How Village Roadshow Theme Parks Creates Personalised Customer Experiences

Hi everybody, and welcome to our webinar. Today's topic is unlocking the power of data flexibility. Today I'll be talking to Village Roadshow theme parks on how they use flexible data to create personalized customer experiences. We'll chat data segmentation, customer journey and lifecycle management, future guest needs and finish up with some practical tips for you to take away. So this is a practical learning session, and I know everyone will walk away with some great insights. I am Katrina Lim. I'm a technical adoption specialist from the Emarsys Sydney team. I've been with Emarsys for around five years and worked with a lot of clients on platform adoption over these years. I haven't worked with Village Roadshow theme parks before, so I'm very excited to have a chat today and hear what they've been up to. We have Sophie and Jarrah with us today from Village Roadshow Theme parks. So welcome. Thank you for joining me. Could you please both share a little bit about yourselves and the role you have at Village Roadshow theme parks? Yeah no problem, so my name is Sophia I am the digital marketing manager at Village Roadshow Theme Parks on the Gold Coast. We have seen a number of really iconic theme park brands, including Warner Brothers Movie World, SeaWorld, Wet 'N' Wild, Paradise Country, Australian Outback Spectacular, SeaWorld Resort and Topgolf. Hi Katrina, I am the Digital Channel Manager for Social and Direct here at Village Roadshow Theme Parks, where we welcome over 3 million guests here, across all those different brands each year. And it's our job to help them connect with our brand from a digital perspective, from our owned and paid digital channels. Right. Really great to have you here today. So it's going to be an exciting session. So if anybody has questions, we can answer a few questions at the end of the session. So just pop them in the chat and we'll review them at the end. Village Roadshow Theme parks are power users of the Emarsys relational data feature. So I'll quickly describe what that is before we get into it. Relational data is a feature that allows you to connect Emarsys to any data set and use it for segmentation and personalization. Sometimes we refer to it as data flexibility because it allows you complete flexibility over the data that gets used in Emarsys. It can be things like loyalty data, event or appointment details, external product recommendations, check-in or visitation data. Anything really that relates to your customer. So soon we'll hear the types of data that Village Roadshow theme Parks connects to Emarsys. But before we get into that, Sophie, Jarrah, can you please tell me a little bit about the Village Roadshow theme Parks background story, and your journey to Emarsys. Yeah, absolutely. So we implemented Emarsys about a year and a half ago after a lengthy scoping process with about four other providers. And that relational data, data flexibility component really stood out to us. Being able to unify and leverage those different data points was really a standout feature for us. Yeah, absolutely. And I think, you know, functionality of the platform aside, we were really impressed with the Emarsys customer service just overall. You know, from that initial sales call, we felt really listened to, understood. They were, you know, dedicated to finding some solutions to our problems that we were experiencing. And, you know, then through that implementation phase, we were really well supported that entire time. And now, you know, our customer service team always coming to us with insights, with improvements that we can make. It's really very much it's a partnership. It's not just a client supplier relationship. It is very much a partnership going forward. Absolutely. That's great. That's what we aim for here at Emarsys. All right. So why is personalization becoming increasingly important in the entertainment industry, especially for guest experiences at theme parks like Village Roadshow's. That demographic data is really important for us. And then again, you know, you can break it down further based on whether the people have children or whether they're an older demographic. So we're always looking at ways to make that experience, that communication and personalization possible. Yeah, absolutely. And this started really allows us to understand the guest preferences and enables us to tailor those experiences, you know, to those people coming through the gates, you know, in real time. By leveraging this data, it's more meaningful and more personal. And whether it's recommending an event based on past behavior or we've learned from other data sets what the preference would be for that demographic. Yeah. It's it's very important. And the ability to deliver those personalized communications in this scale, I believe, is what sets us apart from other entertainment people within that industry yeah. Yeah, it's really interesting the demographics for you guys of your customers, because so many customers would be, as you say, just going kind of on holidays or that one time or once every few years or once every year. So it's really important the way that you have to separate those demographics. Yeah. Absolutely. Cool, can you walk us through how Village Roadshow Theme Parks collects and