no predictive value. It might be in the default list which is created when the analysis project is first created, it may be used by the Static Analysis but it can be removed ( or added back ) in this section. 4-34

118 Area of configuration Description Select Behavior The predictor type is assigned to the default value for the property type when the predictor is created. These can be changed by using the drop-down if required. The behavior section allows the user to describe what is a positive outcome and what is a negative outcome based on the responses received so far. The available behaviors section lists all the distinct responses received so far, within the constraints described by the selected offer and selected interaction dimensions. The task here is to review the available behavior and mark then as being positive, negative or ignore. 4-35

119 Area of configuration Description The behavior can be refreshed by clicking Refresh. This may be valuable if the nominated dimensions change. By default, responses are marked as Ignore and will not be considered further. Changing them to Positive or Negative moves the response type into one of the two response categories. Having setup the Modeled Analysis tab, the analysis can be performed and previewed on the Results tab. Clicking Run in the Modeled Results area will pump the sample data through the adaptive decision management engine and retrieve any predictors identified. The example illustrated below is an analysis execution for the sales and handsets Issue and Group combination. This is a preview form, the user can select to cancel this operation or accept. If they accept, the results replace any existing Modeled Analysis details which may be present on the rule. As with the Static Analysis results, the details for each predictor can be exposed by clicking on > in the left hand column. 4-36

120 In this example, pycountry is seen has having the highest performance ranking of the available predictors. We see its performance rating, the groupings that the analysis engine has constructed and the number of positive and negative cases for this example. Expanding the pycountry predictor shows the following: Here we see a set of symbols that have grouped together, their propensities and their count and percentage against the other groups for this predictor. If the user hovers 4-37

121 over any symbol which has been truncated, the tool tip will show the additional symbols. This is an example of a categorical predictor, a histogram predictor such as age looks like this: In this example, we can see how the analysis has grouped the various age ranges and described the propensity for each group. The propensity is simply the positives/ (positives + negatives). In each case (for Static and Modeled Analysis) the last run date for the discreet operation is presented in each area by the run button. If an analysis project is configured to execute in offline mode, via the schedule tab, both analysis types will be executed at the same time, they are available for separate execution only in the online mode. Scheduled execution of the analysis project The scheduling of offline execution for analysis projects follows a common approach to scheduled execution. This is illustrated below. 4-38

122 The schedule is created when the analysis project is checked in; any prior schedule is deleted. The results of the analysis execution can be seen on the history tab. The use of analysis projects in a segment As described earlier, the user is invited to nominate an analysis project when a segment is created. Selecting an analysis project from the available projects in the 4-39

123 drop-down will give the segment the option to pull in the Static and Modeled Analysis predictors when assembling the segment criteria. This can also be done on the segment rule form, in the About this Segment section, by selecting a different analysis project. This section also displays the last run date for the analysis project if one is selected. Additionally, having an analysis project available enables the segment visualization to use different estimation strategies when calculating the population sizes. Changing the analysis project for a segment can be achieved on this form, but doing so will clear down any existing criteria that may be present on the rule form. The user is warned that this will happen and given the option to cancel the change. 4-40

124 The options for visualization estimates are: Type Real Sampled Extrapolated Description The counts for the populations within the Venn diagram are calculated by querying the: base customer data set benefit (if the counts are accurate) The drawback of this is it may be a slow or expensive process if there are many rows within that data set. The counts for the populations are queried against the population within the Sample. For example, if the sample described 10% of the population, the counts presented in the Venn diagram will be 10% of the true value. The benefit is that it is less expensive to perform these counts against the smaller sample size. The drawback is that that the counts are only an estimate based on the sample size. The smaller the sample, the larger the estimation error will be. This approach uses the sampling approach but extrapolates the results based on the ratio between the sample 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 new set of counts produced. Additional Functionality Available on the Segment The segment preview button is available and enabled once a segment has been created and populated. This will launch the report definition that has been created to present the segment information and will allow users to preview the data in their segment. The report will contain all the columns mapped in the main data source. Additionally, when checked out, the Refresh Customer Count is available to re-query the number of rows in the main customer data store. This may be an expensive operation and this is why it s been provided as a specific action on the rule form. This will reset the property within the segment rule that holds the number of rows within the customer data source. 4-41

