Case Study: Expo 2020 Dubai achieves 24.1 million visits and a 37% conversion lift with Tealium's Customer Data Hub

Digital and data combine, driving more than 24 million visits to Expo 2020 Dubai

Expo 2020 Dubai, a six-month global exposition expecting tens of millions of visitors, faced a major challenge when the pandemic delayed the event and a cookie-based DMP lost previously collected data. With limited time to rebuild momentum and meet ambitious attendance targets, the team needed a fast, privacy-safe way to capture and act on fresh first-party customer data to drive ticket sales and ensure purchasers actually attended.

Tealium’s Customer Data Hub was rapidly deployed to unify customer data, enable precise audience segmentation and retargeting, and deliver personalised offers (for example, event-specific promotions to existing ticket holders). The CDP improved data integrity and marketing efficiency, helping Expo 2020 Dubai increase conversion rates by 37% and achieve 24.1 million visits while upselling events and maximising attendance.

Expo 2020 Dubai

Jad Hindy

Senior Vice President Marketing