Customer segmentation and targeting

Purpose

1.1. Automate the segmentation of amusement park visitors based on demographics, visit patterns, interests, location, and purchase history to optimize marketing campaigns.
1.2. Enable targeted communication for promotions, events, loyalty programs, and personalized guest experiences, increasing engagement, attendance, and revenue.
1.3. Streamline the integration of visitor data from ticketing systems, CRM, WiFi logins, app usage, and social media for centralized, actionable marketing campaigns.

Trigger Conditions

2.1. New ticket sale or online booking completed.
2.2. User sign-up on the mobile app or loyalty program.
2.3. Geofence entry or exit detected via park WiFi or mobile app.
2.4. Merchandise, food, or photo purchase at park location.
2.5. Social media interaction or campaign engagement.
2.6. CRM update or new entry via guest services.

Platform Variants

3.1. Salesforce Marketing Cloud
• API: Segmentation Rules — Create dynamic segments from CRM/visit data (example: POST /v1/segments).
3.2. HubSpot
• Lists Tool: Automatically group contacts by behavior/attributes (Workflow: create smart lists based on age and visit recency).
3.3. ActiveCampaign
• Filtering: Use "Segment" API to build visitor clusters (POST /api/3/segments).
3.4. Adobe Experience Platform
• Audience Builder: Sync park data for rich, cross-channel audience creation (Use Identity stitching with loyalty/app events).
3.5. Braze
• Segments API: Trigger segment update on user action (POST /segments/track with selected attributes).
3.6. Twilio Segment
• Source/Space: Collect visit and purchase events, define audience traits (Traits builder for location, age, purchase history).
3.7. Iterable
• Segmentation Platform: Create lifecycle-based segments for campaigns (Dynamic list filters).
3.8. Klaviyo
• Segment Builder: Add visitors to segments via real-time purchase/app activity triggers.
3.9. Sendinblue
• "Segmentation": Filter contacts by demographic or behavioral properties (Segment audience using last visit).
3.10. Mailchimp
• Segments & Tags: Assign tags (e.g., "Season Pass Holder") via API (Batch tagging endpoint).
3.11. Zoho CRM
• Lead Scoring: Auto-group by engagement score, trigger campaign workflows.
3.12. Pipedrive
• Custom Fields API: Gather demographic/purchase data, filter using search endpoints.
3.13. SharpSpring
• Dynamic Lists: Use VisitorID data, trigger automations for sub-groups.
3.14. Oracle Eloqua
• Segment Editor: Define segment using multiple filters (ticket type, last visit).
3.15. Constant Contact
• List Join/Segment API: Assign users to segmented mail lists based on their profile.
3.16. MoEngage
• Smart Triggers: Segment and message based on real-time user behaviors (Custom event-based automation builder).
3.17. SAP Marketing Cloud
• Segmentation Models: Configure using data from connected ticketing/loyalty platforms.
3.18. Dynamics 365 Marketing
• Dynamic Segments: Rules based on engagement in park events or campaigns (Advanced Find for segment creation).
3.19. Pardot
• Segmentation Rules: Use prospect activities and demographics for campaign targeting.
3.20. Emarsys
• Segment Editor: Combine purchase, attendance, and email activity for targeting.
3.21. Blueshift
• Audience Builder: Real-time segment creation from Omnichannel park touchpoints (APIs for events, profiles).

Benefits

4.1. Rapid, data-driven marketing interventions for different visitor types.
4.2. Greater personalization increases loyalty, visit frequency, and spend.
4.3. Significantly more efficient campaign ROI and guest engagement.
4.4. Elimination of manual data consolidation, reducing human error.
4.5. Proactive targeting for upsell/cross-sell on-site and post-visit.