Pegasystems has announced Always-On Insights, a new offering combining Pega Customer Decision Hub with Celebrus’ Customer Data Platform (CDP). By integrating Celebrus’ real-time data capturing from digital properties with Pega’s AI-powered decisioning, brands can continuously react in real-time to consumer behavior with the most relevant inbound and outbound offers and messages to drive higher response rates.
Despite having more consumer data than ever before, organizations struggle to transform that information into meaningful outbound and inbound engagements that are both compliant and cost-effective. Brands have traditionally used third-party data obtained via cookies, as well as slowly compiled first-party data, to engage consumers through broad segment-based campaigns. However, not only are these frequently used approaches useless, but several will become outdated when third-party cookies are phased out in 2023. Brands will be compelled to reconsider their outbound marketing strategy by relying more effectively on first-party customer data to determine which offer or message is best suited for each consumer.
To maintain consumers’ attention, brands need a combination of effective data collection and sophisticated decisioning to determine the next-best action to take with individual customers. Always-On Insights combines Pega’s AI-driven engagement engine to intelligently optimize each interaction with Celebrus’ CDP that captures and collects compliant first-party customer data in real-time across digital channels. This can help organizations enhance offer response, lead generation, and overall customer happiness by ensuring they don’t miss the most crucial opportunities to connect consumers in meaningful ways. For example, when a consumer regularly hovers over or browses particular digital information, Always-On Insights uses that insight to immediately impact the next-best action for the customer in real time.
With Always-On Insights, brands can eliminate their dependence on third-party cookies while leveraging contextual first-party data to jumpstart customer engagement success with features including:
• Real-time capturing of data streams – Always-On Insights harvests consent-based first-party data from digital signals released when users traverse around companies’ owned digital domains, such as a website or mobile app, using a non-invasive technique and no re-tagging. These indications, such as browser behavior or mobile activity, convey information regarding a person’s preferences, intent, and emotional state as they occur.
• Instant outreach recommendations – Next, the combined solution immediately distills the streaming data and transforms it into insights that fuel Pega’s AI-powered decision engine. These insights can trigger an outbound engagement with customers in real-time: for example a retention offer based on recent behaviors to reduce the risk of attrition; a sales offer based on new intent to increase offer conversion rates; or a service suggestion to solve a case to help maximize net promoter or customer satisfaction scores.
• Integration of owned and paid channels – After calculating the best next-best action, brands can offer hyper-personalized messages to clients via any linked channel, such as a website, mobile app, email, contact center, or advertising platforms. The solution assures that messages are coordinated and relevant across owned properties as well as ad platforms.