consolidates data from various sources like ticket sales, app usage, park interactions? And what were some of the challenges you faced in unifying this data? Yeah, we do aggregate data from a variety of different sources. We're really lucky to have some good first party data to work with. So we have just to sort of, to round it up for you, we got our sales data, which is, you know, ticket purchases, event bookings and that sort of thing across all of our different assets. We have reservation data because we have the SeaWorld Resort and Paradise Country Farm Stay accommodations and donation data through our Seaworld Foundation. We have annual pass holder data. We have Topgolf gameplay data, and we've got social media engagement app usage. It's just it's coming from all different angles. So yeah, we kind of just get that from multiple different sources. And and one challenge that we faced was ensuring that consistency and accuracy across all of those. And shameless plug Emarsys' relational data segmentation really allowed us to unlock the power of that, and it also empowers the team to make the decisions around that, that segmentation by pulling it all in together into one spot and communicating to those people. Yeah, it's so interesting. And I think, yeah, that is probably for companies like yours. That is probably one of the biggest challenges, just consolidating all that data. You just have it coming from so many places. I didn't actually realize quite how many different sources of data you have, so it's really interesting to hear. There's a lot. Yeah. Sorry, in terms of how we consolidate that, we're lucky to have an in-house sort of marketing insights role as well. So they've created some really presentable dashboards to kind of aggregate all that data, in addition to obviously all the fantastic dashboards in Emarsys, so we kind of have a really lovely sort of platform to view all those things and across those two platforms. Cool. I'm just going to quickly share my screen and I'm going to jump into our demo account. So anyone that's not familiar with relational data, I get my right screen. I'll just show them what it looks like. So there's two purposes to relational data. You could use it for segmentation and you can use it for personalization. So this is what it looks at for segmentation. So this is what a marketer would see. To create the segment. So it's very simple, just a little sentence and then you can pop your variables in. This is just a sample from our demo account. So find all customers traveling in the next x number of days. You can pop in your parameter there and your destination. So the way that this gets set up though, is a template is built for this. So the marketer can just use this. But in the back end, what is running is a sequel query. So, this can be set up in the back end. A sequel statement. So that can be done in-house. If you've got a team that has the skills to do that or that can be done by Emarsys at implementation or whenever you have the need for it. And then this is the sentence that comes up in the segment here. So it's kind of two parts for it. Build that template that's prebuilt and ready to use and you can just use it over and over again with the different variables. Alright. On to the next section. Let's talk about data segmentation. So what specific factors or visitor behavior are most useful for segmenting your audience? E.g. family size, visit frequency, past purchase behavior? And how do these insights shape your targeting strategy? So yeah, we use our third party data pretty strategically like we were talking about earlier. We mostly segment based on demographic data because that influences what ticket type they normally like to purchase, whether it's the locals annual pass or interstate pass. I think we mentioned this earlier that we segment, sometimes by family or age. So we have an automation running at the moment that looks at anyone who has a child under 12 who has a birthday coming up within the next month, and we serve them a email based on all the different birthday party opportunities across all of our parks. So I guess, yeah, there's a whole bunch of ways that we can kind of drill down those segments. Yeah, and pass purchase behavior is another one. This includes everything from ticket sales, visitation, past resort stays. We've got two great examples where the average visit or repeat visit for Australia Outback spectacular, someone might visit once every two years, depending on, you know, what kind of what's going on. And what we've found is we can pull together a segment of that last visit. People within that three year period, we can certain, you know, the launch of a campaign that focuses on, you know, like adults and kids prices or something like that. And another, I guess win for us would be our Christmas gifting campaign where, you know, we've got this database of going to all these people and it's great to tell everyone about it, but to be really specific and targeted, we pulled in our sales data of anyone who had purchased an E-gift card or gifted something to someone over the last few years, and we served them with an SMS to promote Christmas gifting, you know, a bit closer to you know, Christmas to kind of keep that top of mind. And it was very successful. Yeah, that is a great idea. And using omnichannel, SMS is a good