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The Dollywood context marketing story

How Dollywood formed closer, more contextual relationships with millions of visitors across all its digital channels.

With Sitecore, we continually gather and use data to personalize content for our guests before, during, and after visits, and that has made a great impact on the guest experience and our bottom line.

Jennifer Gorman, Digital Marketing Manager


  • Capture and unite visitor data across disconnected properties (including website, parks, ticketing, and hotel)
  • Provide consistent and personalized experiences across disparate web platforms
  • Perform multivariate testing and path analysis to reveal what’s working and what’s not
  • Continually optimize customer journeys to raise conversion rates


  • Sitecore® Experience Platform™ (XP)
  • Sitecore® Experience Database™ (xDB)
  • Sitecore® Federated Experience Manager
  • Sitecore® Xccelerate Program, from SBOS™
  • Sitecore® Engagement Value best practices




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  • Increased conversions across the board
  • Boosted conversion rate by 21.43% in a campaign to promote sales of season passes
  • Customer data is continuously collected to optimize brand interactions and user experiences
  • Herschend marketers can apply learnings from Dollywood to other Herschend web properties
Lessons from Dollywood: ebook

Lessons from Dollywood: How one of the world’s most famous theme parks uses context marketing to wow its visitors

This ebook tells the story of how Dollywood collaborated with the Sitecore Business Optimization Strategies team to deliver contextual, optimized experiences to its millions of visitors a year—delivering value to both customers and Dollywood itself.

Get the ebook

Arke Systems: Dollywood’s trusted implementation partner

A Sitecore Platinum Implementation Partner, Arke is a marketing technology consultancy that leverages its network of agencies to create amazing results on top of the Sitecore platform.

Learn more about our implementation partners

More inspiration from our customers...

Danone Nutricia is far more than a food brand. Through its "Nutricia For You" website, it has become a trusted partner, advisor, and friend to hundreds of thousands of new or pregnant mums as they embark on their motherhood journey. And context marketing has been central to this success.

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