Leading software company Attractions.io have launched their long-awaited user segmentation tool.

The new feature gives Attractions.io‘s customers the ability to tap into their user data and build GDPR retargeting lists by filtering on specific guest attributes and behaviours – making it easier for operators to turn app data into valuable insights.

It presents a vital tool for visitor attractions to unlock data-led visitor insights. The tool is available as part of the platform’s core app package. 

The updated user segmentation tool enable operators to filter app users according to specific actions, visit information and usage patterns to improve their understanding of how guests behave during their visit. 

This enables guests ‘to feel understood, brand affinity grows, and commercial opportunities increase, as guests are more inclined to engage with targeted offers and upsells that resonate with their expectations of the experience.’

Peter O’Dare, Head of Product at Attractions.io, said: “By creating and exporting segments in Connect, Attractions.io’s management console, operators can increase their understanding of guests’ behaviour and make data-driven optimisations to influence spend, satisfaction and revisitation. 

“Unlike web analytics and user survey data, user segmentation allows marketers to understand what each user has experienced at the attraction during their visit. Once they know this, the marketing team can be more targeted and personalised with messaging and foster a closer connection with guests.” 

Mark Locker, CEO & Founder, Attractions.io, commented: “We spoke to industry marketers, and many told us they struggle to influence the on-park experience, particularly secondary spending, with the same effectiveness as they can influence the pre-visit experience using digital marketing tactics like personalisation and re-targeting. 

“The new tools will bridge the gap between these on and offline spaces, giving attractions an effective way of collating behavioural data and using it to drive real-world results.”

Attractions.io are affiliated with Butlin’s, Merlin Entertainments and the PGA Championship – all using the functionality.