Case Study: a major theme parks company builds a 360-degree guest view with Merkle

a major theme parks company transforms its customer data ecosystem with Merkle in 3 months

The major theme parks company faced the challenge of integrating fragmented guest data from disparate marketing systems to create a complete 360-degree customer view. Previous attempts failed due to a lack of a scalable platform, and data quality was poor with only partial guest information. They partnered with Merkle to build a new solution on Amazon Web Services (AWS).

Merkle implemented a cloud-native marketing data platform on AWS, utilizing services like Redshift and S3. They integrated data from 15 different feeds, used proprietary Merkury tools to cleanse PII and generate global identifiers, and enriched profiles with demographic data. The solution enabled the analysis of 20 million identified guests annually and allowed for highly granular audience segmentation, with a minimum viable product deployed in just three months.