channel for that too. Absolutely. We actually use MMS, so we have a nice kind of gift. Yeah, inside of this little bow, it was great. Greatt. And how does Village Roadshow Theme Parks ensure that these segments recieve personalized relevant communication across multiple channels. Speaking of omnichannel: email, SMS, mobile apps. And can you share an example of a successful personalized campaign? Yeah sure so we are really lucky, we kind of make use of every personalization functionality within Emarsys. So we've obviously touched on quite a bit today, we touched on relational data. We obviously segment off the contact record as well. We use a lot of ESL, so the Emarsys scripted language as well to create those custom personalised tokens and things like that to make their content even more relevant to the guest. Yeah, we try to just be personalized as possible. And I guess one of the really good examples of that is our year in review kind of email that we put together, for our expiring pass holders. So everyone's familiar with, you know, that Spotify wrapped dial thing that happens at the end of every year. We have a similar one for whereby if their pass is expiring in about a month, we serve them that personalized email with all of their visitations, which is their favorite park, how many times they're visited, you know, how many hours they've visited and kind of show them the value of their pass going into that renewal period. So that one's not live yet, but we're really excited to kind of get that live and see that really strong engagement. Yeah. Yeah, absolutely. And you know, another one that we would be very much looking to getting live is we are currently looking at reengaging some of our opted out contacts via the digital ads feature. So getting that list of the people who are opted out, we cannot communicate with them via email at the moment. And I've shared that across into meta and served them some ads around, you know, what's happening at the theme parks and try and get them to reengage and then go back into our journeys, our automations and our other kind of email campaigns that we're sending out. Yeah. Very nice. Yeah. There some really nice use cases and we've got a screen shot to show of that year in review later. So, I love that use case. Yeah, it's fun. I need to make a trip to Queensland so I can get my year in review email. Cool. All right, so I'm just going to pop up a screenshot of one of the segment templates that you guys have used. And if you could talk me through that in a second. So yeah, if you could talk me through this segment template in this segment, that would be great. Thank you. It's actually quite similar to the example that you showed before Katrina. This is obviously the relational data like staple query in the back end. But what we did with this one is for paradise country animal encounters. So if you have a booking within the next day, you get an estimate with all of your pre-arrival details and things like that within that estimate. So typically we send one day to people, but we made a template that we can adapt that date. So if we wanted to send it 5 days before, 7 days before whatever it might be, we can simply just go in there and update that date. Quite simply, anyone could go in and do that. That's I guess the beauty of those templates is once they're built, you could kind of tweak them to suit whatever needs you have mind? Yeah. Yeah. And the other segment on the right is our escape super and mega past purchase in the last seven days. So that ticket type is a multi-day ticket type generally for people traveling interstate, people that want to visit a few of the parks every few days. And that segment, the purpose of that one is to serve those guests. You can see that we've got mobile opt in there as well, to serve them with an SMS to upsell or cross-sell them to Australian outback spectacular, you know, like our night event, you know, dinner and, you know, a spectacular show. So that's what we've been using that one for. And it's also been quite successful, which is great. We find that, you know, people convert, you know, maybe it's in the past they that purchased their multi-day ticket and they planned on visiting and we kind of hit them with that reminder like, Hey, why don't you come to outback spectacular why you're here. Yeah, right. Love them. Cool. All right. Thank you. Now let's move on to our next section, which is about customer journey and lifecycle management. So how do you use relational data or data flexibility to enhance the guest journey from the first interaction to becoming a loyal customer or annual pass holder? Well, I mean, we communicate with our guests at every step of that purchasing journey. You know, it even starts pre-purchase things, you know, abandon cart, abandon, browse and that sort of stuff. We have, you know, we communicate to them post-purchase, We communicate with them like pre-arrival before their visit, during their visit with, like in park SMS's, in park push notifications, to kind of enhance their experiences and then post purchase, or post visit with you. A thank you, an NPS survey, that sort of thing. So we have about 60 to 80 automations running at any given time. I don't know if that's a lot. So, you know. I think it's a little. Yeah. Most of our customers will be marketing or any other marketing