Case Study: Ooda achieves smarter audience discovery and personalized targeting with Softcrylic

Ooda - Customer Case Study

The customer, Ooda, a global hotel chain, faced a significant challenge in creating meaningful audience segments for its marketing campaigns using its Adobe Audience Manager (AAM) platform. They struggled to move beyond simple user signals to understand the deeper reasons behind a customer's preference for one of their hotel brands over another, which limited their ability to deliver personalized, effective advertising and on-site experiences.

The vendor, Softcrylic, built a data pipeline to export AAM data into a data science environment. After discovering significant limitations with third-party data, Softcrylic pivoted to a first-party data strategy, using a neural network to predict brand affinity for over 120 million user IDs. This model was fed back into AAM, enabling Ooda to activate these new "persona" audiences for highly tailored on-site personalization and testing via Adobe Target, providing a scalable solution to increase click-through rates and bookings.