125 Chapter 5: Treatments A Treatment is the definition of the content that is delivered to a Customer as part of an Offer over a specific communication Channel. The System provides support for three kinds of Treatments , SMS, and Inbound. Each of these types is further explored in subsequent sections. Treatments are listed under the Offers & Treatments section of the Artifact Explorer. Treatments can be defined at the top level or can be categorized into Issues and Groups. All three kinds of Treatments are listed together in a particular node. The Treatment s type can be quickly discerned by its icon: Treatment Type Artifact Explorer Icon SMS Inbound Treatment A newly created Treatment starts out with a blank canvas, as shown below. 5-1

126 Note: The Key Code field displayed in the Treatment is currently not used. The Treatment Key Code can be specified on the Send shape in the Offer Flow. The Treatment rule includes the following tabs: Tab Name Treatment History Purpose Create the contents of the Treatment. Refer to Using the Treatment Editor section. Specify the Description and Usage information for this Treatment. Using the Treatment Editor The Treatment Editor enables the user to design high quality treatments to send to customers. This editor supports two modes of editing: Design This is the default editing mode. In this mode, users can enter free-form content and use a wide array of editing tools to format this content. To apply formatting to content; select the content first and then, use the formatting icons to update the content s format. Source This mode is for advanced users and provides direct access to the source HTML for this treatment. In this mode, the formatting icons are disabled. Users can toggle between the two modes above by using the Design and Source icons. 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 an Treatment via the Add Property icon: Examples of this data include customer information, offer details, etc. 5-2

127 Upon clicking the Add Property icon, the Add Property dialog can be configured to embed the necessary data field. In addition to specifying the name of the field to be embedded, users can also specify: Format Reference to a Format rule that determines how this field should be formatted. 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 Treatment via the Insert Button icon: These links enable the user to directly embed options to accept/reject the Offer into the Treatment. A Customer receiving this can directly respond to an Offer by click on one of these links. Offer Flows can be suitably designed to branch flow execution along appropriate paths based on the response received (determined by the type of embedded Response link). The Add Button mechanism caters to the following two response functions: Accept Offer Reject Offer For either of these functions, the following can be specified: Button Text The text that is displayed to the user as the link Button Image Reference to an image that is displayed alongside the link Custom Style CSS formatting style that should be applied to the link 5-3

128 Note: The Add Button mechanism can also be used to embed a link/button that opens a URL. To use this functionality, select Open a URL as the function for the Add Button and configure the various options as described previously. SMS Treatment A newly created SMS Treatment starts out with a blank canvas, as shown below. 5-4

129 Note: The Key Code field displayed in the SMS Treatment is currently not used. The Treatment Key Code can be specified on the Send SMS shape in the Offer Flow. The SMS Treatment rule includes the following tabs: Tab Name Message History Purpose Create the contents of the Treatment. Refer to Using the SMS Treatment Editor section. Specify the Description and Usage information for this Treatment. Using the SMS Treatment Editor The SMS Treatment Editor enables the user to specify the contents of the SMS message. Users can simply type the content of the message into the editor. The SMS editor provides the following features: Character Count - As a user types the message content, the editor displays the number of characters in the message. Once the content goes past the length of one SMS message (160 characters), the editor also displays the message number along with an informational note to the user about SMS message lengths. Spell Check Users can use the Check Spelling functionality to check the message content for errors. Spelling errors are highlighted in red. Clicking an incorrectly spelled word (red link) provides a list of possible corrections. Selecting one of these corrections should mark the work in green to denote that the spelling error has been corrected. Note: If you wish to continue composing the message after performing a spell-check, click outside the editor and then click back in the editor to continue using it. Embedding Relevant Data Relevant data can be embedded into an SMS Treatment via the Add Property icon: Examples of this data include customer information, offer details, etc. 5-5

130 Upon clicking the Add Property icon, the Add Property dialog can be configured to embed the necessary data field. In addition to specifying the name of the field to be embedded, users can also specify: Format Reference to a Format rule that determines how this field should be formatted. 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 of the message length. Each embedded field counts as 15 characters towards the character count for the message. 5-6

131 Inbound Treatment A newly created Inbound Treatment starts out as shown below. Inbound Treatments are the same as Section rules. For more information about creating Sections, refer to the PRPC Help documentation. Note: Unlike other Marketing artifacts, the Inbound Treatment does not show Issue/Group drop-downs in the New form. However, these are still correctly set based on the context of the tree node from which the Inbound Treatment is created. To ensure proper access to relevant resources, it is recommended that Inbound Treatments should always be created from the appropriate node under the Treatments sub-tree. 5-7