team that's typically a lot less than that. So we are really trying to automate where we can to personalise where we can. We're not your typical sort of e-comm retailer either. Sorry, our, you know, guest purchasing patterns are not that frequent. They might want to see them come once every three years. It's very different based on ticket type. So we really need to nurture them. We really need to give them that good, personalized experience to ensure that they return to us. Yeah. And I think on the note of data flexibility as well, we're able to see the same trends and patterns. An example of this is our annual passholders final visitation journey. So being able to easily look at that data, we've actually uncovered an insight that guests, who visit within 30 days of their pass expiring. I'm more likely to renew because we have that positive reinforcement and that positive impact on them before it gets to that time. So just some quick stats here. We found that 42% of the people who open those journey emails end up visiting in their final month. And of those people, 26% of them ended up renewing, which is much higher than our average, you know, renewals journey renewal rate and working on. So that extra push really does help. And we've uncovered that through being able to review the data. Yeah. In a flexible way. That someone can evaluate the guests getting to experience the benefits of that relational data and that personalized client experience. I think there's a lot of benefits for our team internally to have upskilled in this area as well. You know, previously our in-house dev team would have had to create all those queries, but it's the way that it would have set out and the, you know, the interface with Emarsys, it's so simple to use. Like you can think of it daunting, but it, you know, it's easy for us to write queries, extract segments. So it's really good from a professional development standpoint, for our team to have a lot of field in that area as well. So yeah, definitely. And just as you were saying about your open rates, your conversions, just out of interest, what do you classify as a conversion? Is that a ticket sale or what? What is classified as a conversion for a theme park? Yeah. Well, I mean, we've got the many brands, so yeah, a ticket purchase in the theme parks. Our annual pass have pre redemptions to three of our night events like Christmas, Spooky Nights and Seaworld carnival. Or Seaworld spooky nights sorry. So that would be triggered as a conversion although it has a $0 cost because it's redemption and it's included, their pass conversion would be a room booking and animal adventure booking, booking just the bay or you know at Topgolf. And you know, with some recent optimization we've made with the Google Analytics platform where you know saying to mark contact us and inquiries you know for those events and corporate bookings as a conversion as well. Yeah. It's not all just revenue. Yeah, not all is revenue based. That's it. Yeah. Yeah, that's why I asked. I thought it's probably slightly different to a typical e-commerce because, yeah, I think about that interaction more so. Well, not every time. It's not necessarily revenue all the time. Yeah. Cool. And what role does data play in crafting customer loyalty programs or encouraging repeat visits? Yes. So by collecting and analyzing that data on the guest interaction, such as, you know, what ticket types purchasing like timelines and ages and stuff, we can develop a clear picture of what drives each guest. So we would find, for example, where a local market would visit multiple times a year. If they are in that local driving distance area, we find that some people that live a bit further away may be more likely to purchase a resort package that includes theme park entry, but it's kind of like a 2 in 1, you know? So being able to serve them with that right message, using that data at the right time, we can kind of get a good picture of who would be most likely to purchase and what offer it would be. And in terms of like crafting that customer loyalty and that repeat visitation. An example of this is we run a big sale every year called the Seaworld resort ultimate sale. So access point for always in that campaign is to target guests who have stayed at resort 12 months ago because they would be in the position and likely to book another holiday. So that creates that sense of loyalty that, you know, reward and recognition that they're getting this great offer and then encourages hopefully that repeat visitation as well. And generally, we you know, we we use that data to to set up a bit of a presale, you know, campaign to those previous guests. They get first dibs at you know that the deal and particular booking window so yeah. Yeah I can feel that's exactly what my holiday booking patterns are so yes yeah that's the tactic. Great so you mentioned the year in review email before, so I'll just bring up a screenshot of that and if you just take us through that, that would be lovely. Okay. Yeah. Yeah. So yeah, this is personalized with relational data. So if you could just kind of point out which part to personalize with relational data and how that is all working in this email. Yeah. So the small little component, the, the bottom there with the icon, most of them are relational data tokens. There's a couple of