Princess Cruises’ Stanley McClurkin-Birge on RSS
TM: Has the new program improved tracking?
SMB: Absolutely. The same measurement and reporting features Alterian’s Dynamic Messenger applies to e-mail delivery are also available for the RSS feed. The RSS tracking metrics help us measure the effectiveness of our total online marketing campaigns.
TM: How well is the message getting to your audience?
SMB: The combined tracking and measurement features make an important difference for our travel agent target. When an agent logs into the Princess OneSource Notices site, they receive information based on their complete profile, generated through our connected RSS and e-mail metrics.
TM: How will these changes affect the program going forward?
SMB: The RSS feed began as an easy way to improve service to travel agents, but will become a powerful marketing mechanism as we take a more multichannel approach to reaching our customers. With the Dynamic Messenger RSS functionality, Princess Cruises can now track clickthroughs and open rates that will assist with future content development and promotional offers.