Case Study: Cruise Line Company boosts CRM revenue with UniFida customer journey attribution

Optimising CRM Activity to Chart a Clearer Path to Conversion

Cruise Line Company, an international cruise brand with a growing loyal customer base, needed a better way to measure the impact of its CRM communications across different customer segments and sales outcomes. As its direct mail, email, loyalty messaging, and travel agent relationships became more complex, it struggled to see which marketing activities were actually driving bookings and onboard spend. UniFida was brought in to help with customer journey attribution and mapping.

UniFida implemented a bespoke customer journey attribution solution that linked CRM touchpoints before booking and onboard spend, allowing the cruise line to track combinations of direct mail and email engagement at an individual level. The company gained visibility into which sequences converted best, including the role of “Surprise and Delight” loyalty emails and email as a sales closer, while also understanding the value of direct mail and travel agent-related CRM impact. This led to a 287% increase in revenue from the Wave Direct Mail campaign and an 81% increase in spend.