them that used the ESL formula to kind of work out if they visited this many times that equals this, you know, X amount of hours that we worked with. I guess services. Yeah, yeah. To, to work out what the average visitation would be. And then we'd use that. We had help from our CSM to kind of help us develop those formulas and tokens. But that's kind of going beyond that. You know, they helped us with that. Amazing. For now, we have this template and all of these tokens and, you know, this stuff that all we can have this running as an online automation to guests every year. So you know it takes a little bit of time to set up these kind of specialty things sometimes. But once they're in they're set and forget and that is the great nurture piece. So we really, really proud of this one and we're going to set it live in the next couple of weeks. We will report back and let you know how it's going. Yeah, I think it's going to do great. I love this idea. It's just yeah, it's very on trend, isn't it? So yeah, I think we have a lot of really passionate theme park enthusiasts that come multiple times a week and will be so excited to share that content with their friends, we have at the bottom of this email for them to kind of share and brag about their stats. So hopefully that's a bit of a customer engagement piece as well. Yeah, we've got the hashtag down the bottom. It's still probably not 110% confirmed, but we like the RTP repays. It would be good if they could share their screenshots on socials. Yes. Yeah, I love it. I can't wait to see how it goes. Yeah. All right. So can you share how you anticipate guest needs in real time? For instance, how do you use data to recommend activities or send timely offers during a guest visit? Yeah, no worries. So we're real lucky to have like, a real time API that feeds us scanning data so we know, you know, when a guest scans in and you know what time and what ticket type. And then from there we have a lot of automation set up that it daily recurring SMS's at Movieworld, SeaWorld and Paradise country are upselling those guests or, you know, nurturing them and inviting them to do different experiences. While they are with us. I can give you an example of the Seaworld one and how I guess you can then more granularly segment within that automation as well. So we upsell them on like an animal adventure or another option within that automation is the shoreline seafood buffet or a helicopter to up. So within that automation we can segment based on you know what ticket type they enter on. And then also if they already have an adventure booked, we're not going to serve them an animal event. So because that's a pretty poor customer experience. So they will be served a different offer, You know, if they've done a helicopter tour or they've done the buffet recently or whatever it might be, then they get served another offer. So I guess that's how we kind of recommend those activities while they're in park and how we make sure that it's really personalized. Yeah. I think having those, those automation set up as well and allows us to easily swap out messaging. So if we have a specific offer in market for kids eat free at one of the venues or if we have a special offer on that night for Outback Spectacular, you know, we can serve them that message while they're in park on the day to say like, Hey, come book tonight. So you know that's great. We've got a good collaboration amongst all the departments here. You know, we have some extra seats. I would like to fill at a show or something like that. We can kind of spot that in pretty easily and just guests on that particular day, we'd be able to get and it just goes back to you the next day. Right. All right. So as relational data or flexibility and technology continue to evolve, what future innovations or capabilities are you excited about in terms of enhancing the guest experience at Village Roadshow theme parks? Yeah. So we're really excited at the moment about Web Extend at Emarsys so we've jumped at its implementation and thought I was a bit of a phased approach. Obviously we did our best implementation in a year and a half ago. I was so excited now to be able to use this Web Extend capability. So we're looking at an automation for our White Christmas night event. If someone is going to our website and browsed general admission ticket, say three times. Then we're going to serve them with an email, with a bit of a discount or an offer we're going to then entice that conversion. But that will be the first use case for Web Extend and we're really excited, I guess, that the possibility of brainstorming a whole bunch of new and exciting automation based on that that's probably our big focus. Yeah. And very excited to enhance our own relational data usage, especially in the digital ads. And so at the moment we're currently using those first party data relational segments format, you know, sharing those audiences across advertising. But we're currently not putting too much across over to Google, LinkedIn and Tiktok, which we're very keen to work on because now we have some corporate data in there. We want to be able to serve that over to LinkedIn, you know, and kind of advertise that. And especially when it comes to Tiktok, like Tiktok is just everywhere at the moment. So very excited to kind of reach that younger