Big Data and Ballet - How The Five Golden Questions Can Help Segment Your Audience | Kim Harper, QPAC | Digital Espresso Breakfast August 2017
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Presented by: Kim Harper, Digital Marketing Manager, Queensland Performing Arts Centre (QPAC)
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Big Data and Ballet - How The Five Golden Questions Can Help Segment Your Audience | Kim Harper, QPAC | Digital Espresso Breakfast August 2017
- 3. Big Data and Ballet – How The Five Golden Questions Can Help Segment Your Audience #digiespresso
- 4. BIG DATA AND BALLET
- 5. How Five Golden Questions Can Help Segment Your Audience BIG DATA AND BALLET
- 6. You can’t be everything to everyone but you can be something to someone. Andrew M. Davis Author, Brandscaping “ ”
- 7. TAKE THE QUIZ Tell us what live performance means to you and we’ll tell you what kind of arts lover you are
- 8. Release Stimulation Essence ExpressionEnrichment Affirmation PerspectiveEntertainment Morris Hargreaves McIntyre (mhminsight.com)
- 9. Data Application • Prospective audience modeling • Aid targeting • List building and Segmentation • Helps identify product bundling opportunities • Profiling against arts-attending population
- 10. Flatter their independence and sophisticated tastes “ ” The Royal Ballet On Sale email Target Messaging Essence Segment
- 11. Support their desire to be the first to try something new “ ” The Royal Ballet Competition Target Messaging Stimulation Segment
- 12. 12 Unify Data Insights Take Action Data from ticket sales, marketing automation, website Data is reviewed for insights, what we know, what we don’t know, assumptions reviewed Event creative made/adapted, marketing channels published CONTINUOUS CYCLE OF LEARNING
- 13. Info graphic thanks to YuMe.com
- 14. 14 Technical perfection, raw compelling emotion; extraordinary in every aspect. The Royal Ballet, Woolf Works review Bronwyn (audience member) “ ”
- 15. #digiespresso
Editor's Notes
- BIG DATA AND BALLET Don’t you just love the term “Big Data”. It sounds complex and scary. It’s this great buzz term. We have lots of data at QPAC, we could even call it “Big Data” We have data from Transactions Performances Seasons Patrons Preference Emails Google Social But lets face it, it's not the amount of data that's important, it’s what you do with it, that matters… So, Big Data and Ballet… - - - - “Big Data” extremely large data sets that may be analysed computationally to reveal patterns, trends, and associations, especially relating to human behaviour and interactions.
- How Five Golden Questions Can Help Segment Your Audience.
- You can’t be everything to everyone but you can be something to someone. I was so pleased when I found this quote from Drew Davis. It gets to the heart of what we are trying to do. What is our SOMETHING, and who is our SOMEONE? How do we make the leaps in our understanding of our data? How do we become customer centric, more effective and sustainable? Where do our customer insights come form? If not from the customer themselves. 1st party data is extremely valuable. There’s a range of opportunities where we collect it, Purchase history Website browsing Social interactions Email interactions Account history This data is great, but doesn’t tell us what motivates our audience. - - - - - - Andrew M. Davis Author, Brandscaping Start in the media business at a young age appearing in television commercials and voicing over radio spots for brands like Cadbury, Chevrolet, Six Flags, and McDonalds By middle school, he’d started his first business – a magic and marionette show for kids – while he performed in operas and musicals with stars like Dame Joan Sutherland and Dukes of Hazard star, John Schneider He was the production manager in the Muppet workshop for the Jim Henson company helping contribute to the success of television shows like Sesame Street and Bear in the Big Blue House, and films including Muppets From Space and Elmo in Grouchland He co-founded Tippingpoint Labs, where he worked on brands that sell everything from consumer products to subscriptions Andrew Davis’ inspirational, unconventional, and sometimes controversial concepts are a product of his diverse life and business experiences. His childhood acting career makes him a highly-engaging and entertaining speaker at trade shows, conferences and corporate events around the world. His television writing and producing contributed to his theories on how to build a relationship with a valuable audience through the generation of great content powered by exceptional talent. He honed his marketing and product development skills in the first dotcom boom which shaped his business-oriented approach to driving real revenue and results.
- This is where the 5 golden questions come into play. This is where we are seeking to truly understand and meet the needs of our audience. Culture Segments is a way of segmenting our audience, based on persona. It is a survey created by Morris Hargreaves McIntyre, and is considered the new international standard segmentation system for arts, culture and heritage organisations. This survey is designed to be a practical, accessible tool, where the results can be used across multiple applications. This survey is especially powerful for us because this is sector-specific, and based on people’s deep-seated cultural values and their beliefs about the role that culture plays in their lives. ---- Arts organisations all over Australia are using this tool, and Australia Council for the Arts have conducted a nation wide survey. It’s also powered by the robust, international Audience Atlas dataset.
- Now, there are eight unique #segments within the Culture Segments system: #Enrichment, #Entertainment, #Expression, #Perspective, #Stimulation, #Affirmation, #Release and #Essence. ----- The quiz results gives us a deep insight to understand our audience, as they are categories into one of these segments. From here we can, target people more accurately, engage them more deeply, and build lasting relationships. The algorithm that categories the users is, I’m sure, a closely guarded secret. The five golden questions themselves are based around drawing out there cultural values and their beliefs about the role that culture plays in their lives. Here’s an example of one of the questions….
- These are some of the key ways we apply our learnings. Model prospective audience through multiple channels Facebook look-a-like audiences Aid targeting through more relevant communication and key messages Develop Marketing List and segmentation It helps identify product bundling opportunities We can profile our customers against arts-attending population One of the challenges we face is getting our audience to complete the survey. With each new survey completed, our data becomes more actuate, and we can use our findings to better identify and talk to audiences we believe would best suit a show. This helps define our messaging, but it also helps our artistic programming team with the curatorial framework being delivered by QPAC each year.
- Let’s get practical. At the begin of a campaign, we look at an event, we apply our insights and create an initial prospect segment we believe would be the most interested. Here’s an example of an email designed and built for the Essence segment. So who are Essence? The Essence segment tends to be well-educated professionals who are highly-active cultural consumers and creators, they are leaders rather than followers. Confident in their own tastes, they will act spontaneously according to their mood and pay little attention to what others think. The communication and key messages based are based on the Culture Segment Essence. But the marketing list we built also included past ticket data, booked for a previous international series, previously purchased a ballet, interest in ballet and dance, as well as essence. So what do the results for this email look like…
- LETS COMPARE TO THIS EMAIL. Here we have targeted to the Stimulation segment, with messaging to appeal to this active group, which has a lot of product competing for their attention, and see if this offer to Win a Holiday to London would entice them. Again, the marketing list build extended beyond just Stimulation and it also included past ticket data and preference information.
- This continuous cycle of unifying our data, gaining insights and taking action resulted in us sending over 40 emails with unique messaging to targeted lists. We were able to exceed our ticket target of 18,000.
- We are just scraping the surface of the potential on this data, and it’s an ongoing focus and challenge for us. There is immense value for us to continue to invest our time and resources in asking these 5 golden questions. With the insights being utilized across the business, not just Marketing but also as part of commercial and artistic programming. To finish off I just wanted to leave you with this quote from one of our patrons who attended The Royal Ballet season at QPAC.
- “Technical perfection, raw compelling emotion; extraordinary in every aspect. “ The Royal Ballet, Woolf Works review Bronwyn (audience member)