Download Pega Unified Marketing

CROSS INDUSTRIES
Pega Unified Marketing
Optimize Customer Lifetime Value
Key Challenge
A More Effective Approach to Marketing
CMOs and marketing organizations are under
extreme pressure to bolster marketing’s
contribution and deliver a better return on
investment. Marketers have long attempted
to connect with customers through traditional
campaign management tactics, inundating
customers with irrelevant and inconsistent
offers and experiences. The result is unhappy
customers, low offer conversion rates and
excessive customer churn.
Marketing organizations looking to make a significant impact on the
customer experience and drive effective return on marketing investment
are turning to a Next-Best-Action approach.
Simply automating outbound marketing is no
longer sufficient in today’s customer-driven
world. To succeed, marketers must deliver
intelligent and coordinated communications
across all inbound and outbound channels, from
the contact center and Web, to email, social
media and mobile channels.
Across industries, Pega customers have
optimized their marketing organizations with:
`` 300 percent improvement in offer
acceptance rates
`` £2 million monthly increase in operating
margins
`` 180% increase in outbound marketing
effectiveness
`` 25% increase in campaign response rates
`` 30% increase in revenues
`` 5 point increase in retention rates
Pega’s Next-Best-Action approach to marketing uses decision
management and analytics to determine what the right action is for every
customer and provides them with the right message, at the right time, in
the right channel.
Pega Unified Marketing delivers on this vision through a unique
combination of real-time inbound and outbound marketing, campaign
management, and marketing operations capabilities that leverage
predictive and adaptive analytics, real-time decisioning, and business
process management. Pega’s marketing solution dynamically manages
multi-channel conversations through the entire customer lifecycle,
from offer design to offer fulfillment. Pega delivers on the promise
of customer centricity by providing measureable business benefits to
marketing organizations:
`` Creates relevant experiences for every customer. Turn every interaction
into a guided, relevant conversation by executing the Next-Best-Action at
the moment of truth. Continuously learn and adapt to every customer in
real time, across all channels, including social media and mobile.
`` Gives marketers more control. Design, change, measure, and control multi-
channel customer strategies with a single marketing portal that doesn’t
require IT involvement. Pega is the only solution to support marketing
operations with a robust business process management platform that
seamlessly connects sales with customer fulfillment processes.
`` Optimizes customer lifetime value. Maximize revenue with proactive
cross-sell, up-sell, and retention opportunities for customers and
coordinate the experience across inbound and outbound channels. Pega’s
solution provides the optimum balance between various customer needs
and the specific needs of the business.
Pega Unified Marketing
Key Capabilities
Next-Best-Action Marketing
Analytics-Based Campaigns
`` Pega’s Next-Best-Action Marketing is a customer-centric
`` Pega’s marketing campaigns capabilities deliver multi-step,
`` Marketers can create a cross-channel engagement
`` Analytics-based campaigns capabilities include intelligent
approach to marketing that leverages predictive and
adaptive analytics to provide real-time and batch marketing
offers and treatments to drive customer lifetime value.
strategy that continuously looks at customer history and
many different customizable attributes to determine the
top offer, best time, specific treatment, and best channel
to interact with customers and prospects. The system also
dynamically learns and adjusts based on every interaction,
making every touch point relevant and driving a positive
customer experience.
`` Next-Best-Action Marketing also leverages a series of
re-usable strategy templates to develop and coordinate
effective inbound and outbound marketing strategies.
`` Next-Best-Action Advisor component focuses on presenting
real-time recommendations and offers to agents or
customers in the inbound channels like call center and web.
Shared Marketing Components
`` Pega Unified Marketing includes a core set of out-of-the-
box marketing capabilities leveraged by every module of the
solution that allows marketers to design, execute, deliver,
and adapt to marketing strategies.
`` Pega’s shared components include a single marketer’s
portal that has a marketing calendar, collaboration
environment, offer and campaigns design, treatments
design, channel configuration, constraints optimization,
response management and reporting dashboards.
multi-channel marketing communications to very targeted
and segmented audiences that helps increase return on
investment in every marketing initiative.
segmentation that leverages predictive analytics and easy
to use visual segments to pick the right variables and
profiles and dynamically change them over time based on
customer behavior.
Marketing Operations
`` Pega’s Marketing Operations module leverages the best–
in-class business process management platform, Pega
BPM, providing maximum flexibility and control of every
marketing process.
`` Pega’s Marketing Operations capabilities include dynamic
case management that can orchestrate multiple processes,
systems and people which allow marketing to adapt to
complex business needs. Pega’s Operations module
includes checklists for marketers to monitor and control
work, as well as a number of approval templates that
can be quickly leveraged in the marketing organization to
support financial business objectives.
`` Pega’s Marketing Operations also leverages Pega BPM
capabilities to automate work to fulfillment, all within the
same unified system.
Analytics Components
`` Predictive Analytics Director allows marketers to design
and execute predictive analytics strategies to accurately
anticipate customer behaviors, such as offer acceptance,
churn or credit risk.
`` Adaptive Decision Manager allows marketers to design
and execute custom adaptive analytics strategies, enabling
customer interactions to be instantly adapted to account for
changing customer interests and needs.
`` Visual Business Director allows marketers to simulate
and test the potential impact of even the most complex
customer strategies before putting them into production.
Once deployed, performance can be monitored and
controlled at any level of operation in real-time.
For more information, please contact your Pegasystems representative, visit us on the Web at www.pega.com, or email us at
[email protected]. © Copyright 2012 Pegasystems. All rights reserved.
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