Delvinia Case Study: Canadian Opera Company

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Delvinia Case Study: Canadian Opera Company

  1. 1.
  2. 2. Data Products + Services<br />Online Consumer Research Community<br />Data Collection Services (Full Service)<br />Data Collection Products (UX, Media)<br />Data Related Products (Gen5)<br />Thought Leadership<br />Reports<br />White Papers<br />Experimentation<br />Innovation / R&D<br />Digital Consulting Services<br />Client Strategy<br />Customer Insight<br />Customer Experience Design<br />
  3. 3. The reason we exist.<br />Our mission is to create experiences that enrich people’s lives. <br />
  4. 4. analytics & insights<br />Services<br />Tools<br />Qualitative Research<br />Quantitative Research<br />Online Panel Management <br />Web Analytics <br />Social Media Monitoring<br />Delvinia Digital MOSAIC<br />Delvinia Digital Canadians<br />AskingMedia Data Tools<br /> Customer Experience Design<br />
  5. 5. analytics & insights<br />Services<br />Tools<br />Qualitative Research<br />Quantitative Research<br />Online Panel Management <br />Web Analytics <br />Social Media Monitoring<br />Delvinia Digital MOSAIC<br />Delvinia Digital Canadians<br />AskingMedia Data Tools<br />Digital Strategy<br /> Customer Experience Design<br />Customer<br />Insight<br />Digital <br />Experts<br />Business<br />Objectives<br />
  6. 6. Digital Strategy<br /> Customer Experience Design<br />DEPLOY<br />DESIGN<br />DEVELOPMENT<br />DISCOVERY<br />Customer<br />Insight<br />Digital <br />Experts<br />Business<br />Objectives<br />
  7. 7. A<br />&<br />Digital Strategy<br />Customer Experience Design<br />Firm.<br />
  8. 8. The Role of Analytics in Crafting the Digital <br />Customer Experience<br />
  9. 9. Digital Vision<br />Build an interactive digital experience <br />that inspires people to stay engaged <br />with opera, and is seamlessly <br />integrated with the COC brand.<br />
  10. 10. Strategic Imperatives<br />Optimize the digital customer experience<br />Empower committed customers to share their passion<br />Build relationships and brand advocacy<br />
  11. 11. 4.Advocate<br />3.Commit<br />2.Engage<br />Digital Strategy<br />Via COC.ca<br />Via Elsewhere(Offline, External Websites)<br />Committed<br />Donors +<br />Subscribers<br />1.Migrate<br />Single Ticket Buyers <br />Non Committed<br />
  12. 12. Our Approach – Customer Insights<br />What are the digital habits and behaviours of the<br />COC’s customers?<br />
  13. 13. COC.ca<br />Elsewhere<br />COC Customer Groups<br />8,414<br />2,254<br />Donors +<br />750<br />2,023<br />Subscribers Only<br />17,793<br />4,031<br />Single Ticket Buyers<br />576<br />6,400<br />No Transaction²<br />7,611<br />34,630<br />TOTAL<br />The COC Customer File<br />Total Canadian¹ COC File = 35,265 records<br />¹ Customers who did not have Canadian residential postal codes were excluded.<br />² Canadian customers who did not transact (donate, subscribe or purchase a single ticket) with the COC were excluded. <br />
  14. 14. COC Customers<br />Over 60% of COC customers reside in the GTA¹, while almost 30% are elsewhere in Ontario.<br />¹ The GTA is defined as all “M” postal codes.<br />Source: COC customer file, Delvinia Insight Engine, Delvinia analysis<br />
  15. 15. COC Customers<br />COC customers have faster internet connectivity and are online more frequently than the average Canadian.<br />Source: COC customer file, Delvinia Insight Engine, Delvinia analysis<br />
  16. 16. COC Customers<br />COC customers are more engaged in specific online behaviours than the average Canadian.<br />Source: COC customer file, Delvinia Insight Engine, Delvinia analysis<br />
  17. 17. COC Customers<br />Despite this, we discovered that less than 20% of COC customers were transacting with the COC via COC.ca. <br />n=35,265<br />Source: COC customer file, Delvinia Insight Engine, Delvinia analysis<br />
  18. 18. COC Customers<br />Online activities of COC.ca vs. Elsewhere do not indicate any reason for the difference in their COC transactional behaviour.<br />Source: COC customer file, Delvinia Insight Engine, Delvinia analysis<br />
  19. 19. Customer Insight<br /><ul><li>Not all made up of the over 65+ crowd.
  20. 20. More engaged in the Arts and donate more to charity than the average Canadian.
  21. 21. COC customers are more digitally inclined than the average Canadian.
  22. 22. However, less than 20% of COC customers were currently transacting with the COC via COC.ca.
