Multi-Objective Personalization in Multi-Stakeholder Organizational Bulk E-mail: A Field Experiment
| Autor: | Kong, Ruoyan, Zhang, Chuankai, Sun, Ruixuan, Chhabra, Vishnu, Nadimpalli, Tanushsrisai, Konstan, Joseph A. |
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| Rok vydání: | 2023 |
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| Druh dokumentu: | Working Paper |
| DOI: | 10.1145/3555641 |
| Popis: | Bulk email is often used in organizations to communicate ``important-to-organization'' messages such as policy changes, organizational plans, and administrative updates. However, normal employees may prefer messages more relevant to their jobs or interests. Organizations face the challenge of balancing prioritizing the messages they prefer employees to know (tactical goals) while maintaining employees' positive experiences with these bulk emails, then they continue to read these emails in the future (strategic goals). Could personalization help organizations achieve these tactical and strategic goals? In an 8-week field experiment with a university newsletter, we implemented a 4x5x5 factorial design on personalizing subject lines, top news, and message order based on both the employees' and the organization's preferences. We measured these designs' influences on the open/interest/recognition/read-in-detail rate of the whole newsletter and the single messages within it. We found that ``important-to-organization'' messages only got higher recognition rates when being put on subject lines / top news (tactical goal). Mixing them with employee-preferred messages in top news did not bring further improvement to their own recognition rates but could improve the whole newsletter's recognition rate. Only when the top news solely contained the employee-preferred messages were the employees slightly more interested in the newsletter (strategic goal). We further analyze on which topics the employees and the organization's preferences conflicted. Finally, we discuss the design suggestions on personalization and recommendation for organizational bulk email. Comment: This is a pre-print version of a paper accepted to CSCW 2022, The 25th ACM Conference On Computer-Supported Cooperative Work And Social Computing; Ruoyan Kong et al. 2022. Multi-Objective Personalization in Multi-Stakeholder Organizational Bulk E-mail: A Field Experiment. Proc. ACM Hum.-Comput. Interact. 6, CSCW2, Article 528 (November 2022) |
| Databáze: | arXiv |
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