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Best practice data models for AI powered customer centric decisioning

Updated on June 9, 2020

Pega has constructed industry specific data models for customer centric decisioning based on best practice synthesized from tens of implementations at many of the world’s most innovative organizations.

The models were constructed following an outcome-driven design process:

  • Start with outcomes to determine what real organizations want to achieve
  • Define the actions required to deliver those outcomes
  • Determine the decisions required to prioritize the right actions
  • Analyze the predictions necessary to drive the right decisions
  • Synthesize the data required to drive these predictions

The result is detailed and robust data models that describe the most critical attributes required to deliver the outcomes that will enable enterprises to transform their business performance.

The tables below show examples of the types of data contained within the financial services model, including data describing the customer, data describing the products or services that the organization has provided to the customer, and behavioral data covering key aspects of how the customer has interacted with the organization.

CustomerProduct HoldingsBehavioral
Customer Id
First name
Last name
Birth date
CLV value
Relationship start date
Relationship length in days
Total assets
Total liabilities
Account balance
Account description
Account number
Account subtype
Account type
Available credit line
Average monthly balance
Average yearly balance
Web visits last 30 minutes
Web visits last 7 days
Web visits last 30 days
Web visits last 90 days
Cards page visits last 30 minutes
Cards page visits last 7 days
Cards page visits last 30 days
Cards page visits in the last 90 days

Our detailed data models describe how this data should be used, how it should be ingested, and how it should be calculated.

As with any other Pega implementation, you can start with the data that is easily accessible in your organization, taking advantage of more of the data model as more attributes become available.

If you are a Pega partner or client you may download the Financial Services, Communications, and Health Care Customer Analytical Data Models from the Business Excellence page.

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