IBM announced that it supported Georgia Aquarium to deliver better visitor experience across all touch points.
Georgia Aquarium’s marketing team developed customer personas, then mapped the customer experience and designed tailored marketing campaigns, while constantly evaluating for potential improvements.
The aquarium uses IBM Silverpop Engage, a cloud-based digital marketing platform within IBM Commerce, to manage their campaigns. To date, Georgia Aquarium has increased revenue from email more than 30 percent.
Rosie Judd, director of Digital Media for Georgia Aquarium, said: “After putting in place several tailored, automated campaigns, we have seen a huge increase in engagement rates and continue to build on this momentum.”
Deepak Advani, general manager, IBM Commerce, said: “Marketers must meet customers when, where and how they want to be communicated with. Georgia Aquarium’s success, basing programs off of visitor insights, highlight the importance of this new way of marketing.”
Georgia Aquarium plans to establish an automated member renewal program and more customer behaviors from multiple channels including purchase insights, milestones, visit history and behavior, Web visits and mobile app experiences.