Princess Cruises sails high seas with Alterian

Princess Cruises is using the Alterian Marketing Services Platform to increase in magnitude and sophistication its marketing campaigns.

Through Alterian's advanced analytical capabilities and campaign management tools, Princess Cruises plans to continue streamlining its marketing efforts and increasing the precision with which it executes campaigns.

One of the best known names in cruising, Princess Cruises carries more than a million passengers each year on its 16 ships to more worldwide destinations than any other major line, calling at hundreds of fascinating ports on all seven continents.

Princess Cruises prides itself on offering passengers a complete escape, and providing personalised vacation experiences catering to an array of interests.

With an emphasis on creating a personalised experience, appropriately targeting direct mail and email campaigns takes on a special significance for Princess.

In 2007, Princess Cruises began using Alterian's advanced analytics to support its marketing efforts, adding to its already successful use of Alterian's email and online marketing products.

Because of its large amount of customer and prospect data, the company's challenge was to find a marketing analytics tool that could query the database and return accurate results in a timely manner without slowing down the system.

Princess Cruises enthusiastically selected Alterian for the control it allowed users, its single-platform model that allows for expansion and seamless integration with campaign execution capability, its competitive total cost of ownership and, above all, its fast response time.

"We tested multiple solutions on the same set of data," said Stanley McClurkin-Birge, Director of Direct Marketing for Princess Cruises.

"With other tools, we saw a response time of close to 10 minutes; when we ran the same queries using Alterian, we saw results in about a second.

"Our users are now able to work smarter and experiment with queries, allowing us to refine our targets for a campaign in a half an hour instead of half a day or longer.

"As a result, the number of campaigns we have been able to execute has doubled in the last year, and we've been able to further personalise the correspondence with our customers".

With the Alterian Marketing Services Platform in place, Princess Cruises is looking forward to an overall marketing effort that is streamlined from conception through execution.

"As opposed to one-off applications, Alterian's comprehensive integrated marketing platform gives our marketing department the liberty to try new things," said McClurkin-Birge.

"Instead of trying to figure out how to make the applications work together to achieve a result, with Alterian our users can apply a new approach and stay focused on the end result.

"We also enjoy that with Alterian we aren't penalised for larger databases or going over a certain number of campaigns, as we would have been using other solutions".

"Princess Cruises is a great example of a company realising the power of analytics and running with it," said Jason McNamara, CMO of Alterian.

"By taking advantage of Alterian's analytic capabilities, Princess Cruises was able to more efficiently and intelligently select targets, allowing the marketing department the freedom to chart new courses and experiment with new tactics.

"With the implementation of Alterian's Integrated Marketing Platform, we are excited to see Princess Cruises create specific, smarter campaigns that will resonate with target customers".

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