Guest segmentation informs growth and product strategy
Unlocking better decision making across the enterprise.
A leading cruise line wanted to better understand guest behaviors to support upsell and retention through more personalized customer communications while also identifying new prospecting opportunities and redeveloping its loyalty program based on deeper insights. In addition, it needed to drive better performance and ROI from its Adobe platform investment.
the solve
How we helped
In a matter of weeks, Acxiom performed a cluster analysis using 500+ first- and third-party attributes to answer questions like:
- How to define “best guest?
- How spending differs by segment?
- What drives conversions?
- How to communicate more effectively?
- What behaviors do we want to drive?
This enabled the team to define new objectives and potential actions for each segment and insert insights into workflows for lapsed guest reactivation, customer retention, lead scoring, prospecting models, and guest experience. A communications test plan and a series of predictive models were also developed to support guest journeys.
new data-drivenguest segments
next-best-cruise
targeting response
incremental direct mail response vs. control
These actions enabled better decision making across the entire organization while reducing marketing waste due to more efficient targeting and expanding its prospect base.
Ready to put data to work?
Let’s start the conversation about what your data can do next.
more client stories
See how we've helped others
Explore more ways Acxiom helps brands connect data, technology, and strategy to solve complex business challenges.
