Pega Introduces Pega Customer Data Connectors

Pegasystems has announced Pega Customer Data Connectors that enable clients to easily connect their existing customer data platforms (CDPs) and other signal providers to Pega Customer Decision HubTM. These connectors enable organisations to stream signals from high-value platforms such as Adobe, Celebrus, and ZineOne, and use AI-powered decisioning to activate customer insights in real time.

Many organisations use CDPs to manage an outpouring of streaming data from customers, channels, and lines of business in order to identify customer intent and better predict behaviour. However, CDPs lack the level of decisioning and orchestration required to truly optimise an end-to-end customer experience, so insights frequently go untapped as data stagnates and becomes useless.

To assist brands in more efficiently operationalizing that data, Pega has introduced connectors between the market’s top data providers and Pega Customer Decision Hub – the always-on ‘brain’ centralising AI-powered decisioning across inbound, outbound, owned, and paid channels. These connectors enable organisations to feed their most valuable data sources – such as streams of raw event data or curated behavioural signals – into Pega’s real-time AI, then optimise customer interactions using next-best-action decisioning without being connected to a single data vendor.

These out-of-the-box Pega Customer Data Connectors enable clients to activate well-curated data from many of the world’s most popular platforms, including:

• Adobe Experience Platform, by integrating Adobe profile and segment signals. The connector streams real-time segment membership data directly to Pega Customer Decision Hub, where it can be used to power machine learning models, define engagement policies, and power omnichannel next-best-action decisions.
• ZineOne, by integrating ZineOne’s in-session propensity-to-purchase scores with Pega’s next-best-action decisioning. These scores assist brands in better targeting consumers who are likely to buy, flagging on-the-fence customers for re-targeting, and triggering journey-specific actions – all without incurring additional acquisition costs.
• Celebrus, by combining the capabilities of real-time data capture, identity management, and signal curation. Celebrus enables brands to capture first-party data without tagging and transform it into high-value intent signals. The connector feeds those insights to Pega, which employs propensity modelling to identify and trigger relevant messages, resulting in significantly higher response rates.

Matt Nolan, Senior Director, Product Marketing, Pega, said in a statement that every day, businesses miss out on a goldmine of insight because their vendors lack the decisioning capabilities needed to operationalize intent, negatively impacting the customer experience. At the same time, expecting brands to replace customer data solutions in which they have already invested is unrealistic. That is why Pega is introducing Pega Customer Data Connectors: to assist clients in activating data to its full potential while retaining the freedom to use their preferred CDP. They can feed in whatever event streams or curated signals make sense for their business, and Pega’s AI will assist in putting them to work – and using the insights to build much deeper, more valuable customer relationships.