Case Study: SHRM boosts member engagement with Merkle and Salesforce Interaction Studio

SHRM boosts member engagement 178.5% with Merkle

SHRM, the Society for Human Resource Management, needed to shift from product-centric to audience-centric marketing to improve member retention and engagement. They partnered with the vendor Merkle to implement a decisioning tool, Salesforce Interaction Studio, to personalize member interactions.

Merkle designed and implemented multichannel personalization use cases using Interaction Studio, including smart lead generation modals and personalized content recommendation widgets powered by machine learning. This solution led to significant increases in engagement, including a 178.5% lift in clickthroughs for content recommendations and a 98.4% lift for HR news recommendations, allowing SHRM to deliver the right message at the right time.

SHRM