Question
Future Proof AI
US
Last activity: 8 Jun 2023 7:51 EDT
Pega Paid Media Manager Implementation
Hello ,
I am in the discovery phase at my current project into enabling the Paid Media channel into the CDH. Currently we have an Action with an email treatment that is targeting customers who have abandoned an application in the call center.The business want to add a paid media channel treatment to the same action in order to send an ad via Google platform for those prospects who abandoned the application.They want CDH to identify whether it is best to re-engage a particular consumer via email, a paid web ad, or a combination. On this particular action they want the system to learn via an adaptive model that for customer X is better to sent the email treatment and for the customer Y is better to send the paid media treatment.
Does CDH support this arbitration between an email treatment and a paid media treatment via an adaptive model? Any recommendations if there is something that needs to be customized in the framework or it's a pretty straight forward implementation to connect CDH with the Google Ad Platform and then create the paid media treatment on the action?
Pegasystems Inc.
IN
Hi @SilviuStefan ,
Actions enabled for Paid channel are not arbitrated against the other channels. It means that if an Action is eligible for both the Paid channel and other channels then it will definitely be sent out to Paid channel along with other channels. This is done because sending an Action to paid channel does not guarantee that it will be delivered to the end customer/prospect. Ad networks such as Facebook ads and Google ads have their own algorithms to determine the most suitable customers or prospects to receive the ad.
Therefore, it is recommended to send an Action to both the Paid channel and other channels if it is eligible for both. This increases the likelihood of customers seeing the Action across multiple channels.
We do not recommend customizing the NBA strategy framework for this use case. As a best practice NBA strategy framework should be customized using the designated extension point only.
Future Proof AI
US
@moryh thank you so much for the reply.
I think what you described above is the OTTB behavior. First a customer qualifies for an NBA action with an email treatment for example and then if the paid treatment is enabled on it- the customer is automatically pushed to the Paid Media via the audience generated for the action.
The business wants a different approach, eg Ability for CDH to identify whether it is best to re-engage a particular consumer via email, a paid web ad, or a combination so for example currently we have a use case where we sent an email for someone who abandoned the application on the web and ideally we want to introduced a new action with a paid media treatment and let the framework to decide what is the best channel to re-engage with the customer.
so my question is simple: does CDH support an individual action to qualify just for Paid Media Channel ? Best regards,
Silviu
Pegasystems Inc.
IN
Hi @SilviuStefan ,
As Actions enabled for Paid channels are not arbitrated against the other channels. Therefore, OOTB adaptive models can't qualify an Action just for Paid Media channel when other treatments are also configured for this Action.
As I mentioned earlier sending an Action to paid channel does not guarantee that it will be delivered to the end customer/prospect. Therefore, I do not understand why your business does not want to re-engage with the customer in both email and Paid channel.
FYI @vanda1
Pegasystems Inc.
CA
Thanks Harindra
I'm in agreement with your response. We don't know for sure whether the Paid action will be shown as we depend on the Paid channel. So, in terms of success rate, it's better to do both (nor is there a way to prevent that). However, once an Action has been accepted or a form of conversion is performed, we can remove the eligibility for that customer via Paid, so the next sync, the action won't be presented again.
Thanks Arjen
Future Proof AI
US
@Arjen van der Broek I have a small question in regards with your above comment.
So let's say I have an action with an email treatment and a paid media treatment. Based on the eligibility condition the customer is eligible for the action and via primary schedule will send an email to complete his abandoned application. In addition to that we will send the customer id via Paid Media manager to the Google Ads audience to target with an Ad.
If the customer based on the action sent via email completes the application we will not want to send the Ad since he already follow-up based on the email sent. ( we received in IH the fact that the customer has submitted an application based on the well). Where do we remove the eligibility to not send the ad? is it handled in CDH on the paid media treatment eligibility condition or in Google Ad platform will have to remove this customer from the audience once the customer conversion happened based on the action/email treatment sent by the CDH?
Future Proof AI
US
@Arjen van der Broek also when we say that we don't know for sure whether the Paid Media Treatment ( the ad) will be shown since we are depending on the Paid Channel...if CDH sent the customer to let's say Google Ads Platform should not the customer see the ad ? or do we say that in Google we could have additional filtering conditions?
sorry for the follow up questions but I am quite new in implementing this channel in CDH.
Any answer is greatly appreciated.
Pegasystems Inc.
CA
@SilviuStefan It depends on the paid channel whether an action will be shown. We provide a list of customers + the action(s) we want to share with our customers. Matching of the data in that list will then be done by the paid channel, based on attributes such as email address, and if a match is found (i.e. the customer exists both in Pega CDH and is also on that Paid media platform), the promotion can be shown. This would also depend on whether we're depending on bidding for placement of an ad.
When it concerns not displaying a certain action, for example when an action has already been redeemed, then we take care of that on the Pega CDH side, in the engagement policy. Also, we can provide negative audiences to the paid channel.
All the above depends a bit on the use case you're trying to implement.
Future Proof AI
US
@Arjen van der Broek thanks for the quick reply and your answer makes sense however I think my scenario was not clear so I will try to explain again.
Step 1: Customer abandons an application on the website and CDH receives a real time event.
Step 2: In CDH based on the eligibility condition ( checking the event) on the action NBA Strategy Framework return the email and paid media treatment.
Step 3: Email is sent to the customer and also we will sent the paid media treatment to the Google Ad Platform.
Step4 : If we received an conversion event based the email then we should not sent the paid media treatment.
I don't think we need to change the eligibility condition if an action was redeemed ( in our case an application was submitted). In our case if an application was submitted based on the email treatment we sent then the paid media platform should not send the ad. ( so I am trying how we can stop sending the ad if the customer took action based on the email treatment CDH sent)
Ideally businesses want CDH to decide if either an email treatment or a paid media treatment should be send to the individual but as discussed above CDH strategy framework does not support that.
Pegasystems Inc.
IN
Hi @SilviuS5,
This can be achieved with Paid Media Manager's Negative Audience feature.
More details here https://docs-previous.pega.com/pega-customer-decision-hub-user-guide/86/reducing-wasted-ad-spend-negative-audiences-and-next-best-action#task_pkm_tg1_bpb
https://www.linkedin.com/pulse/pega-paid-media-manager-implementation-how-increase-ad-chinnasamy-1e/