Case Study: a national amusement park brand boosts repeat park visits with Goodway Group propensity modeling

A national amusement park brand boosts repeat park visits with Goodway Group propensity modeling

A national amusement park brand wanted to expand its focus beyond season pass sales to increase repeat visits from its existing pass holders. Goodway Group was engaged to help address this challenge and recommended a strategy centered on leveraging first-party data.

Goodway Group's data scientists developed a custom propensity model to identify customer traits predictive of repeat visits. This solution enabled new audience discovery and optimization strategies, revealing that 17% of park members were highly likely to be repeat visitors and that dining pass holders were twice as likely to revisit. The model generated over one million predictions, allowing the vendor to enhance retargeting and look-alike modeling efforts for greater impact.