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The Dollywood context marketing story

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

With Sitecore, we continually gather and use data to personalise content for our guests before, during and after visits, and that has made a great impact on the guests' 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 personalised experiences across disparate web platforms.
  • Perform multivariate testing and path analysis to reveal what’s working and what’s not.
  • Continually optimise 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




Download the case study.


  • 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 optimise brand interactions and user experiences.
  • Herschend marketers can apply what they have learned 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 Optimisation Strategies team to deliver contextual, optimised experiences to its millions of visitors a year—delivering value to both customers and Dollywood itself.

Get the eBook

Arke Systems: Dollywood’s trusted partner

Arke, a Sitecore Platinum Implementation Partner, 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…

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.

Learn more

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