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Delvinia Case Study: Canadian Opera Company
 

Delvinia Case Study: Canadian Opera Company

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    Delvinia Case Study: Canadian Opera Company Delvinia Case Study: Canadian Opera Company Presentation Transcript

    • Data Products + Services
      Online Consumer Research Community
      Data Collection Services (Full Service)
      Data Collection Products (UX, Media)
      Data Related Products (Gen5)
      Thought Leadership
      Reports
      White Papers
      Experimentation
      Innovation / R&D
      Digital Consulting Services
      Client Strategy
      Customer Insight
      Customer Experience Design
    • The reason we exist.
      Our mission is to create experiences that enrich people’s lives.
    • analytics & insights
      Services
      Tools
      Qualitative Research
      Quantitative Research
      Online Panel Management
      Web Analytics
      Social Media Monitoring
      Delvinia Digital MOSAIC
      Delvinia Digital Canadians
      AskingMedia Data Tools
      Customer Experience Design
    • analytics & insights
      Services
      Tools
      Qualitative Research
      Quantitative Research
      Online Panel Management
      Web Analytics
      Social Media Monitoring
      Delvinia Digital MOSAIC
      Delvinia Digital Canadians
      AskingMedia Data Tools
      Digital Strategy
      Customer Experience Design
      Customer
      Insight
      Digital
      Experts
      Business
      Objectives
    • Digital Strategy
      Customer Experience Design
      DEPLOY
      DESIGN
      DEVELOPMENT
      DISCOVERY
      Customer
      Insight
      Digital
      Experts
      Business
      Objectives
    • A
      &
      Digital Strategy
      Customer Experience Design
      Firm.
    • The Role of Analytics in Crafting the Digital
      Customer Experience
    • Digital Vision
      Build an interactive digital experience
      that inspires people to stay engaged
      with opera, and is seamlessly
      integrated with the COC brand.
    • Strategic Imperatives
      Optimize the digital customer experience
      Empower committed customers to share their passion
      Build relationships and brand advocacy
    • 4.Advocate
      3.Commit
      2.Engage
      Digital Strategy
      Via COC.ca
      Via Elsewhere(Offline, External Websites)
      Committed
      Donors +
      Subscribers
      1.Migrate
      Single Ticket Buyers
      Non Committed
    • Our Approach – Customer Insights
      What are the digital habits and behaviours of the
      COC’s customers?
    • COC.ca
      Elsewhere
      COC Customer Groups
      8,414
      2,254
      Donors +
      750
      2,023
      Subscribers Only
      17,793
      4,031
      Single Ticket Buyers
      576
      6,400
      No Transaction²
      7,611
      34,630
      TOTAL
      The COC Customer File
      Total Canadian¹ COC File = 35,265 records
      ¹ Customers who did not have Canadian residential postal codes were excluded.
      ² Canadian customers who did not transact (donate, subscribe or purchase a single ticket) with the COC were excluded.
    • COC Customers
      Over 60% of COC customers reside in the GTA¹, while almost 30% are elsewhere in Ontario.
      ¹ The GTA is defined as all “M” postal codes.
      Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
    • COC Customers
      COC customers have faster internet connectivity and are online more frequently than the average Canadian.
      Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
    • COC Customers
      COC customers are more engaged in specific online behaviours than the average Canadian.
      Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
    • COC Customers
      Despite this, we discovered that less than 20% of COC customers were transacting with the COC via COC.ca.
      n=35,265
      Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
    • COC Customers
      Online activities of COC.ca vs. Elsewhere do not indicate any reason for the difference in their COC transactional behaviour.
      Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
    • Customer Insight
      • Not all made up of the over 65+ crowd.
      • More engaged in the Arts and donate more to charity than the average Canadian.
      • COC customers are more digitally inclined than the average Canadian.
      • However, less than 20% of COC customers were currently transacting with the COC via COC.ca.
      • No behavioural differences between those who transact online and those who do not.
