Case Study: RCI generated $13MM in revenue through website personalization with Simon Data
Key results
The challenge
Resort Condominiums International (RCI) personalized its website using only limited attributes such as language, membership type, and tier level. The company wanted to extend personalization across more of the site using additional customer attributes and segments, and to give service representatives richer customer data.
The solution
RCI implemented Simon Data's Audience API. When members log in, the app layer retrieves profile and segment data from the API and stores it in the data layer, driving personalization variables tied to a Next Best Action model for customized content on the login portal and homepage. The call center also draws on the enhanced customer data.
The results, in context
With Audience API-driven personalization, RCI reported $13MM in revenue from direct bookings and a 4.5% increase in bookings from customers in its 'Not Likely to Book' segments. The implementation applied 20 customer-profile variables to personalize content.