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Case Study: Georgia Aquarium boosts engagement and gains visitor insights with IBM Marketing Cloud
A IBM Case Study
Georgia Aquarium - Customer Case Study
Georgia Aquarium partnered with IBM and deployed IBM Marketing Cloud to improve guest communications and audience insights. Facing the need to deliver timely pre-visit information, increase upsell opportunities, gather post-visit feedback, and better segment visitors, the Aquarium wanted a more automated, data-driven approach to drive engagement.
IBM implemented automated pre-visit emails with directions, parking info and an upsell for Behind the Scenes tours, post-visit follow-ups using the IBM Marketing Cloud Survey tool to collect visitor feedback, and expanded the welcome series from one to four messages to capture behavioral data and identify “mega fans.” The solution increased touch points and engagement, produced actionable visitor feedback to refine messaging and experiences, and enabled the Georgia Aquarium to build more targeted website landing pages and improve upsell conversion.
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Georgia Aquarium
Rosie Judd
Georgia Aquarium