Delivering a blockbuster customer experience with marketing analytics

The world of entertainment has been through a lot over the past few years. Just as the effects of the pandemic started to recede, inflation and fears of a recession have sent customer spend on a downward spiral and slashed entertainment budgets.

Faced with the need to do more with less, this media and entertainment giant had to reduce customer churn, get more value from its marketing spend, and increase the overall spend per guest.

This meant consolidating and analyzing huge amounts of data to help guests plan the perfect trip. But this data was inefficient and disparate, and without the proper analytics models, the company lacked valuable insights. The result: disappointing ROI, ineffective marketing campaigns, and low levels of audience retention.

It was time for an analytics transformation to create seamless online experiences and increase customer spend. We took on the challenge to transform the existing marketing analytics process and build a comprehensive roadmap to reduce customer churn using advanced marketing analytics across all lines of business.

The starting point was establishing data analytics centers of excellence across the company. Through these, we gained a deeper understanding of the customer journey – from acquisition to generating customer advocacy. We identified the nuances in each, allowing us to plot current processes and identify areas for improvement.

This intelligence formed the basis of a multiyear roadmap, charting an analytics evolution using advanced proprietary solutions, NLP-based algorithms, and data engineering accelerators hosted on Amazon Web Services.

We've continuously innovated and added to our skill sets to filter through vast amounts of data using data engineering, anomaly detection, data visualization for forecasting and planning, and website tracking for campaign effectiveness and booking analytics.

Plus, we've helped to optimize the website layout, app features, and feedback experience. Our technology stack and analytics solutions have enhanced the allocation of marketing dollars by providing a deeper understanding of media channels and their audiences, helping to improve marketing ROI.

With a partnership that started in 2015, collaboration has been and remains the key to the success of this project.

Genpact's process and analytics expertise, combined with our media and entertainment industry knowledge, has facilitated a comprehensive data-to-analytics-to-insights process, contributing to a 10% increase in revenue for this specific part of the business. We achieved this through:

• A nearly 5% increase in omnichannel traffic
• A 7% increase in marketing campaign conversion rate
• An 11% increase in booking penetration
• A 10% increase in orders

The company now uses advanced analytics that supports audience-wowing sales and marketing campaigns, contributing to increased revenue and profits.

And that's just the start. We continue to roll out new phases of the roadmap and measure and improve existing capabilities to enhance customer experience and drive revenue growth.