Question
Ericsson
IT
Last activity: 20 Jun 2017 4:37 EDT
Offer Proposition and strategy
It's not clear to me how to link Offer, proposition and strategy in a campaign.
Proposition are in the strategy and strategy is used in a campaign. Where is the link between offering and strategy?
Pegasystems Inc.
NL
Hello Paolo
Thank you for reaching out.
A proposition represents the proposed course of action for a customer. We use this term in any Decisioning enabled Pega application.
A proposition contains a set of attributes called proposition attributes. Proposition attributes differentiate one proposition from another.
In Pega Marketing, we refer to the proposed course of action as an 'Offer'. An Offer is always backed by a proposition. An Offer consists of two parts. First part is the set of attributes, offer attributes. This is same as the attributes of the proposition that backs it. The second part is the offer flow. The flow diagram represents the customer engagement steps.
When you design a strategy, you only import the proposition part of the offer. A strategy need not "know" about the flow part of the offer.
When the strategy executes, it results in zero or more propositions per customer. In Pega Marketing courses we call the strategy result as offers for consistency. But they are only propositions.
For every customer, the campaign launches the offer flow that corresponds to the proposition.
Hope this helps.
Regards
Guru
PEG
GB
Having checked Pega Marketing course, I'm facing the same question. In fact I have been asking myself this question during the whole course straight from the beginning.
I'm guessing I must have missed the answer or it is so obvious I can't see it.
This answer above is a starting point. Thanks for this.
I don't see the connection between the offer flow AND the offer (or proposition) and the strategy.
So for instance a strategy will run a select a proposition I defined which is just really like a card with a set of properties and values.
Where is the mapping happening between the "offer flow" and the "offer/proposition"?
For instance I have created a strategy called "stra1" and a offer/proposition called "myoffer" and a offer flow called "myofferflow". How PRPC know to call my "myofferflow" from my strategy and my flow/propostion?
Pegasystems Inc.
NL
Hi MERLX
You have not missed anything!
In the course, this is what you learn:
As a marketing analyst you create an Offer, which consists of two parts: 1) The offer flow diagram and 2) The offer attributes.
You use the Proposition Data component to import offers into a strategy canvas.
The fact that offers are backed by propositions, and that the strategy can only "see" propositions not offers, is not an essential knowledge for a marketing consultant. This relationship is managed internally by the Pega Marketing application. This is also the reason we always refer to offers as offers, and not as propositions in the context of Pega Marketing.
If you are really curious to see the relationship between offers and propositions, you can go to Configuration -> Decision Management -> Proposition Management landing page. Select a business group and you'll see that for every Offer, there is a proposition with the same name, automatically created.
At run-time, when a strategy selects a proposition for a customer, Pega Marketing launches an instance of the corresponding Offer. Again, this is something handled by the application. As a business user you don't have to be probe this.
Regards
Guru