  23. 23. No behavioural differences between those who transact online and those who do not.</li></li></ul><li>Delvinia Digital Mosaic: Digital Segmentation Tool<br />A Loaded & Overloaded Families<br />B Western Prosperous & Practical<br />C Young Technophile Families<br />D Dot Conservative Families<br />E Urban French Unplugged<br />F Multicultural Cyber Socials<br />G Young City Clickers<br />H Social-e-Inclined Families<br />I Rural Ontario Low Techs<br />J E-tired Empty Nesters<br />K Single Metrotechs<br />L Semi-Wired on the Prairies<br />M Rural Quebec Not Coms<br />N Ethnic Tech-Enthusiasts<br />O Mature East Coast Surfers<br />P Small Town Digital Dreamers<br />Q Mature and Net Neutral<br />R Young Aspiring Social Surfers<br />S Mature Small Town Techno Pas<br />T Young Quebec Tech-Novices<br />
  24. 24. Delvinia Digital MOSAIC<br />Ownership<br />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.<br />Every Canadian postal code falls into one of 20 groups (or segments) based on their digital behaviour.<br />Plotting the groups on a 2x2 grid allows quick and easy relative comparison between all 20 groups.<br /> F<br />R<br /> P<br />C<br />K<br /> G<br />N<br /> O<br />H<br /> I<br />Q<br />Social Usage<br />B<br /> J<br /> D<br /> L<br /> S<br />A<br /> E<br /> M<br /> T<br />
  25. 25. Delvinia Digital MOSAIC<br />Technology Ownership<br />Groups fall within one of four clusters: <br />Social Users<br />Average Users<br />The Time-Starved<br /> Lagging<br />Social<br />Average<br />Social Usage<br />Time-Starved<br />Lagging<br />
  26. 26. P<br />B<br />I<br />A<br />C<br />R<br />N <br />Q<br />G<br />F<br />K<br />D<br />Total Canada<br />Total COC<br />COC customers over-index in specific Digital Segments vs. the Canadian population.<br />Source: COC customer file, Delvinia Insight Engine, Delvinia analysis<br />
  27. 27. COC’s Digital MOSAIC Segments<br />Almost 85%<br />15%<br />1%<br />Source: COC customer file, Delvinia Insight Engine, Delvinia analysis<br />
  28. 28. COC’s Top 7 Digital MOSAIC Segments<br />Ownership of Technology<br />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.<br /> F<br />N<br />K<br /> G<br />Q<br />Social Usage of Technology<br /> D<br />A<br />
  29. 29. COC Customer Profile<br />LOADED & OVERLOADED FAMILIES<br /><ul><li>Time-starved
  30. 30. Own every possible digital device
  31. 31. Value of technology: save time and remain</li></ul>“Make it easier to determine how many seats are left for a performance, where they are located, and what they cost.”<br />“I like the email pushes. It saves time to get useful info/reminders, etc. delivered direct to your desktop.” <br />
  32. 32. COC Customer Profile<br />CITY CLICKERS<br /><ul><li>Heavy users of technology for both social and work purposes.
  33. 33. They will pay more for items that save them time.</li></ul>“I would like to see more stories on performers, costume and set design ... part of the supporting framework for actual performances.”<br />
  34. 34. The Outcome<br />The Digital <br />Opera Experience<br />
  35. 35.
  36. 36. Interactive Features<br />
  37. 37. Interactive Features<br />
  38. 38. Interactive Features<br />
  39. 39. Interactive Features<br />
  40. 40. Live Broadcast<br />
  41. 41. Live Webcast of Press Conference<br />
  42. 42. Digital Brochure and Subscription Renewal<br />
  43. 43. eOpera Chorus – Online Panel<br />
  44. 44. Results<br />
  45. 45. ONLINE TICKET PURCHASES<br />
  46. 46. COC’s Digital MOSAIC Segments – online subscribers 2010<br />Almost 90%<br />Almost 10%<br />1%<br />Source: COC customer file, Delvinia Insight Engine, Delvinia analysis<br />
  47. 47. Since then…<br />Social Media Strategy – Social Media Readiness Tool<br />Website Refresh – Google Analytics<br />Live and On-demand event broadcasting<br />
  48. 48. Methodology Details<br />Overall Score/100<br />Customer Score (50%)<br />Company Score (50%)<br />Most Valuable Customer Score (60%)<br />Other Customer Score (40%)<br />Senior Management Score (60%)<br />Other Employee Score (40%)<br />1879 customers surveyed<br /><ul><li>355 Most Valued Customers
  49. 49. 1524 Other</li></ul>289 employees surveyed<br /><ul><li>276 Other Employees
  50. 50. 13 Senior Management</li></li></ul><li>Company vs. Customer Score<br /><ul><li>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. </li></ul>In-line, grow over time<br />
  51. 51. Scores by Department<br />Company Avg.<br />
  52. 52. Top Scoring Employees<br />
  53. 53. Thanks.<br />Adam Froman, <br />CEO<br />afroman@delvinia.com<br />416.364.1455 ext 222<br />Follow me on twitter<br />@adamfroman<br />Linked in: <br />Linkedin.com/in/adamfroman<br />

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