佐治亚水族馆：利用 IBM Marketing Cloud 发送个性化电子邮件
公司规模
1,000+
地区
- America
国家
- United States
产品
- IBM Marketing Cloud
技术栈
- Email Marketing
- Lead Management
- Mobile Engagement
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 实时分析
- 应用基础设施与中间件 - API 集成与管理
适用行业
- 教育
适用功能
- 销售与市场营销
服务
- 云规划/设计/实施服务
- 数据科学服务
关于客户
佐治亚州亚特兰大的佐治亚水族馆拥有超过 1000 万加仑的水，拥有最大的水生动物收藏。佐治亚水族馆的使命是成为一个娱乐、教育和科学机构，提供最高标准的展览和项目；提供引人入胜和令人兴奋的游客体验，促进全球水生生物多样性的保护。佐治亚水族馆是动物园和水族馆协会和海洋哺乳动物公园和水族馆联盟的认证成员。
挑战
佐治亚水族馆是世界上最大的水族馆，它希望通过电子邮件渠道加强与游客、赞助商和捐赠者的关系。然而，沟通存在差距，数据被困在孤岛中。仅有一人的数字营销团队的任务不仅是留住忠实粉丝、提供持续的价值和增加收入，还要证明引入额外资源的好处。团队需要确定水族馆的关键人物，并将其与水族馆的主要目标相匹配。他们还需要重新设计新闻稿模板，使其适合移动设备，并研究读者的行为，以创建更有针对性的对话。
解决方案
IBM 帮助佐治亚水族馆的营销团队开始使用自动化程序、偏好中心和报告来帮助启动和执行三个不同的培育活动。这些活动针对水族馆的关键人物 - 门票购买者和活动参与者（非会员）、会员/通行证持有者、海洋协会和捐赠者。这些活动的重点是获取/欢迎、忠诚度、续订和重新激活。该团队首先重新设计了新闻稿模板以使其适合移动设备，并研究读者的行为以创建更有针对性的对话。随着势头的增强，水族馆开始使用自动化程序、偏好中心和报告来帮助启动和执行三个不同的活动。
运营影响
数量效益
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