The key component of a Next-Best-Action strategy is a strategy, which is a graphical representation of the business logic that determines which actions to offer to each customer and in what order. A strategy can use various components, such as business rules, predictive models, filters, prioritizers, etc., to achieve this goal. References: https://academy.pega.com/module/one-one-customer-engagement/topic/next-best-action-designer

Evidence is the number of customers who exhibited statistically similar behavior to the current customer and responded to the modeled offer. It indicates how reliable the propensity score is based on the available data. References: https://academy.pega.com/module/predicting-customer-behavior-using-real-time-data-archived/topic/adaptive-models-overview

 The Monte Carlo method enables the company to generate data that simulates customer behavior and can be used as input for adaptive decisioning. The generated data is based on predefined probabilities and distributions that reflect realistic scenarios. References: https://academy.pega.com/module/demonstrating-adaptive-learning-archived/topic/creating-monte-carlo-data-set

To unblock the NBA specialist, as a data scientist, you should prioritize creating the predictive model that drives the prediction.

 When you place the new model in shadow mode in the production environment, the current model still drives the prediction, but the new model runs in parallel and collects performance data for comparison. References: https://academy.pega.com/module/predictive-analytics/topic/mlops

According to the Pega Academy1, a strategy is a unit of reasoning that defines how to select an action for a customer. A strategy can be defined in different issues and groups, which are categories that help organize actions. An issue represents a business goal (such as retention or sales), and a group represents a subcategory of an issue (such as cross-sell or up-sell).

In a strategy defined in the “Retention” issue and the “X-Sell” group, you can import actions from all groups under the “Retention” issue1. This allows you to use actions that are relevant to your business goal and compare them with other actions in the same issue.