One of the top entertainment brands aimed to expand its focus beyond driving season pass sales. After conducting multiple collaborative brainstorms, Popula Digital recommended focusing on increasing repeat summer visits for season pass holders as the highest leverage strategy to impact short-to-medium-term business objectives.

We developed a propensity model based on first-party, season pass holder data. Popula Digital data scientists had to work together with our client’s business intelligence group. We were able to identify customer traits that predicted a high likelihood of repeat visits. We then used these insights to drive audience-based media activation strategies.

Unconsidered optimization strategies were unlocked through our propensity model results. It also opened up potential new audiences our client could tap and target in future marketing campaigns. Additionally, through these learnings we could enhance existing tactics, including retargeting and look-alike modelling, that focused our efforts on targeting users most likely to revisit.