132 Chapter 6: Templates A Marketing Template is the definition of the content that should be written to an external source as part of making an Offer. The System provides support for writing to both a file and a database table. Any outbound shape in the Offer Flow can be configured to write to a File Template and/or a Database Template. This includes the following shapes: Send Send SMS Send Generic Like most other Marketing artifacts, Templates can be created at the top level or can be categorized under Issues and Groups. The categorization level of the Template determines the attributes (Offer details) that are available for use within the Template. Both File and Database Template rules have the following tabs: Tab Name Definition Details Finalize History Purpose Configure the output location and the writing mode. See Configuring Output Destination. Specify the contents to be written to the output source. See Configuring Output Content. Configure schedule options, delivery options, and postprocessing activity. See Configuring File/Table Finalization. Specify the Description and Usage information for this Template. 6-1

133 File Template File Templates are listed under the Outbound File landing page, which is accessible from > Channels -> File -> Outbound File. Database Template Database Templates are listed under the Outbound Table landing page, which is accessible from > Channels -> Database -> Outbound Table. Configuring Output Destination The following output destination configurations are available (on the Definition tab): Name Mode Purpose File Path File Path on the System machine 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 6-2

134 Name Mode Purpose Table Database Name of the table where the output content will be written Overwrite existing data Append to existing data File, Database File, Database Whether existing output content should be over-written Whether new output content should be appended to existing content A sample File Template with its output destination configured is shown below: Configuring Output Content The actual content that needs to be written to the output destination is configured in the Details tab. 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/Footer Information This option is only available in File Templates. The following information can be added as part of the file header or footer: Free form text specified by the user File name Name of the output file Record Count Number of records at the time of finalization Column Heading Names This option is only available for the file header and when the write mode is Overwrite. If this option is selected, column headers will be written to the output file after all the other header fields. 6-3

135 Specifying Output Fields The following types of information can be added as part of the Fields list: Data Fields Any relevant data fields (such as customer information, Offer details, etc.) Text Free form text entered by the user The Name column in the grid denotes the name of the database column or file column header, while the Content column denotes the actual value for the individual records. A sample File Template with its output content configured is shown below: 6-4

136 Configuring File/Table Finalization When the necessary output content has been written to an output file or database table, it can be finalized. Finalization results in any pending data to be written to the output file/table. The staging.lock file or _LOCK table is converted to its proper version without the lock in the name. Finalization can be triggered in the following two ways: Manually by the user - Users can choose to finalize a file or table by selecting either the Finalize or Finalize and Download action on a particular entry from the Outbound File/DB Template landing page. 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 Finalize tab. Users can also choose to send an notification when finalization occurs. This can be configured via the Delivery Options on the Finalize tab. For File Templates, users can also choose to attach the finalized file to the notification

137 Finalization also serves as a hook for a post-processing activity, if one is specified. An example usage of this could be to upload the finalized file via FTP to a processing system. The post-processing activity can be configured in the Advanced section of the Finalize tab, as shown below: File/Table Landing Page Actions The Outbound File and Outbound Table landing pages provide various actions (via the Action menu) that can be taken on a specific file/table. The set of available actions depends on the status of the output file/table. This includes the following actions: Download - (File only) Download the output file. Finalize Trigger finalization of the output file/table. Finalize and Download (File only) Trigger finalization of the output file, and then download the resulting file. Preview (Database only) Presents a CSV file containing a preview of the database table. 6-6

138 Chapter 7: Checklists A Checklist represents a set of actionable steps which must be performed to accomplish a goal. Each actionable step is represented by a Checklist Task (herein referred to as Task). A Task is always created in the context of a parent Checklist. A Checklist can be associated with either an Offer or a Program. Checklists are listed under the Programs & Checklists section of the Artifact Explorer. 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 be entered, as shown below: Note: The Checklist Name must be unique across the system. Unlike some of the other rules (such as Offer), the same Checklist Name can t be used at different hierarchical levels (Top/Issue/Group). Note: Checklists associated with an Offer / Program can be seen in the Checklists tab on the Offer rule / Program Display. 7-1

139 Checklist Display Clicking Create after entering the information above creates the Checklist work object and switches to the Checklist work object display, as shown below: The Checklist Display can be split into the following pieces: Checklist Header Tasks Panel Notes & Attachments Checklist Header The Checklist Header displays salient information about the Checklist. This includes the following: Checklist Name Checklist ID Links Toolbar Links to various actions that can be performed on the Checklist, including: 7-2

