Case Study: Nation’s Top Amusement Park Increases Repeat Visits with Goodway Group’s Custom Propensity Modeling

Applying user propensity modeling helped to unlock new audience discovery and optimization strategies for a national amusement park brand

Nation’s Top Amusement Park partnered with Goodway Group to look beyond season pass sales and find a better way to drive repeat summer visits from existing pass holders. Goodway recommended focusing on repeat visitation as the highest-leverage short- to medium-term objective and used first-party season pass holder data to build a custom propensity model.

Goodway Group’s data scientists worked with the client’s business intelligence team to analyze first-party data and identify traits linked to repeat park visits, enabling more targeted audience activation. The model generated more than 1 million predictions, found that 17% of park members were highly likely to be repeat visitors, and showed dining pass holders were 2x more likely to return, improving retargeting, look-alike modeling, and future audience discovery.