Challenge
The Shedd Aquarium adopted a new mission, vision and pricing structure. They sought to leverage a people-based approach to digital marketing to increase website visitation, paid attendance and off-peak demand with local consumers within their existing marketing budget. They were seeking a partner well-versed in leveraging data to drive and measure acquisition. Focusing on multichannel addressable media was crucial, and their new partner needed to collaborate with other agency partners and internal teams to execute.
Solution
Aisle Rocket used a people-based approach for digital media execution to drive significant growth in 2018 visitors and ticket revenue. Approach Shedd Aquarium leveraged Aisle Rocket’s Marketing Intelligence Platform to process relevant first-party data and power all digital marketing efforts. Using data as the foundation, we worked hand-in-hand to improve online visit planning and ticket purchases, as well as increase awareness and purchase consideration in strategic, people-based audiences ranging from local residents to international travelers visiting Chicago. Solution Aisle Rocket ingested three years of revenue and attendance data to construct a best visitor profile. The analysis was used to reveal the sequence of visitation by category and region. This information allowed Aisle Rocket to predict when and where audiences would most likely purchase and execute hyper-personalized creative across digital channels to enhance the visitor journey. Measurement across all digital channels occurs at the transactional level. A robust test and learn strategy continuously provides insights and allows for enhancements.
Results
11% Increase in Tourism Visits Exceeded Annual Attendance Goal Analytics Dashboards Deployed
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