Canyon Ranch, a pioneer in integrative wellness with award-winning resorts across the United States, aimed to enhance guest experiences by adopting a data-driven approach. Partnering with Massive Rocket, they unified guest data by integrating Snowflake and Braze, enabling personalized engagement, improved retention, and long-term loyalty.
Massive Rocket started with a comprehensive audit of Canyon Ranch’s data infrastructure, identifying siloed sources and inefficiencies. The strategy focused on migrating to Snowflake for centralized, GDPR-compliant data access and creating a real-time, 360° guest profile. Integration with Braze enabled enriched segmentation and seamless marketing automation. The team also designed an omnichannel marketing approach to deliver personalized, behavior-based campaigns.
The project included several key initiatives grouped into three areas:
Data Unification & Accessibility
Data was migrated to Snowflake, and guest profiles were unified into a single source of truth accessible across departments such as operations, marketing, and on-site staff. This centralization improved personalization and operational efficiency.
Enhanced Segmentation & Personalized Engagement
Braze was integrated with Canyon Ranch’s customer data infrastructure to optimize and deduplicate guest profiles. Automated, behavior-based campaigns targeted high-value guests with personalized messaging before and after arrival. Campaigns also focused on loyalty programs, abandoned cart recovery, and encouraging repeat stays.
Rapid Deployment & Scalability
Customer campaigns launched within three months of Braze integration, and the full migration from the legacy ESP was completed in six months. This established a scalable CRM framework designed for continuous optimization and future growth.
Canyon Ranch’s transformation achieved significant outcomes:
