Round 1 – Scored 120 Million US Households, assigning Macro, Micro and Nano Behavioral Segments – Value Based

Result: Shifted Guest Mix from 60% High Value to 65% High Value over a 2-year period and by some estimates contributed 25% of the observed revenue yield improvements reported to Wall Street.

Process: Identify highest yielding customer groups (spend more, or book through cheaper distribution channels, or travel with 3/4th guest in stateroom). Slice these high yielding groups into Micro segments (based on destination) and then further into Nano Segments (based on spend habits). These customer groups were then marketed more frequently, in a more segmented way, either via versions or targeted specifically for relevant promotions.

Partners: Epsilon, Merkle,

Round 2 – Scored 120 Million US Households with Psychographic Segments – Attitudinal Based

Results: Identified the 20% of customers who generated 80% of the profit and built look-a-like models to score a new prospect pool, identifying where they lived and classifying their travel motivations. In addition, we identified their cruise experience and isolated groupings based on which level of luxury that had a proclivity to.

Process: The challenge was to find a new niche of prospects with alignment to the brand’s profit and purpose goals. The qualitative research was translated into specific (inferred) attitudinal flags from Epsilon’s various data sources. We mapped cruise experience, and merchant groupings, creating a ready-made prospect pool of customers who would buy-up or buy-down to our brand, via targeted communication.

Partners: Epsilon