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Analytics software moves centre stage at Royal Shakespeare Company

Antony Savvas

Advanced analytics have moved centre stage at the Royal 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.


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