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Supplementing next-best-action with traditional outbound campaigns

Suggest edit Updated on January 19, 2022

In Pega Customer Decision Hub, campaigns provide an additional mechanism to deliver actions to customers and monitor the action performance.


Before the introduction of Next-Best-Action Designer and the Next-Best-Action strategy framework, campaigns were the main mechanism by which actions were delivered to customers. In newer versions of the product, this functionality has been superseded by the practices of 1:1 Customer Engagement, embodied within the product through the use of Next-Best-Action Designer. As a best practice, you should configure your customer engagement strategy in Next-Best-Action Designer, as described in Improving customer experience with next-best-action on owned channels.

The following links are provided for reference for users who have already configured campaigns in an earlier version of their Pega Marketing application.

  • Self-Optimizing Campaigns

    Self-Optimizing Campaigns provide an intuitive user experience that automates the process of splitting a campaign into a series of waves and leveraging the power of adaptive analytics to automatically learn which actions appeal to your customers the most.

  • Multi-Channel Campaigns

    Multi-Channel Campaigns (commonly referred to as Campaigns) enable marketers to use the power of intelligent segmentation and analytics to deliver the right offering to the right customer at the right time.

  • Outbound Campaigns

    For advanced marketing initiatives, Multi-Channel Campaigns allow the use of adaptive and predictive analytics with business rules to optimize across multiple actions, resulting in the selection of the best action for each individual customer. However, marketers often need a simpler mechanism to promote a single offering and monitor its performance.

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