demographic, especially when it comes to some of our wet n wild, campaigns and stuff as well. But we've also gone through a bit of an optimization Google Analytics force. So I think being able to share across first party data into that Google network and with the audiences inside of that platform and kind of have first party and also like visitation on the web data and kind of meshing that together. We're very excited for that as well. That's great. Okay, cool. And what advice would you give to other entertainment brands looking to begin their journey in utilizing relational data or data flexibility for personalizing customer experiences? Yeah, I mean, at first it can seem a little bit overwhelming to kind of process all of that information, but it is absolutely been a game changer for us. I think the biggest tip would be to like to utilize your implementation team and your CSM to get all of those initial templates set up to make it a lot easier for yourself. Start small with a couple of different use cases or a couple of different segments you want built and build them in a way that then you can edit without even having to know. Say, well, you know, they're already built for you, they're ready to go. I think like that example that we showed before, you know, we're lucky to be well-resourced in that we could do all of that ourselves. Set up lot of those templates but yeah, segmenting off the contact record is great and we also do that as well. But yeah, that relational data has really just stepped it up a notch for us in terms of personalisation. Yeah, definitely agree. And so, you know, reiterate, yeah, start small, you know, get the basics right segment off the contact record, start layering in those complexities. You know, you saw that segment that we had earlier laying. Any ticket purchases with opt ins and not purchase over here and then booked in for a show or something like that. But also, don't be afraid to experiment. Try new things, try to segments like pair some two together and see what happens in this process and that as well. But yeah, it's an ongoing process. Don't try to do everything at once. Yeah, 100%. Yeah. That's right. And even your kind of implementing Web Extend a year and a half later after implementation, but it's just bringing that extra data source in with what you've already got with the many, many, many data sources that you've already got there. Exactly. We always do. Trying different ways we can do things better. So, yeah, that's just another step for us. Yeah. That's great. Now to finish up, could you please give us some practical tips for everybody? Yeah, absolutely. I think, number one, we've probably touched on it many times but leveraging customer segmentation, personalization. Their is key factors, demographics, age, purchase, behavior, engagement levels like don't underestimate the value of doing a send to people that open this email or click through to this, you know, on the button, right there, they're engaged. You know, what's kind of going to get them over the line. You start with something basic like a mid-market, you know, business, start with something small like new users or returning users. And then as you kind of go towards that enterprise level business, you know, start layering in that extra complexity and using that relational data in multiple sources and, you know, just keep building, you know, as you go. Don't do it all at once. Yeah. I think for me, like obviously I'm big into the whole automation space. I think automation is a key for customer journey and, you know, efficiency and engagement and all that sort of stuff. So I think it's if you don't have any automation set up, at least, you know, start small, have 1 or 2 kind of set up, whether it's, you know, basic abandoned cart or welcome email or, you know. And then as you grow and as you scale, you can kind of go it will multichannel across all the different workflows, you know. SMS, mobile, push all that sort of stuff like I did say before we had, we have I think between 60 and 80 automations live at the moment. But a year and a half ago when we started with Emarsys, we started with 1 or 2. So, you know, we built it from there. So you can you can scale up as much or as little as you like, really. But Automation is key. Yes. Sounds like that is key for you. Definitely Sophie. Yeah that's a lot hey. Yeah. And another one as well, like, enhance your omnichannel experience. Be consistent across all the brands. You know, like some, some businesses, you know, are very siloed when it comes to, you know, the email like, this the web is like this, like take the time to make sure that the messaging and the creative is consistent across all the platforms. You know, it's quite jarring to get an email that's all branded all nicely and has all these great creative in there, consistent messaging, and you kind of click through to the website and it's different, you know, and I feel like there's a bit of reengagement, I mean, or disengagement of bit of a bounce like bounce rate, you know, increases when it's, it's like, my, in the right page, I could have gone to the wrong link. So, you know, I think that carries across all the other channels as well. Like even just tone of voice in the SMS socialize that you might push across or something like that. Just make sure everything's consistent from a