Carnival wanted to assess whether a stronger focus on Hispanics would drive higher revenue and profitable business growth.
What we did
We ingested Carnival’s past 3-year guest records into our unique data store, enriched their customer understanding with a broader behavioral and attitudinal segmentation and conducted a volumetric assessment of the Hispanic opportunity across specific DMAs.
What we found
We identified true Hispanic guests and their actual contribution to CC business in comparison to other guests. We also identified the actual number of Hispanics in the marketplace with high propensity to cruise with CC and helped them prioritize the DMA’s that could generate the highest lift in sales, based on their best prospects.