Case Study: AARP predicts the most effective marketing strategies to accelerate member growth with Caserta's unified data lake and analytics platform

AARP leverages a 360° view of their membership to implement a targeted marketing strategy

AARP, a leading membership organization with more than 38 million members across all 50 U.S. states, faced mounting competition for attention and wallet share as audiences became more tech‑savvy and multi‑device. With traditional channels declining and a target to grow to 50 million members by 2020, AARP needed to become more digitally focused and integrate internal and third‑party data to understand the full prospective member journey. To accomplish this, AARP engaged Caserta to help build the analytics infrastructure and drive a data‑driven marketing transformation.

Caserta architected and delivered a unified, cloud‑based data lake and analytics platform on AWS that ingests and stitches data from direct mail, email, web, social and transactional systems into cohesive member journeys, including a customized identity‑resolution capability to merge cookie‑based web activity with contact records. The platform gives AARP a 360° view of member behavior, enabling more personalized messaging, better prospect targeting, improved marketing efficiency, and stronger member retention — helping AARP move toward its 50 million member goal.

AARP

Bill Gale

Vice President, Information Strategy and Infrastructure