Expanding AI capabilities within a highly regulated industry
EVERSANA operates in a highly competitive and highly regulated industry, helping life science companies reach audiences from scientists to healthcare providers (HCPs) to patients.
After successfully launching its omnichannel platform, EVERSANA looked to expand and accelerate its capabilities, introducing its AI Agency Platform with humans in the loop. The goal was to leverage AI to drive smarter engagement, optimize marketing operations, and deliver more personalized experiences.
Marketing as a key piece of its AI Agency platform vision, and EVERSANA needed one platform that could unify data and measurement within Google Cloud and effectively activate that data across omnichannel marketing campaigns. The solution also needed to maintain consistency across existing workflows and conform to numerous regulations.
Finding an efficient and effective way to scale
EVERSANA was committed to building and integrating an AI-powered omnichannel marketing service for its clients and wanted to do so with a solution that worked with their existing data in BigQuery. But the tools they had planned to use were both expensive and tedious to execute. Massive rules-based customer journeys were difficult to maintain and scale across its client base.
Using AI to guide customer journeys and campaign decisions was also a priority, but most models relied on correlation — predicting the best potential outcome based on historical data. But with regulations limiting the number of touches and the time period for HCP campaigns, EVERSANA needed a solution that could test and confirm what marketing action would actually change behavior to optimize each message. The solution was to use AI powered by causal data.
And those strict industry regulations also meant EVERSANA needed a modular solution that could sit on top of their existing BigQuery data warehouse, with zero data copy out to third-party platforms.
Seamless integration and AI readiness
GrowthLoop’s AI Studio and Universal Journey orchestration tool directly supported EVERSANA’s mission to build AI-powered marketing workflows for their clients.
The ease of platform setup allowed EVERSANA to go from onboarding to go-live in just six weeks, launching audiences and deploying to 15+ destinations. Shortly after, the EVERSANA team leveraged GrowthLoop’s campaign experimentation tools and omnichannel journeys to launch customer journeys with Composable AI Decisioning.
With GrowthLoop’s AI decisioning baked into its omnichannel journeys, EVERSANA can build up causal data showing which marketing actions change HCP’s behavior. This knowledge is stored within the proprietary Causal Context Graph in BigQuery, capturing healthcare professional context and learnings from prior interactions to provide reliable, verifiable feedback for AI decisioning. This becomes a unique asset that continues to build and EVERSANA can leverage for future campaigns.
Our clients need more than just another performance report or audience segment. They need to understand which marketing decisions matter most to their bottom line and that are most likely to yield the highest returns in the future. GrowthLoop’s expanded AI decisioning capabilities are a huge step for the industry.
Chief Innovation Officer, EVERSANA.
Experimentation and decisioning challenge the status quo
This method of experimentation can uncover findings that challenge former results. For example, a prior correlational models suggested audiences would respond better to afternoon sends, GrowthLoop’s experimentation and AI decisioning uncovered that morning sends delivered a 13% higher engagement score than afternoon sends.
Moreover, the AI decisioning showed that digital display advertising — such as banner ads on websites or apps — delivered a 52% higher composite engagement score per user than email for audiences sourced through peer-to-peer (P2P) programs.
Expanding AI decisioning across journeys
Given these promising results, EVERSANA plans to retrofit existing rules-based journeys to become learning and decisioning journeys. These efforts will continue to build on their Causal Context Graph, a proprietary, differentiated knowledgebase unique to EVERSANA that provides reliable, verifiable feedback for future marketing campaigns.
Explore how AI decisioning can help you compound growth. Book a call with our team today.
