CHOICE, a non-profit organization funded by its members, faces the challenge of delivering a seamless user experience due to the division between its product reviews platform and advocacy campaigns system. This division hinders CHOICE's ability to provide a unified audience experience, impacting brand reputation and membership acquisition. By integrating these platforms, CHOICE can leverage data integration and analysis to understand audience preferences and behavior, improving the user experience and driving organizational success.
Bridging the Gap: Unifying CHOICE's Product Reviews and Advocacy Campaigns for a Seamless Audience Experience
The Challenge
CHOICE, an independent, member-funded, and not-for-profit organization, faces the challenge of providing a seamless experience for its audiences due to the separation of its product reviews platform and advocacy campaigns system. To address this, CHOICE has partnered with Merkle Australia and Salesforce to create a unified view of its members. By integrating platforms and leveraging advanced data analytics, CHOICE aims to better understand its members' needs and deliver personalized experiences that align with their evolving interests. This collaboration reflects CHOICE's commitment to empowering consumers while ensuring privacy and data security, as they strive to utilize technology responsibly and effectively to deliver increased value to their members.
The Solution
CHOICE's journey began with the integration of its member data into a unified and accessible format using a customer data platform (CDP). However, this was just the first step in their quest for personalization. To achieve this, CHOICE conducted a trial where content recommendations on their home page were personalized for each member using machine learning powered by Salesforce Einstein. Over a period of 6 weeks, engagement and click-through rates were AB tested against editorial selections, ensuring the effectiveness of this approach. This iterative process allowed CHOICE to continuously refine their content strategy and deliver a more tailored experience to their members.
The Results
During the initial stages of the trial, the AI-powered automated content selections surpassed the engagement rates of editorially selected content, demonstrating the effectiveness of the personalized approach. However, the dynamics shifted a few weeks into the test, coinciding with significant media coverage on health insurance. Interestingly, the results fluctuated throughout the trial period. Nevertheless, when considering the full 6-week trial, the automated recommendations consistently outperformed editorially selected content by an impressive 36% in terms of click-through and engagement rates. This highlights the potential of AI-driven personalization in delivering tailored content experiences to CHOICE members.
Innovating to Impact
During the campaign, Merkle and CHOICE successfully addressed their primary objectives of gaining a deeper understanding of CHOICE members' needs and enhancing the value of their membership. By leveraging AI technology to automate the recommendation of editorial content, members were able to engage more with CHOICE, while their data remained securely protected. This strategic approach not only fostered increased member interaction but also ensured the responsible and safe utilization of their data.
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