05 Sep Engagement Scoring with Salesforce Data Cloud
Engagement Scoring with Salesforce Data Cloud: A Success Story with Team RWB
At Offprem Technology, we’re always excited to share how innovative solutions can transform organizations and enhance their operations. Today, we’re highlighting a compelling case study on how Team Red, White & Blue (Team RWB), a prominent nonprofit dedicated to supporting veterans, leveraged Salesforce Data Cloud to enhance their engagement scoring models.
Who is Team RWB?
Team Red, White & Blue is a nonprofit organization founded in 2010, dedicated to forging America’s leading health and wellness community for veterans. Team RWB supports veterans in their health and wellness journey by providing events, training, and programming to build a healthier lifestyle. With over 200,000 members, Team RWB’s ability to effectively communicate and connect with their constituents is paramount.
The Challenge: Manual and Cumbersome Processes
Like many organizations, Team RWB interacts with its members through various channels including email, web, and their mobile application. To deliver tailored messaging and support, it’s essential to gauge the engagement levels of their members accurately. This involves scoring engagement levels by calculating raw scores and weighted deciles to determine how active each member is.
Previously, this process was labor-intensive. Data from multiple systems had to be manually exported, combined in spreadsheets, validated, and analyzed using complex formulas and lookups. This monthly task was not only time-consuming but also prone to errors and inconsistencies, requiring validation to trust the data.
Enter Salesforce Data Cloud
Salesforce Data Cloud emerged as the ideal solution to automate and streamline this complex process. Here’s how Data Cloud addressed Team RWB’s challenges:
1. Automated Data Ingestion and Harmonization: Data Cloud facilitates ingestion of diverse data sources, ensuring that data from various channels (e.g., mobile app activity, Salesforce Marketing Cloud Engagement, and CRM data) is harmonized and de-duplicated efficiently.
2. Complex Calculations with Calculated Insights: Data Cloud’s Calculated Insights feature allows for the execution of sophisticated algorithms and calculations, which were previously managed more manually. This includes generating engagement scores and segmenting members into deciles, from ‘Non-Active Members’ to ‘Highly-Engaged Members.’
3. Integration with Salesforce Tools: The resulting scores and segments can be seamlessly integrated into Salesforce CRM, where they are visible and actionable for business users. Team RWB is now experimenting with Tableau visualizations to provide historical and current trend analysis of engagement scores, enhancing reporting and strategic decision-making.
4. Enhanced Member Journeys: Salesforce Marketing Cloud Engagement utilizes the segments created in Data Cloud to tailor cross-channel journeys and communications, ensuring that members receive personalized and timely interactions based on their engagement level.
The Solution in Action
The Offprem Technology team collaborated closely with Team RWB to implement Salesforce Data Cloud, delivering a robust, automated scoring system. Here’s a snapshot of the solution:
- Daily Identity Resolution: Data Cloud performs daily identity resolution to eliminate duplicate records, enhancing the reliability of engagement scores.
- Custom Calculated Insights: Complex SQL queries were used to score member activities and categorize them into meaningful engagement groups.
- Seamless Integration: Scores and segments were integrated into Salesforce CRM and Marketing Cloud, providing actionable insights and enabling targeted communication strategies.
The Results
Team RWB now benefits from a trusted and automated engagement scoring system, freeing up valuable time for their team and improving accuracy. The integration with Salesforce CRM allows for detailed reporting and analysis, while Tableau visuals provide a comprehensive view of engagement trends and current scores. Additionally, personalized member journeys are powered by Data Cloud’s segments, enhancing the overall member experience.
Dan Brostek, Director of Technology at Team RWB, shares his enthusiasm: “Salesforce Data Cloud is a game-changer for our veteran engagement strategy. We’re moving beyond basic segmentation to a level of precision that allows for truly personalized interactions. Even more exciting is how it’s elevating our use of data – from static information to a dynamic decision-making tool. This real-time adaptability is allowing us to fine-tune our approach, ensuring our support for veterans’ health and wellness is always relevant and impactful.”
At Offprem Technology, we’re proud to have played a role in helping Team RWB optimize their engagement scoring and analytics. This success story underscores the transformative power of Salesforce Data Cloud in automating complex processes and driving actionable insights.
If you’re interested in learning more about how Salesforce Data Cloud can revolutionize your data management and engagement strategies? Reach out to contact@offprem.tech to schedule a call!