How our approach compounds

Data-driven marketing transformation for a global attractions operator

Capability built and activated in parallel, half-year by half-year, compounding to >£20m of ongoing annual return.

Baseline (anonymised) +£2m +£7m +£13m +£21m projected Y1 H1 Y1 H2 Y2 H1 Y2 H2 ACTIVATION → DELIVERED VALUE CAPABILITY → CUSTOMER DATA POTENTIAL
  1. Y1 H1

    Build

    • Initial SCV with transaction data & connect to CRM
    • MVP propensity models (LTV, visit frequency)
    • Enriched profiles (drive-time, affluence)
    • Digital identifier maximisation

    Activate+£2m

    • Drive-time audience expansion
    • Segment-driven subject lines
    • Customer data into paid media
    • New channel: SMS triggered campaigns
  2. Y1 H2

    Build

    • GA4 digital data ingest
    • Customer Wi-Fi registration ingest
    • Hotel and annual-pass data ingest
    • Dynamic email templates

    Activate+£5m

    • Segmented email across lead campaigns
    • Web intent-triggered email
    • Triggered upsell email
    • Group control, test & learn
  3. Y2 H1

    Build

    • Deterministic identity graph
    • Customer and annual-pass dashboards
    • Enhanced segmentation models
    • Push notification capability

    Activate+£6m

    • App promotion and push notifications
    • Personalised triggered comms
    • Annual-pass utilisation comms
    • Segmented welcome journeys
  4. Y2 H2Projected

    Build

    • Full migration off legacy data model
    • Enhanced propensity modelling
    • Composable audience management
    • AI content differentiation

    Activate+£8m

    • Personalised annual-pass retention
    • Cross-channel journey optimisation
    • Loyalty engagement programme
    • Upsell and bundle offers
Build adds capability; Activate converts it into delivered value. Figures are incremental annual revenue above an anonymised baseline; Y2 H2 projected. At 80–90% marginal gross margin, owned-channel revenue converts close to 1:1 to EBITDA.