Pega NBC 6.2 Exam - Next Best Action Consultant Flashcards
Are companies interested in retaining all customers at all cost?
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No
Can decisioning be applied to offers and channels or just offers or just channels?
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To both offers and channels.
What is more generic? Predicting customer propensity to buy or predicting customer behaviour?
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Customer behaviour.
What can be used as a part of the campaign segmentation/targeting to ensure that we are not targeting customers with offers that they would have bough anyway even without targeting?
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Control groups.
Customer communications need to be T_ _ _ _ _; C _ _ _ _ _ _-S e n s i t _ _ _; R _ _ _ _ _ _ _ and C _ _ _ _ _ _ _ _ _.
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Timely (at the right time); Context-Sensitive (if the customer calls to complain it will not try to sell immediately; Relevant (otherwise the customer will not accept them); Consistent (it remembers what was said before and it is based and aligned with our company strategies).
This Pega set of four customer communication requirements is very similar to marketing TICC: targetted; interactive; continuous; controlled. Or to integrated marketing communications 4Cs: Coherent; Consistent; Complementary; Continuous. But for some reason Pega wants to use their own terminology.
Timely; Context Sensitive; Relevant; Consistent are properties of what?
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Customer communications.
Growth; Service; Retention; and Risk Mitigation are four areas of concern for what?
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For business issues; for predictive models; for propositions; all of these can fit these categories. But for Pega memorization it is about business goals.
What are the four areas of concern for business when creating next best actions?
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- Growth (sell more; acquire more customers);
- Service (improve quality; satisfaction; educate customers);
- Retention (Provide the correct incentive at the right time for keeping our customers from leaving us);
- Risk Mitigation (know customers who are likely to default/not pay or are likely to be low value and act accordingly);
Should next best action generate value for the customer? The company? Or both?
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Both.
The more customers a company has; the more rooms occupied in a hotel the better?
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No. Nowadays it is not about occupation or customer base size maximization, but about: margin/yield optimization. Less customers which generate more revenue are more relevant.
NBA is about segments of size _. Or in other words about treating each customer as an _ _ _ _ _ _ _ _ _ _.
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1 individual.
Should a call reason of cancelling an account probably trigger a sale strategy? What strategy it is more likely to trigger?
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No. It is more likely to trigger a retention strategy.
Would the reason for leaving: competitor; no money; death be important input for the adaptative model to decide on an offer?
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Yes. You could even collect the competitor name if you know your top competitors and this could help predict for how much budget you are likely to retain that customer.
What are control groups used for? What do they have to do with beating the dead horse or in some languages (raining on the wet) when it comes to campaigns targeting customers?
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Control groups ensure we do not target customers who would have bought anyway, but instead customers who need some explanation/offer/education in order to develop the need/want to buy.
What is lift? What is its formula?
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(Percent of responded / Percent targetted) * 100. E.g. 20% / 1% = 200.
When targeting 100% of the population what is your lift equal to?
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The percentage of responders in the population (e.g. 50% or 20% if less people respond to this campaign).
True or false? The more customers an organization has; the more transactions the more next best actions?
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True.
Can NBA rules operationalize business directions and strategies? Can you mention another purpose for NBA rules?
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Yes. If they do not or if they go against business directions and regulations they should be reviewed. It is true that they operationalize business directions and strategies, but they call and be about regulations.
Predicting customer behaviour benefits: the business; the customer; both; none.
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Both. Marketing is about generating win win relationships. It is true though that sometimes marketing pushes people to over-consuption which is not always to their benefit. But the correct answer is about good marketing and educating and captivating customers; and building long term relationships with them. This is how brands are built. And them they will buy more from you because they are delighted and not because of consumerism.
What types of data can be input into a predictive or adaptative model? Can you provide classifications/categories for this data?
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- Social and demographic;
- Product holdings and usage (FRAC: frequency, recency, amount and category of use, ARPU);
- Customer interaction data (complaints; inquiries; behavioural);
- Contextual data from interaction (channel; call reason).
Also other categories (sometimes orthogonal or overlapping to the above): demographic; psychographic; behavioral.
