Case Studies > Tourism > Wind Creek
Driving Growth for Wind Creek
Utilizing Predictive Analytics and a Marketing Data Mart
Highlights
From Disconnected Data to a Single Customer View
Wind Creek was marketing across digital, email, telemarketing, web, and on-site promotions—but customer data lived in siloed systems like registration forms, WiFi logins, website sign-ups, and partner files. RMG unified these fragmented sources to create a clean, enriched customer database—establishing a reliable, data-driven foundation for smarter targeting and measurement.
Closed-Loop Campaign Measurement Proved ROI
RMG implemented AdCapture™, a cloud-based marketing data mart that integrated campaign, customer, response, and POS data into a single reporting environment. Wind Creek could now tie responses and visits back to specific offers and channels—enabling apples-to-apples ROI comparisons and ongoing optimization across multichannel campaigns.
Predictive Modeling Identified High-Value Lookalike Households
Using RMG’s V-Profiler Plus “Customer Clone” model, Wind Creek’s existing customer base was analyzed against a 13.5 million–record prospect universe. Every household was scored and ranked by likelihood to resemble Wind Creek’s best customers—allowing marketing teams to prioritize outreach to the audiences most likely to visit and convert.
Actionable Audience Insights Informed Campaign Strategy
The modeling revealed that Wind Creek’s highest-value customers skew toward suburban Gen X and Millennial couples with children and middle to upper-middle incomes, with strong interests in family entertainment, sports, and leisure activities. These insights directly informed creative messaging, offer strategy, and geo-targeting across campaigns.
Summary
Region
- South
industry
- Travel/Tourism
Company size
- Medium
rmg solutions
- Predictive Modeling
- Ad Capture
about
Wind Creek is a casino destination and amusement park and mixed-use entertainment development in Atmore and Foley, Alabama, combining gaming, rides, dining, retail, and year-round attractions that draw families from Alabama, the Florida Panhandle, and across the broader Gulf Coast region.
Challenge
Wind Creek was investing across multiple marketing channels—digital, email, telemarketing, web, and on-site promotions—but lacked a unified, data-driven view of who its best customers were and which campaigns were truly driving visits, ticket sales, and revenue. Data lived in disconnected systems: registration forms, website sign-ups, WiFi and login data, and partner files.
strategy
RMG was engaged to solve two core problems:
• Identify and profile Wind Creek’s highest-value customers and find more households that look like them.
• Build a scalable, measurable foundation for tracking multichannel campaigns and proving ROI going into the 2021 season and beyond.
solution
RMG delivered a two-part solution that combined advanced analytics with marketing infrastructure:
1. A “Customer Clone” predictive model (V-Profiler Plus) to profile and score prospects by resemblance to Wind Creek’s best customers.
2. AdCapture™, a cloud-based marketing data mart to integrate customer, campaign, and response data for ongoing measurement and optimization.
results
By combining predictive analytics with a purpose-built marketing data mart, RMG gave Wind Creek a durable, measurable foundation for growth. Key outcomes included:
• A clear, quantified profile of Wind Creek’s best customers, moving from broad assumptions about “families within driving distance” to a specific, data-backed audience definition.
• A scalable predictive scoring tool that ranks millions of households by likelihood to respond, enabling more efficient list selection and media investment.
• A unified environment (AdCapture) to track campaigns, responses, and revenue, making it possible to compare channels and offers on a like-for-like ROI basis.
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