Kentucky Kingdom for CRM analysis informing December 2015 campaign and 2016 solution pitch

Gannett - USA Today Network

Indianapolis, United States

Category Data Analytics

Media associated with this campaign

Overview of this campaign

Act as a marketing partner to premiere local theme park ahead of strategic rebranding. Use market research and consumer insights tools to analyze client’s CRM database and provide recommendations towards a more focused multi-market customer and prospect marketing strategy.

Results for this campaign

Utilizing consumer segmentation, we confirmed several theories related to consumer reach within both the local and regional markets while also identifying key consumer segments that hold opportunity for growth.
Developed a targeted solution for digital campaigns based on the consumer segmentation research which was tested in December 2015.
December 2015 results include:
Website Traffic
* Drove 145% more daily traffic during campaign
* Post campaign daily traffic is 68% higher than before the campaign, which shows a significant residual effect from campaign
Season Pass Sales
* Drove 119 incremental season pass sales per day during the campaign
Facebook Advertising
* Drove a 1.69% CTR which is well above the industry benchmark of 0.71% High Impact Ads
* Drove a CTR of 0.84% which is well above our site benchmark of 0.25%


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