>£20m ongoing annual return: data-driven marketing transformation for a global attractions brand
>£20m
Ongoing annual return
↑ 3 KPIs
Conversion, basket & visit
Leaner model
Lower cost, more delivered
The challengeA global entertainment company needed immediate commercial returns from data investment to justify wider multi-year capital programmes.
Service lines
Data EngineeringMarketing ActivationReporting & Measurement
The outcomeMore than £20m in ongoing annual return delivered; a leaner operating model lowered cost while delivering significantly more.
Client Situation
- Our client was embarking on a multi-year transformation to embed data at the heart of the guest experience.
- While capital investment in improving at-attraction experience was a multi-year payback, it was critical that improvements to guest marketing and communications provided quick returns to underwrite the wider investment.
- The client needed support in leading and delivering transformation in how data was collected, processed and activated into guest experiences.
Our Contribution
- Established a core plan to create a single guest view bringing together transactions, in-attraction behaviour and engagement data into a single location.
- Drove the processing and shaped actionable data products alongside establishing connections into marketing platforms. Improved the collection of digital data and enabled the extraction of interest and intent data.
- Designed and delivered a phased build out of new data-centric marketing campaigns, using an increasingly sophisticated segmentation approach to work alongside and over time embed in BAU marketing activity.
- Transformed measurement capability into a guest-centric approach, for the first time providing a holistic view of guest value.
Results
- Stretching multi-million pound targets for year one benefit were exceeded comfortably through increased conversion, average basket value and visit rates.
- A new, leaner operating model was established, which alongside optimisation of the marketing platforms enabled a lower total cost to operate while delivering significantly more.
- Business confidence was firmly established in data and Loop Horizon continue to support as they move into more sophisticated uses of data to improve the guest communications and expand into new opportunities around the Guest loyalty programme and in-attraction experience.
"
Loop Horizon have been incredible, in a short time, leading the delivery of a massive transformation of data, technology and embedding a data-centric approach to all our marketing, enabling us to exceed a very stretching multi-million-pound Year 1 benefit target.SVP Global Trading