Situation
A global leader in cruise experiences faced challenges in retaining and acquiring casino guests. Unlike land-based casinos, the unique cruise casino experience demanded a fresh approach, especially in a competitive post-pandemic landscape. Traditional campaigns struggled to identify high-potential guests, resulting in low conversion rates and inefficient resource use. They turned to Mu Sigma for a data-driven targeting strategy to regain momentum and drive growth.
Challenge
The marketing team struggled to identify high-potential casino guests from their extensive database. Existing segmentation approaches lacked precision, resulting in wasted outbound efforts and low engagement rates. The team needed an analytical solution to prioritize their outreach and better understand guest behavior for more effective campaigns.
Approach
Mu Sigma employed its analytical expertise to create a random forest-based propensity model. The model analyzed sailing patterns and casino spending behavior to identify key features influencing rebooking likelihood. Guests were ranked and segmented based on this analysis, providing the casino marketing team with a prioritized list for targeted outreach. The new streamlined process was further supported by feedback mechanisms to refine future campaigns.
Impact
- Improved conversion rates for outbound calls by 3X.
- Enhanced targeting efficiency, saving time and resources.
Business Impact
-
3X
increase in outbound call conversions
-
Saved Time and
Resources
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The firm's name is derived from the statistical terms "Mu" and "Sigma," which symbolize a
probability distribution's mean and standard deviation, respectively.
