Leading Cruise Line

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Knowing your Customer through an entire data appending for Latin customers is the best way to travel..

Identifying the highest value customers among thousands of LATAM member base

BROKER

Valid Inc

END CLIENT

Royal Caribbean Cruise Line

OFFICE

Mexico
Chile

EXPERTISE

Data hygiene
Data profiling
Data appending

CAMPAIGN STATUS

2019

Challenge

Royal Caribbean International is known for driving innovation at sea and has continuously redefined cruise vacationing since its launch in 1969.
The end client, through its Data agency, wanted to enhance its customer datasets in Mexico and Chile containing more than 115,000 records in total in order to develop a more tailored member experiences.

Solution

We start running our Data Hygiene and Standardization service to all datasets with the following results:
For names, in this phase we had to split the input field “Name” into 4 new fields: Name1, Name2, Father “Apellido” and Mother “Apellido” according to the LATAM naming system.
We used 3 flags for the results:

a) RECORD IS CORRECT - NAMES, FATHER LAST NAME AND MOTHER LAST NAME
b) RECORDS IS NOT CORRECT FOR MATCH PURPOSES(ONLY NAMES AND/OR FATHER LAST NAME)
c) RECORDS ARE NOT NAMES

For addresses we did the following process:

a) After standardizing the input addresses into the correct format we had to identify street names from “Colonias” most of them in the same cell using manual process based on our experience with address cleansing.
b) We found that most of input addresses had the US format: Street number first and street name at the end.
c) We validated the postal code with the “Colonia” , “Municipio” and “State” using our SEPOMEX (Mexican Postal Code Office) street dictionary as a first filter to identify errors.
d) As a second stage we validated street names as well.
e) We used 3 flags for the results:
RECORD IS CORRECT - NO CHANGES
RECORDS IS NOT CORRECT (STREET, ZIP, STATE AND/OR MUNICIPIO DON´T MATCH)
RECORDS HAVE BEEN CORRECTED (CHANGES MADE & VERIFIED)
RECORD CANNOT BE CONFIRMED (IMPORTANT DATA FIELDS MISSING OR UKNOWN)

The last data process was enhancing the datasets with the following fields:

Marital status
Income range
Socio-economic level, for Mexico the criteria used was the AMAI SEL indicators (levels A/B, C+,C,,C-,D+,D and E). AMAI is Asociación Mexicana de Agencias de Investigación de Mercado (AMAI) a private professional association in Latin America focused on the intelligence sector applied to business and social affairs.
Presence of children
Occupation
Average age

The data appending campaign helped the brand to increase its cross-selling ratios in 35%.

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