Pega users leverage their next-best-action (NBA) strategies on Paid Channels using Paid Media Manager – and we have made it simple for them to hit the ground running, and leverage the full power of Pega’s AI.
With the latest release of Pega Infinity™, users now have out-of-the-box, AI-driven Paid Media Strategies. These strategies leverage adaptive models to determine the increased likelihood for an individual to convert if they click on a paid ad, then use this expected value to drive the willingness to pay for a click; per offer, and per customer.
But what if a customer does not respond? Do not worry, Pega has you covered there too. Our pre-built, adaptive learning algorithms automatically adjust in real-time, re-calculating the likelihood that the customer will accept the offer even without a click, and automatically re-prioritizing the bidding strategy accordingly. That way, you can bid more where it matters – like for customers where a click significantly increases their propensity to accept, and less where it does not.
Paid Media Strategies in Pega Next-Best-Action Designer
For more information, see the "Paid Media Manager" chapter of the Pega Marketing User Guide on the Pega Marketing product page.