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Negotiation strategies in Pega Marketing for Communications 7.4

Updated on September 10, 2021

Pega Marketing™ for Communications employs static and dynamic offer bundles. Bundles include services such as TV or internet. Static bundles are pre-configured and are readily available for the customer. Dynamic bundles are created during an interaction with the customer by adapting to the answers that the customer gives to a set of questions.

Pega Marketing for Communications includes Pega-provided strategies for both types of bundles.

The static bundle strategy

Static bundles are associated with the AcquisitionStaticBundle strategy rule and the AcquisitionStaticBundle real-time container. This strategy rule contains the following sub-strategies:

  • AcquisitionStaticQuadPlayBundle – This strategy rule identifies and ranks bundles that contain four services (quad play bundles) and identifies the child propositions of each parent bundle. A child proposition can belong to more than one parent bundle. This strategy rule identifies and groups each combination. The result is a ranked list of quad play bundles and their child propositions that is based on propensity.
  • AcquisitionStaticTriplePlayBundle – This strategy rule identifies and ranks bundles that contain three services (triple play bundles) and identifies the child propositions of each parent bundle.
  • AcquisitionAllStaticBundles – This strategy rule identifies the bundle with the highest propensity of any type. The number of services in the bundle has no impact on the propensity. This strategy includes a filter component that determines the number of displayed results.

The switch component identifies which sub-strategy to execute, based on user input. If no input is provided, the switch initiates the AcquisitionAllStaticBundles strategy. The filter component limits the number of triple play and quad play bundles that are displayed. By default, no count is specified and all bundles are displayed.

The dynamic bundle strategy

Dynamic bundles are associated with the AcquisitionDynamicBundle strategy rule and the AcquisitionDynamicBundle real-time container. This strategy rule calculates final offer propensity and ranks the offers. This strategy rule associates the top offer and plan with the selected service and displays them in the following sequence: mobile, internet, TV, phone.

Only the offers from the categories that the customer selects are displayed and all combinations are supported. For example, if a customer selects TV and mobile, only offers from these categories are displayed.

The AcquisitionDynamicBundle strategy rule contains the following sub-strategies:

  • TopAcquisitionInternetOffers
  • TopAcquisitionMobileOffers
  • TopAcquisitionTVOffers
  • TopAcquisitionPhoneOffers

The TopAcquisitionInternetOffers strategy rule has the following features:

  • Imports offers from the Internet group in the Acquisition business issue.
  • Displays either the top add-on and plan or all add-ons and plans.
  • Contains the OffersDynamicChanges strategy rule that calculates the final propensity and weight of the offers based on customer interaction. The OffersDynamicChanges strategy rule, in turn, contains the CalculatePropensity strategy rule that uses data from an adaptive model to determine propensity.

The remaining sub-strategies of the AcquisitionDynamicBundle strategy rule provide a structure similar to the TopAcquisitionInternetOffers strategy rule.

Acquisition containers

Real-time containers allow reusing capabilities between Pega Marketing for Communications and Customer Service for Communications. For example, offers in the Advisor are sourced from Pega Marketing for Communications. When you configure generic containers for the acquisition process, you can use offer types as input parameters.

The following containers are suggested:

  • AcquisitionBundle
  • AcquisitionAddOns
  • AcquisitionPlans
  • AcquisitionBudget
  • AcquisitionRecommendedBundle
  • AcquisitionDynamicBundle

Real-time containers should be created in the PegaMKT-Work-Offer class.

  • Previous topic Pega Customer Decision Hub for Communications Reference Materials
  • Next topic Negotiation strategies in a Pega Customer Decision Hub implementation for communications

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