Data & Insights: 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 several industries across the globe to hit the brakes – the travel and tourism sector especially – iconic resorts group Atlantis Dubai took this downtime as an opportunity to assess and improve the management of their 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 a CDP can do. To leverage Atlantis' rich first party data captured through the 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’s audiences 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 their industry, but also saw Atlantis 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: 

“This is a superb Data & Insight submission. A difficult problem of fragmented data tied to a perfect technical solution of a Customer Data Platform and machine learning to mine huge data sets. Leading to actionable insights supported by an inbound marketing campaign that drove excellent business results.”

“This is a clean and neat example of a CDP use case; good to see an example from a luxury industry where optimization is not the first strategy to run.”

“Data leading the strategy is always a great strategy. Insights helped to improve outcomes and loyalty as expected. Great application.”

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