If there is a credit risk than mitigate that risk; else if there is a churn risk then start/use a retention strategy; else see if there is a sales opportunity.
The above script conditional logic to select from multiple flows of campaign sub-strategies can be implemented via what type of strategy selection component (not segmentation, nor arbitration component)?
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A switch component.
Decision trees or tables are segmentation components and not selection components, and moreover decision trees or table just produce a result that is usually mapped to pxSegment, but they do not directly select a sub-strategy. In order to select a sub-strategy and its propositions you need to apply a switch component. Alternatively you could filter on proposition type, but filters are not selection components, but arbitration components.
What does CLV stand for?
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Customer Lifetime Value.
Which one these three make up a decision strategy?
1. Data; 2. Predictive models; 3. Business Rules.
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Answer: 2 and 3 only.
- Data comes from outside the strategy.
When can a next best action be made? Choose the best answer:
- Every time a new piece of information is received.
- At the start of an interaction and every time the customer responds.
- At the start of an interaction and when the customer contact reason is captured.
- At the start of an interaction and at the end, after the customer response is captured.
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- Every time a new piece of information is received.
This answer is more generic. The others give specific rules of engagement that do not cover all cases.
Which Pega software tool is used to build predictive models (not adaptative)?
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The predictive analytics director.
Which Pega software tool is used to build adaptative models?
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Adaptative model/decision manager.
Yes or no? Does the predictive analytic director generate reports about the model building process?
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Yes.
If we do not have historical data should we build predictive or adaptative models?
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Adaptative. Predictive need historical data.
Which models should we use for credit risk; claims risk or fraud?
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Predictive. The response for giving somebody credit or loans or insurance comes late and is asynchronous (default or not default on payments, etc).
Do adaptative models use multiple or just one modelling technique?
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Multiple.
Yes or no: Are adaptative models more powerful than predictive models?
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No. It depends on the situation/adequacy.
What is a proposition (choose the most explanative):
- Sales offer;
- Sales or retention offer;
- Any kind of offer;
- Proposed cause of action;
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- Proposed cause of action; It can also be an educational proposal (propose customer will learn about something).
Project work in a decisioning project cannot typically be parallelized in teams. True or false?
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False. Yes it can be parallelized.
What is the Next Best Action Advisor?
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It is the tool used typically in call centres to run next best action strategies for customers.
What Pega software tool allows slicing and dicing on dimensions such as issues/groups/propositions; customer; channel; etc?
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The visual analytics director.
What are typical items to consider for defining the scope of a decisioning project? Name at least 4 such as: use single offers or bundled offers also; etc.
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- Direction: inbound/outbound; both.
- Channels: web; IVR; etc.
- Business issues: growth, retention, service, risk.
- Applications: datawarehouse; web shop.
- Data considerations.
Did you guess at least 4 out of 5? Give yourself maximum points.
Indicate which 3 project phases can be paralelized:
- Configure environment;
- Access data & integrate systems;
- Create predictive & adaptative models;
- Create decision strategies;
- Deploy and test for production;
- Apply in channels and applications;
- Monitor and control.
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Steps or phases 2, 3, 4 can be paralelized provided we know a little about the data and have a skeleton/template for the decision strategies. The other are harder to parallelize, but one should start as early as possible to exercise some form of deployment to test environment to avoid future blockages.
If you answered any of the above you are fine. Some people may paralelize 3 and 4 and try early 5.
Using dot notation (e.g. prefix.propertyname); how can we access the properties inside a property group A in our data model? We mean from an logic expression inside a component.
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If you type primary. it will already autocomplete with the property groups such as “Customer” and this will allow you to access such properties.
What does primary. does as a property prefix? What does it access?
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It accesses the property groups in the data model folder from the explorer area from the decision manager.
What are the groups of properties typically found under the Data Model/Property folder in the explorer area from the decision manager?
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It has property groups such as Customer; Interaction History; etc.
How to use a literal value such as a message that has a dot in it? How to escape this?
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Use quotes primary.Customer.message = “Message…”
True or false? String concatenation is done via concat(“ value1”, “value2”).
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False, concatenation is done like in Java: “ value1” + “value2”.