Illustrative image only. Not representative of the client's actual brand or product.
Family Fun Center

Targeted experiences and promotions: Harnessing Data Cloud to build a unified customer view across brands

A cross-cloud solution for more meaningful CX, increased spend, and cross-brand synergy.

Date
August 7, 2024
Topic
Data 360
Summary

Customer data at this multi-brand entertainment company sat in per-brand silos, blocking cross-brand promotion, rebooking insight and any view of website or mobile intent. We built a unified customer data model on Data Cloud, Marketing Cloud Engagement and Sales Cloud, with automated rebooking, birthday and event segments. Marketing now works from 360-degree guest profiles, lifting campaign engagement and event rebookings.

Focus Areas
Data 360, Marketing Cloud Engagement, Customer 360
Challenge

Breaking Down Data Silos

As a prominent player in the entertainment industry with multiple popular brands, our client recognized the untapped potential in their customer data. However, they encountered several obstacles that prevented them from fully capitalizing on this valuable resource:

  1. Limited Cross-Brand Visibility Sales teams lacked insights into customer interactions across different brands, missing opportunities for event rebookings and cross-selling.
  2. Inefficient Marketing Processes The marketing team struggled to access and utilize data from various systems, leading to time-consuming campaign creation and limited personalization.
  3. Lack of Cross-Brand Promotion The inability to execute effective cross-brand promotions meant missed opportunities for increasing customer engagement and spend across the company's portfolio.
  4. Incomplete Customer Journey Insights There was a significant gap in understanding customer intent and engagement across website and mobile platforms, limiting the company's ability to tailor experiences effectively.
  5. Underutilized Customer Data The company struggled to identify opportunities for increasing incremental spend and visits among existing customers due to data gaps and lack of integrated insights.

These challenges weren't just operational hurdles; they directly impacted the company's ability to provide seamless, personalized experiences across brands and maximize the value of their customer relationships. In an increasingly competitive market, these issues posed a significant risk to the company's growth and customer retention efforts.

Solution

A Unified Approach to Customer Engagement

To address these challenges and revitalize their marketing and sales efforts, our team developed a comprehensive strategy that focused on data integration, automation, and cross-brand visibility:

  1. Unified Customer Data Model Created a robust data model that enabled faster segment building and identification of highly engaged customers and brand loyalists.
  2. Automated Segmentation Developed and activated automated segments for Sales and Marketing to identify customers most likely to rebook activities, birthdays, or events.
  3. Advanced Data Visualization Implemented data graphs to build materialized views of customers, laying the groundwork for future enhancements in mobile app profiles, live content messaging, and AI-driven interactions.
  4. Integrated Technology Stack Leveraged a comprehensive suite of tools including Marketing Cloud Engagement, Sales Cloud, Data Cloud, and various data sources to create a cohesive ecosystem.
Results

Transforming Customer Relationships and Driving Growth

The implementation of this comprehensive strategy led to significant improvements across multiple areas of the company's operations:

  1. Unified Customer Profiles
    • Aggregated purchase, intent, and gameplay data provided a 360-degree view of each customer.
    • This holistic view enabled more targeted and personalized customer interactions.
  2. Enhanced Segmentation Capabilities
    • Richer segmentation based on point-of-sale transactions, gaming preferences, and customer activity led to more effective marketing campaigns.
    • Campaign engagement rates increased due to improved targeting.
  3. Improved Sales Team Performance
    • Sales team conversions for event rebookings saw a significant uptick in successful rebookings.
    • CRM contact data enrichment and data virtualization better equipped the event sales team, leading to more informed and effective customer interactions.
  4. Increased Customer Value
    • The company observed a notable increase in incremental visits and spend from both current and new customers.
    • Average customer spend increased due to more targeted and relevant offerings.
  5. Foundation for Future Innovation
    • The normalized data model laid the groundwork for future AI enhancements, including customer propensity models for dwell time and weather-based targeting.
    • This positions the company at the forefront of data-driven customer experience innovation in the entertainment industry.

This digital transformation in marketing and sales marked a significant turning point for the multi-brand entertainment company. By unifying their customer data and leveraging advanced analytics and automation, they were able to create more personalized, responsive relationships with their customers while simultaneously driving revenue growth across their brand portfolio.

The success of this initiative demonstrates the power of a unified, data-driven approach to customer engagement in a multi-brand entertainment environment. In an industry where personalization and seamless experiences are paramount, the ability to leverage insights across brands and touchpoints can be the difference between good performance and exceptional growth.

As the company moves forward, these new capabilities provide a solid foundation for sustained growth, deeper customer relationships, and long-term success across all their brands. This case study showcases how breaking down data silos and embracing a customer-centric, cross-brand approach can transform a company's operations, customer engagement, and bottom line in the dynamic world of entertainment and hospitality.

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