    • Delvinia Digital Mosaic: Digital Segmentation Tool
      A Loaded & Overloaded Families
      B Western Prosperous & Practical
      C Young Technophile Families
      D Dot Conservative Families
      E Urban French Unplugged
      F Multicultural Cyber Socials
      G Young City Clickers
      H Social-e-Inclined Families
      I Rural Ontario Low Techs
      J E-tired Empty Nesters
      K Single Metrotechs
      L Semi-Wired on the Prairies
      M Rural Quebec Not Coms
      N Ethnic Tech-Enthusiasts
      O Mature East Coast Surfers
      P Small Town Digital Dreamers
      Q Mature and Net Neutral
      R Young Aspiring Social Surfers
      S Mature Small Town Techno Pas
      T Young Quebec Tech-Novices
    • Delvinia Digital MOSAIC
      Ownership
      The Delvinia Digital Mosaic is a segmentation of the Canadian population based on people’s OWNERSHIP and social USAGE of technologies, in addition to their demographics and life stage.
      Every Canadian postal code falls into one of 20 groups (or segments) based on their digital behaviour.
      Plotting the groups on a 2x2 grid allows quick and easy relative comparison between all 20 groups.
      F
      R
      P
      C
      K
      G
      N
      O
      H
      I
      Q
      Social Usage
      B
      J
      D
      L
      S
      A
      E
      M
      T
    • Delvinia Digital MOSAIC
      Technology Ownership
      Groups fall within one of four clusters:
      Social Users
      Average Users
      The Time-Starved
      Lagging
      Social
      Average
      Social Usage
      Time-Starved
      Lagging
    • P
      B
      I
      A
      C
      R
      N
      Q
      G
      F
      K
      D
      Total Canada
      Total COC
      COC customers over-index in specific Digital Segments vs. the Canadian population.
      Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
    • COC’s Digital MOSAIC Segments
      Almost 85%
      15%
      1%
      Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
    • COC’s Top 7 Digital MOSAIC Segments
      Ownership of Technology
      Of the COC’s top 7 Digital MOSAIC segments, the majority are tech savvy and use technology for social interaction; however the largest segment, although tech savvy, uses technology primarily to save time.
      F
      N
      K
      G
      Q
      Social Usage of Technology
      D
      A
    • COC Customer Profile
      LOADED & OVERLOADED FAMILIES
      • Time-starved
      • Own every possible digital device
      • Value of technology: save time and remain
      “Make it easier to determine how many seats are left for a performance, where they are located, and what they cost.”
      “I like the email pushes. It saves time to get useful info/reminders, etc. delivered direct to your desktop.”
    • COC Customer Profile
      CITY CLICKERS
      • Heavy users of technology for both social and work purposes.
      • They will pay more for items that save them time.
      “I would like to see more stories on performers, costume and set design ... part of the supporting framework for actual performances.”
    • The Outcome
      The Digital
      Opera Experience
    • Interactive Features
    • Interactive Features
    • Interactive Features
    • Interactive Features
    • Live Broadcast
    • Live Webcast of Press Conference
    • Digital Brochure and Subscription Renewal
    • eOpera Chorus – Online Panel
    • Results
    • ONLINE TICKET PURCHASES
    • COC’s Digital MOSAIC Segments – online subscribers 2010
      Almost 90%
      Almost 10%
      1%
      Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
    • Since then…
      Social Media Strategy – Social Media Readiness Tool
      Website Refresh – Google Analytics
      Live and On-demand event broadcasting
    • Methodology Details
      Overall Score/100
      Customer Score (50%)
      Company Score (50%)
      Most Valuable Customer Score (60%)
      Other Customer Score (40%)
      Senior Management Score (60%)
      Other Employee Score (40%)
      1879 customers surveyed
      • 355 Most Valued Customers
      • 1524 Other
      289 employees surveyed
      • 276 Other Employees
      • 13 Senior Management
    • Company vs. Customer Score
      • The COC as an organization is 8% more ready to develop and manage a social media strategy than their customers are ready to embrace one.
      In-line, grow over time
    • Scores by Department
      Company Avg.
    • Top Scoring Employees
    • Thanks.
      Adam Froman,
      CEO
      afroman@delvinia.com
      416.364.1455 ext 222
      Follow me on twitter
      @adamfroman
      Linked in:
      Linkedin.com/in/adamfroman