Today's marketers simply can't be effective without direct access to their data. This was the case with a global cruise line that, though they enjoyed an expansive enterprise-wide data platform, still did not have access to their prospect universe. Learn how they gained control of their data — and significantly improved their effectiveness — using a simple online tool. This presentation was given by John Dodd, Virtual DBS' Executive Vice President, at NEDMA's 2014 Marketing Technology Summit.

1. A Simple, Fast, and Affordable
Direct Marketing Data Platform:
How a Global Cruise Line Improved
Their Marketing Effectiveness
Overnight

2. Today’s Presenter
John Dodd, EVP
Virtual DBS, Inc.
North Kingstown, RI
jdodd@virtualdbs.com
401.667.7595
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3. Today’s Discussion
 The Client
 The Tool : V-DataMart
 Live Demo
 Ask Your Questions
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4. The Client
 Operates 11 ships providing luxury
travel worldwide
 Offers immersive cruise-tour
experiences in Alaska, Australia/New
Zealand, Canada, Europe and South
America
 Celebrity is one of five cruise brands
operated by global cruise vacation
company Royal Caribbean Cruises,
Ltd.
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5. The Tool : V-DataMart
“A marketer’s best friend.”
Old School
• Expensive (mid to high six figures)
• Slow to Market (six to twelve month
deployment timeline)
• Lengthy learning curve
• Examples: Experian B2B, Equifax
ConsumerTrak
V-DataMart
• Inexpensive
• Speed to Market (just a few
days…sometimes overnight)
• Almost no learning curve
• A fit even for very large companies like
Celebrity Cruises, Visionworks, Chase
Paymentech
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6. How does Celebrity use it?
 Data “count, extract and analyze” online dashboard
 Gives Celebrity execs on-demand access to their
customer and prospect databases
 Celebrity was using it within 24 hours to count, view
and extract 20MM prospect records for all cruise
types
 Unlimited ability to expose any desired fields of data
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7. Why Celebrity Needed V-DataMart
 Despite an expansive Siebel enterprise data
platform, Celebrity Cruises marketing executives
had no access to prospect data
 V-DataMart now allows them to view, count,
extract and analyze 20MM prospect records,
complete with predictive scores showing their
likelihood to respond to any of 19 cruise offerings
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