140 Next Steps Display a list of available actions that can be taken on the Checklist at the current point of time. Save As Create a copy of this Checklist. Start Checklist Start working on this Checklist. This item is only shown for new Checklists. Reopen Checklist Reopen a Checklist. This item is only shown for completed or withdrawn Checklists. History Display a historical record of the various actions that have been performed on the Checklist. Refresh Refresh the current Checklist display. Cancel Save current changes and go back to reviewing the Checklist in a read-only mode. If changes made to the Checklist need to be discarded, close the Checklist work object by clicking either the or the icon. Where Am I Display where this Checklist is in its lifecycle. Associated with Provides a link to the associated Offer or Program. Owner Description Issue Group Start Date Due Date Status Percent Complete Completion percent of this checklist which is calculated by averaging the completion percent of the child Tasks. Tasks Panel The Tasks Panel lists the various tasks that have been added to this Checklist. It also provides a mechanism for adding new tasks. Individual tasks can be acted upon directly from the Tasks Panel by utilizing the Action menu. The Tasks Panel also supports performing actions on multiple tasks via the Actions for Selected Tasks menu. 7-3

141 Notes & Attachments The Checklist Display also includes the Notes tab and the Attachments tab. These behave similar to the tabs on the Program and Program Run Displays. Refer to the descriptions of these sections in the Programs chapter for more details on these tabs. Actions Available on a Checklist The following is an overview of the various actions that are applicable on a Checklist, during its lifecycle. While performing any of these actions, it is possible to switch to a different action (if it s currently available) by using the Other Actions menu. Start Checklist This action is available directly off the Links Toolbar for new Checklists. Performing this action marks the Checklist as being In Progress. Add Tasks This action enables the user to add Tasks to the Checklist. Tasks are added by using the add button at the bottom. All pertinent information for the Task (such as name, start date, due date, effort, etc.) can be specified in the Update Task dialog. 7-4

142 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 completion note and choose whether this note gets shown on the Notes tab in the Checklist Display. Note: Completing a Checklist doesn t complete the individual Tasks on the Checklist. Typically, this action should be taken when all Tasks in the Checklist have been completed. 7-5

143 Withdraw Checklist This action enables the user to mark a Checklist as being withdrawn. The user can enter a note and choose whether this note gets shown on the Notes tab in the Checklist Display. Withdrawn Checklists are moved from their current node under Checklists to the Withdrawn node in the Artifact Explorer tree. Note: Withdrawing a Checklist doesn t withdraw the individual Tasks on the Checklist. Reopen Checklist This action is available directly off the Links Toolbar for Checklists that have either been completed or withdrawn. Task Display The Task Display can be accessed in the following ways: By clicking the link on the Task name in the Tasks Panel on the Checklist Display. By opening Tasks that are assigned to you from the My Work List section on your home page. The following shows a typical Task Display: 7-6

144 The Task Display can be split into the following pieces: Task Header Details Panel Notes & Attachments Task Header The Task Header displays salient information about the Task. This includes the following: Task Name Task ID Links Toolbar Links to various actions that can be performed on the Task, including: Next Steps Display a list of available actions that can be taken on the Task at the current point of time. Start Task Start working on this Task. This item is only shown for new Tasks. 7-7

145 Reopen Task Reopen a Task. This item is only shown for completed or withdrawn Tasks. History Display a historical record of the various actions that have been performed on the Task. Refresh Refresh the current Task display. Cancel Save current changes and go back to reviewing the Task in a read-only mode. If changes made to the Task need to be discarded, close the Task work object by clicking either the or the icon. Where Am I Display where this Task is in its lifecycle. In Checklist Provides a link to go back to the parent Checklist. Owner Description Issue Created Start Date Due Date Status Details Panel The Details Panel displays various details of the Task including effort information. 7-8

146 Notes & Attachments The Task Display also includes the Notes tab and the Attachments tab. These behave similar to the tabs on the Program and Program Run Displays. Refer to the descriptions of these sections in the Programs chapter for more details on these tabs. Actions Available on a Task The following is an overview of the user actions that are applicable on a Task, during the course of its lifecycle. These actions can be performed in the following two ways: Directly from the Task Display using the Links Toolbar. While performing an action in this mode, it is possible to switch to a different action (if it s currently available) by using the Other Actions menu. From the Action menu on a particular task in the Tasks Panel on the Checklist Display. Start Task This action is available directly off the Links Toolbar for new Tasks. Performing this action marks the Task 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 note and choose whether this note gets shown on the Notes tab in the Task 7-9

