Case Study: Global Cruise Company achieves shorter purchase cycles and higher guest reactivation with Merkle

Lifecycle and Value-Based Segmentation

Global Cruise Company, a large cruise operator, faced a one-size-fits-all marketing approach that sent similar messages and frequencies to all guests despite wide variation in purchase lifecycles and lifetime value. They engaged MERKLE to apply lifecycle and value-based marketing using predictive models (Booking and Sailing models) plus business rules to better match messaging to customer stage and value.

MERKLE segmented guests into five value/lifecycle tiers (top 5% worth >7x average, next 10% about 2–3x, core ~25%, lower tiers ~25–35%), scored 2–3 year predicted value, and implemented tailored contact strategies and creative to move customers through the funnel. The MERKLE solution shortened purchase cycles by an average of 12%, cut customers entering the “Past Booking” stage by 22% year‑over‑year (up to 24% for some segments), and reactivated 5% of lapsed guests while enabling more efficient allocation of marketing spend.