Adtech innovation: Hearts & Science

A luxury growth acceleration strategy, fuelled by first-party data, helped Atlantis Dubai boost loyalty sign up rates and better predict future customer behaviour.

With the global pandemic forcing the brakes on several industries across the globe, and the travel and tourism sector being especially impacted, iconic resorts group Atlantis Dubai took this downtime as an opportunity to assess and improve the management of its data and marketing technology. 

All identified roads led to a single solution – activate a customer data platform (CDP) to drive better data and martech management, and simultaneously enhance marketing effectiveness. With all eyes on a loyalty programme drive, a perfect opportunity arose to showcase what the CDP can do. 

To leverage Atlantis' rich first party data captured through CDP, the Hearts & Science team deployed Machine Learning capabilities to segment the audience based on their predicted behaviour and tap into a growth segment. 

As a result, loyalty sign-up rates were three times better for the CDP audience's versus others, and some CDP segments saw 100% conversion rates. This activation was not only one of the first integrated activations of a CDP in the region for Atlantis’ industry, but also saw it enter unchartered territory by using customer data to model future behaviour, and act on it with precision and efficiency to drive bottom-line business value.

Judges' comments

“Clear use case for CDP, with identified market need and improved performance.” 

“Great use of CDP and martech implementation to drive business outcomes.”

“Good use case of actually deploying audiences in the CDP for a campaign, looking at value and propensity to convert.”  

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