Tech Trend

Market to me. Not my device.

It’s your first cruise vacation and you’re ready to board. You check one last time to be sure the smart wristband the cruise line sent you last week is securely fastened. Then you join the rest of the crowd on the dock. As you calculate which boarding line is shortest, a crew member glances at your wristband and directs you to a special entrance. No waiting. Once at your room, a sensor verifies the ID in your device and the door opens automatically, saving you from having to juggle bags to find a key.

Later, as you walk down the hall, you notice several giant touchscreen portals on the wall. You log in to one. Because the cruise line knows your interests, the portal recommends tonight’s Rio Carnival on the upper deck and a group tour of the Royal Botanical Gardens when you reach the Port of Spain in a few days. Next stop: the pool bar, where the waiter starts to mix up your favorite drink before you even arrive.

Princess Cruises, a California-based cruise line, understands that providing customers with unforgettable, personalized experiences like these means getting to know the people behind the devices they use. With the help of their data management platform (DMP), the company combines email, web, social media, and customer relationship management data to piece together a picture of how their most valuable customers interact with their brand. This could include anything from how much time a visitor spent browsing cruise packages on their website to the kinds of questions they asked the customer support team.

Combining this information, the DMP creates audience segments — those people most likely to be interested in a particular message. The cruise line can then push audience segments out to the appropriate marketing channels so they can deliver a personalized message and reach them at the exact moment their customers want or need it.

Source: Market to me. Not my device.

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