Advancedanalyticshave moved centre stage at
theRoyal Shakespeare
Company.
Analytics software from KXEN is helping to boost audiences at
Royal Shakespeare Company (RSC) productions in a pioneering arts
marketing move.
The initiative, an Accenture-led programme to segment audiences,
has seen a 50% rise in ticket buyers at RSC's Stratford-upon-Avon
theatre, a more than 70% increase in regular attendees, and
significantly earlier sell-outs for London bookings.
The improvements were helped by the design of targeted marketing
programmes. Following the creation of a new audience database, the
KXEN software was used to
identify specific audience segments and patterns of attendance
behaviour.
"KXEN software is unique in its ability to readily handle large
numbers of variables and this enabled us to easily fine-tune the
segmentation process," said Mary Butlin, the RSC'S head of market
planning.
"The beauty of KXEN is that the segmentation falls out of the
data naturally. It is far more insightful than us taking a guess at
what might work. Now we know what will work and we can plan
campaigns with real confidence."
As part of the programme, consultant Accenture worked with
KXEN's advanced data mining and analysis tools for audience
segmentation.
Following the creation of a new audience database, KXEN's
software was used to identify specific audience segments and
patterns of attendance behaviour, which were then applied to
facilitate creation of the new marketing programmes.