Implementing a Sales Strategy 1 Implementing a Sales Strategy Pega Marketing for Financial Services 7.4 April 2018 Introduction This document describes how you would implement a sales strategy in the Pega Marketing for Financial Services application. Topics include creating your sales offers, working with the sales strategies, and deploying to sales channels. The actual implementation discussed in this document is in the Pega Marketing for Financial Services CRM sample application. It is treated as a working example for customers to reference when considering on how to implement a sales strategy. Contents • About offers • Identifying Top Offers using the sales strategy − How is the strategy configured? − NBA Top Offers • Invoking the sales strategy from an external system − Implementation approach − Rest container definition − Fallback strategy • Proposition filter for presenting offers • FlexibleBundle strategy About offers An offer is the marketing manifestation of a decisioning proposition and defines the proposition's life cycle. The proposition data 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 on the Offer rule canvas. For more details on creating an offer, see the Pega Marketing 7.4 User Guide on the Pega Marketing product page.
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Implementing a Sales Strategy 1
Implementing a Sales Strategy Pega Marketing for Financial Services 7.4
April 2018
Introduction This document describes how you would implement a sales strategy in the Pega Marketing for Financial Services application. Topics include creating your sales offers, working with the sales strategies, and deploying to sales channels. The actual implementation discussed in this document is in the Pega Marketing for Financial Services CRM sample application. It is treated as a working example for customers to reference when considering on how to implement a sales strategy.
Contents • About offers
• Identifying Top Offers using the sales strategy
− How is the strategy configured?
− NBA Top Offers
• Invoking the sales strategy from an external system
− Implementation approach
− Rest container definition
− Fallback strategy
• Proposition filter for presenting offers
• FlexibleBundle strategy
About offers An offer is the marketing manifestation of a decisioning proposition and defines the proposition's life cycle. The proposition data 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 on the Offer rule canvas.
For more details on creating an offer, see the Pega Marketing 7.4 User Guide on the Pega Marketing product page.
The Pega Marketing for Financial Services CRM Sample Application includes a few Pega-provided sample offers defined under different groups belonging to business Issue Sales and Negotiations, as shown below.
Implementing Top Offers using the Sales strategy The application is installed with a preconfigured strategy rule named NBA_Sales that is designed to find the top three offers from business group Bundles, Credit Cards, Deposit Accounts, Secured Lending, and Home Loans. It serves as a working example that you can extend to meet your business needs.
These business groups can be viewed on the Next-Best-Action Designer on the Pega Marketing portal under the Sales business issue. For further details about the NBA Designer and configuring the Sales business issue there, see Pega Marketing for Financial Services 7.4 Next-Best-Action Design and Configuration on the Pega Marketing for Financial Services product page.
The NBA_Sales strategy is designed to identify the best offers, which are most suitable for a given customer profile and which are most likely to be accepted.
How is the Sales strategy configured? The NBA_Sales strategy is defined in the PegaCRM-Data-Customer-FS class. This is the Pega-provided defined customer class that uses customer data to execute the Sales strategy.
Your implementation can have a different customer class.
The NBA_Sales strategy has a sub strategy H_NBA_Sales that includes six sub strategy shapes to import results from the following strategies:
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1. NBA_Sales_DepositAccounts: This is an auto generated strategy by the NBA designer landing page. This is designed to serve the best Deposit accounts offers, whether single or bundled, that are most suitable for the customer profile and have the highest likelihood of being accepted.
2. NBA_Sales_CreditCards: This is an auto generated strategy by the NBA designer landing page. This is designed to serve the best credit card offers, whether single or bundled, that are most suitable for the customer profile and have the highest likelihood of being accepted.
3. NBA_Sales_Bundles: This is an auto generated strategy by the NBA designer landing page. This is designed to serve the best sales bundles offers that are most suitable for the customer profile and have the highest likelihood of being accepted.
