Segmentation and effective analytics increases room profitability
Increased customer spend and ROI
Campaign Objective
Client used to market prospects through multiple channels, including direct mail and email. Over time, results have diminished as costs remained steady.
The resort sought to increase the profitability of each acquired customer without increasing marketing spend.
Approach
Acxiom provided strategic analytical consulting to segment the audience in a more advanced way by merging previous campaign response data with Acxiom’s InfoBase to create predictive models.
Acxiom also offered “deep-dive” strategic consulting about customer acquisition best practises.
Results
Response rates started strong and are increasing with each campaign whilst the initial direct mail campaign outperformed the control group by four times.
Granular segmentation has increased customer spend and therefore the return on direct marketing investment.
in comparison to holdout group*
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in response rates with initial campaign
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customer spend and ROI