brand perspective as well. Yeah. And I guess our final tactical tip is just like the focus on measuring and reporting everything. Like how are you going to measure the value and the success of your campaigns if you're not reporting, we do post campaign reports on even like the tiniest little campaign got to, you know up to massive campaigns and we're always reporting we're always deep diving into the analytics, always in the Emarsys dashboards monitoring the performance of all of our campaigns, all of our automations. And if you are not doing that, then you're not learning and you're not doing better each time. So I think we're measuring and reporting all of your activity so that you can, you know, celebrating, say, your wins as well. Yeah, exactly. Excellent tips. Thank you. They're very practical. Very reasonable. I think people can take a take those away and really implement those within their own business, for sure. Yeah. In your industry or other industries. So I think that applies to everything. Yeah. Yeah. Agreed. Well, they're our questions that we've gone through today. Now, I've just checked the chat. We have quite a few questions that is coming in. But we are going to. Bring them on. Yep. Okay. So for someone who is interested in upskilling in SQL. What sort of resources would you recommend for scaling up next year? Just like a simple Google, there are so many free resources on their for SQL. Just take some time. There's plenty of training and learning resources. I think I personally, when I was going through it, I looked at it as Udemy or Udemy and it's like a great resource on there. There's plenty of people on YouTube that explain it. And you know, once you kind of have that basic knowledge of it, it it kind of becomes like a second language, you know, an SQL language. Like it's and, you know, leading back to what you were talking about before and you put up that segment template, you know, you have all of this, the query on the side and there's that natural language part down the bottom of how many people, how long until someone visits paris or something like that. You know, start with that question and then work backwards on how you can utilize your data to get to that point but yeah I would say. Anyone can really learn it. There's plenty of plenty of resources online. Yeah, that's right. And as you say, like if people in a company don't have those skills, it doesn't matter because the marketer, can just be selecting that segment. They don't need to have the SQL skills. Emarsys can help set up those segment templates and implementation all through services or ongoing. So it can fit both both teams. Absolutely. I think at one point we did leverage the Emarsys theme to help us with a few of those templates and we're getting started as well. Yeah. Yeah. Some of a complex one. So yeah, we're very grateful for that as well. Great. And what were some of the first use cases that you implemented with Emarsys as, as you said, you started with 1 or 2 programs that you've got to 60 to 80 was the necessary review. The very first one is probably our most important in terms of revenue driving. It's our biggest automation, it's our annual pass renewal flow. So the first thing we did when we got into Emarsys was build that one straight away because we couldn't have any kind of lapse with moving over the platforms because, you know, that's a lot of lost revenue every day that that email doesn't go out, you know, that loss of revenue. So that was absolutely the first one that we looked to implement. So yeah, our annual pass nurture journey was the best one. Or renewal journey sorry. Is that still running now in its, in its same form. Yeah, absolutely. I mean, you know, we've made tweaks over the years based on different insights and data and stuff like that. But yeah, that one is one of our core automations. It's quite complex, quite long, but it's yet our most important one. Right. So that was the first one we did. Yeah good. Alright well, thank you so much. We've got a lot of questions that we haven't had time to answer them all. So anybody that has asked a question that hasn't been answered yet, we will get back in contact you, in contact with you about those questions. So thank you, Sophie and Jarrah, it has been amazing talking to you today. Thanks for having us. And a lot of great insights about Village Roadshow theme parks. I'm excited to get my year in review email after my next trip. Cool, I'm sure everybody's taken away some really great tips, so it's been really great. Thank you. Thank you, everybody. Absolutely. And obviously feel free to reach out on Linkedin. If you have any questions around Emarsys or anything, you know that we kind of spoken about today's so yeah. Thank you. Yes. All right. Bye bye. All right. So next steps. So we've got a few QR codes up here. So if you would like to learn more about how Emarsys can help sports and entertainment brands, you can scan that QR code, you can download a free copy of the Australian Customer Loyalty Index report for 2024 that we have put together, or if you would like to contact us to request a demo or learn about the Emarsys customer engagement solution, you can scan that QR code. So thank you everybody for joining us today. I'm sure you've taken away something useful and I will speak to some of you soon. Otherwise, goodbye.