Luxury growth acceleration fuelled by 1st party data

Hearts & Science

Client: Atlantis Dubai

With the global pandemic forcing the brakes on several industries across the globe, Travel and Tourism being especially impacted, Atlantis Dubai took this downtime as an opportunity to assess and improve the management of their data & marketing technology. All identified roads led to a single solution – activate a CDP to drive better data & 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, we 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 3x better for the CDP audience’s vs 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.