The Solution
Experian and MMGY built a seamless marketing measurement strategy that connected digital campaigns with actual reservations. They deployed pixel tags across Windstar’s digital media placements to capture event-level data like clicks, site visits, and exposures which were then matched back to future bookings. Using Experian’s identity graph, Experian linked Windstar’s reservation data with Experian’s extensive consumer database, providing a clear view of how digital interactions led to real-world sales.
Additionally, MMGY utilized its Terminal audience modeling platform, integrating:
- MMGY’s Travel Intelligence performance and intent data
- Experian’s consumer intent data
- Windstar’s first-party data This allowed them to create custom audience segments, identifying travelers most likely to engage with Windstar’s unique offerings.
The Results
With this identity-driven strategy, Windstar:
- Allocated budget to the highest-performing channels.
- Refined messaging based on audience behaviors.
- Adjusted campaign tactics in real time to improve engagement.
By combining data connectivity, advanced audience segmentation, and precise attribution, Windstar Cruises saw significant business impact:
- 6,500+ bookings attributed to digital efforts, totaling over $20 million in revenue.
- 13:1 ROAS on $1.48M in ad spend $236 cost per booking, enabling greater efficiency in acquisition strategies.
- 28:1 ROAS for Terminal Audiences, proving the power of advanced segmentation.
