Greater campaign efficiency.
Through Adobe Audience Manager, Princess Cruises marketing and media teams use audience profiles to efficiently target prospects and climate waste. Pushing information about cruise packages to customers who have just booked a cruise is usually a waste of time and money. With frequency management through Audience Manager, marketers can identify recently booked customers and suppress campaigns towards those customers. Audience suppression allowed Princess Cruises to save 65% on cost per landing page across properties.
Adobe Professional Services helped Princess Cruises solve one of the biggest headaches for its marketers: low authentication rates on its website. Without authentication, personalisation and targeting can be much more difficult. However, email campaigns tend to have a high level of interaction. By working with Adobe Professional Services, Princess Cruises teams deployed an email pixel to connect email traffic data with website data. As a result, Princess Cruises increased its identifiable audiences three-fold and gained deeper customer insights.
“The greatest benefit of Adobe Experience Cloud is the fact that everything is linked together with a universal Adobe ID across all channels,” says Wise. “There’s no need to stitch together different tools and have people struggling to talk to each other. It’s one seamless system”
With Adobe Audience Manager and Adobe Analytics gathering, analysing and segmenting customer data, Princess Cruises marketing teams are ready to move into full-fledge personalisation. Adobe Target will use the audience data and performance results to connect audiences with the most engaging information and offers across channels.
“Marketing has become complex, with touch points across digital, social and traditional media,” says Ho. “We’re excited about how Adobe Experience Cloud can help us to identify valuable customers, perhaps even customers who we didn’t think would be prospective cruisers. By showing high-value customers experiences that will speak to them, we’re hoping to grow our cruising audience while increasing return on ad spend and marketing investment.”