147 Display. Performing this action on a Task resets 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 and choose whether this note gets shown on the Notes tab in the Task Display. Withdrawn Tasks are moved from their current node under Tasks to the Withdrawn node in the Artifact Explorer tree. Withdrawn Tasks no longer appear in the Tasks Panel of the parent Checklist and also do not factor into the Checklist s completion percentage. Reopen Task This action is available directly off the Links Toolbar for Tasks that have either been completed or withdrawn. 7-10

148 Chapter 8: Volume Constraints A Volume Constraint enables the user to limit the number of Offers that are delivered. The following two constraint types are supported: Offer Constraints Offer Constraints allow the user to specify the maximum volume for a particular Offer. This is useful in situations where there is only a limited quantity available for a particular product. Operational Constraints Operational Constraints allow the user to specify a maximum value for a particular delivery Channel (e.g. , SMS, etc.). This is useful in situations where there are limitations on the delivery mechanism, such as SMS/ server throughput. To apply these constraints, the Volume Constraint rule should be specified as the Volume Constraint for a Program (in the Program Configuration Panel). When a Program Run occurs, it first executes the Strategy to determine the potential set of Offers that should be processed. Next, if a Volume Constraint has been associated with the Program, any enabled Offer and Operational Constraints are applied to the Offer set to determine the final list of Offers which needs to be processed. Note: If a Volume Constraint has been associated with a Program, it must have at least one constraint enabled. If no constraints are enabled on this Volume Constraint, the Program Run will not execute. At this point, the user can either enable a constraint and restart the Program Run; or update the Program to no longer use Volume Constraints and resubmit the Program for execution. Volume Constraints are listed under the Business Rules section of the Artifact Explorer. They can be stored at the top level or can be categorized into Issues and Groups. A new Volume Constraint resembles the following: 8-1

149 The Volume Constraint rule has the following tabs: Tab Name General History Purpose Specify the Offer and Operational Constraints to be applied. Specify the Description and Usage information for this Volume Constraint. 8-2

150 Specifying Offer Constraints For each Offer Constraint, the following must be specified: Enabled Whether this constraint should be enabled. This provides an easy mechanism to switch constraints on and off as product volumes fluctuate. Issue Issue to which the constrained Offer belongs. Group Group to which the constrained Offer belongs. Offer Name of the Offer to be constrained. Maximum Volume Volume threshold for this Offer. Specifying Operational Constraints For each Operational Constraint, the following must be specified: Enabled Whether this constraint should be enabled/applied. Constrained Operation Delivery mechanism that is being constrained. Maximum Volume Volume threshold for the constrained operation. In order for Operational Constraints to be properly applied, any Offer (Proposition) that is returned by the Strategy must set the following properties: 8-3

151 pychannel This needs to be set to the channel being constrained ( , SMS, or Call Center ) pydirection This needs to be set to "Outbound". pytreatment This needs to be set to "PUMa". This is demonstrated in the Strategy snippet below: 8-4

152 Chapter 9: Strategies A Marketing Strategy enables the user to match the Offers that are available for a Program to the customers in the target population. Users can design Strategies to ensure that each customer is targeted with the Offer that is most suitable for them. The Strategy rule enables the user to apply various business goals and prioritization criteria to make this determination. A Marketing Strategy is associated to a Program via the Program s Configuration Panel. After selecting a Strategy, the Public Component (within the Strategy) should also be selected. Strategies are listed under the Business Rules section of the Artifact Explorer. They can be stored at the top level or can be categorized into Issues and Groups. For information on creating a Strategy rule and configuring the various tabs, refer to the PRPC Help documentation. A sample Marketing Strategy with various Decisioning shapes is shown below: Features in this Strategy include: Ability to import both specific Offers and also, all Offers at a particular level (Top/Issue/Group) Mechanisms (Predictive/Adaptive models, Scorecards) to rate Offers 9-1

153 Mechanisms (such as champion-challenger) to switch between various models View into History to determine Offer relevance Ability to filter Offers on a specified variable Ability to rank and return multiple Offers (such as Top 3) per customer Using Segments within Strategies Strategies built within Pega Unified Marketing can also use Segments to filter results directly in the Strategy itself. This is done by adding a Segment shape to the Strategy canvas (accessible via Add -> Segment Filter). A Segment shape can refer to any of the Segment rules that have been created in the System (Refer to the Segments chapter for more information about creating Segment rules). The Segment shape can be connected to other Decisioning shapes, as appropriate, to apply Segment-based filtering at appropriate levels in Strategy execution. A sample Strategy which uses the Segment shape is shown below: 9-2