4. NBA_Sales_HomeLoans: This is an auto generated strategy by the NBA designer landing page. This is designed to serve the best home loans offers, whether single or bundled, that are most suitable for the customer profile and have the highest likelihood of being accepted.
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5. NBA_Sales_SecuredLending: This is an auto generated strategy by the NBA designer landing page. This is designed to serve the best auto loans offers that are most suitable for the customer profile and have the highest likelihood of being accepted.
The resulting data of these sub strategies are massaged through a Prioritize shape and Relevance shape before being passed to a result shape. The following are the Prioritize and Relevance shapes and their purpose.
• Prioritize Sales by Sort Order - The outcome from this shape is the offers prioritized on the basis of sort order values assigned from property set shape.
• Relevance – This shape sets the “NBARelevance” to reflect the relevance value of the Sales issue.
The proposition filter “IsInCollections” ensures that offers are not made to individuals in Collections.
NBA Top Offers The NBATopOffers strategy is used to return these sales offers to any application via the real-time containers TopOffers and Next-Best-Action. For more details, see Pega Marketing for Financial Services 7.4 Next-Best-Action Design and Configuration on the Pega Marketing for Financial Services product page.
Invoking the sales strategy from an external system Any strategy can be invoked from an external system via REST Services. The REST Service request is processed as shown in the following graphic:
Implementation approach 1. Uses PegaMKTContainer Service Package rule
2. Uses ExecuteWebContainer Rest service API
3. Passes the ContainerName as the Action ID (e.g. TopOffers) and the CustomerID as a parameter for the Rest service
4. Update the Sales strategy or the FallbackStrategy to the specified business logic
Rest container definition Values for the following properties are provided in the REST container definition:
• Status – Returns the success or failure of the REST Service call.
• CustomerID – Validated identifier of the customer.
• ContainerName – Validated name of the triggered Container.
• Channel – Communication channel (set to web by default).
• Direction – Inbound or Outbound.
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• OfferID – Name of the Offer rule.
• Issue – Issue to which the Offer belongs.
• Group – Group to which the Offer belongs.
• CampaignID - Work ID of the active Campaign for this Container.
• OfferName – Label of the Offer.
• ImageURL – URL for the Offer image.
• InteractionID – Interaction History record identifier for this Offer. This will be the same for all the Offers presented per service call.
• ClickThroughURL – URL to invoke the CaptureWebClickThrough API. The encrypted parameter in this URL contains the actual click-through URL specified as part of the Offer’s details.
• BannerURL – Image to be shown in banner (supports demo banner images).
• BannerURLSmall – Small Images to be shown in the offer page (supports demo banner images).
• Rank – Offer rank.
− Priority – Offer priority.
• Propensity – Likelihood that offer is accepted.
• Description – Offer description.
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Update the Data Transform TransformSROutput to change the container property mapping.
Fallback strategy If the customer specified in the REST service run real-time container or the service errors out and cannot run the regular decision logic, the service runs the strategy and returns the offers dictated in the “FallbackStrategy”.
Proposition filters for presenting offers Proposition filters define conditions for when an offer should be made available versus when it should not. Example proposition filters in the product include:
• Default Offer Eligibility: This proposition filter uses when rules to identify if an offer is active.
• IsInCollections: This proposition filter checks if the customer is in collections and if so, does not provide Sales offers to that customer.
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For further details about other proposition filters, eligibilities, and prioritization, see Pega Marketing for Financial Services 7.4 Next-Best-Action Design and Configuration on the Pega Marketing for Financial Services product page. These rules are accessible through the NBA Designer on the Pega Marketing Portal.
FlexibleBundles strategy This strategy helps define bundles based on the offer selected by a customer. The strategy uses data joins to merge the selected offers into a bundle.
This strategy is used in the Bundle Microsite, where site visitors select an offer and the system requests additional details to recommend bundles for selections. This implementation helps in cross sales.
