November 21, 2023

Getting to know and expand the audience of a concert hall

How can data-driven decisions help in building an audience beyond committed melomaniacs?

Getting to know and expand the audience of a concert hall

At a glance

Challenge

Many concert halls face challenges engaging a fragmented and demanding audience, including our client—a renowned venue with a loyal but limited fanbase. While popular events attracted many one-time visitors, retention was low. Our assessment focused on leveraging a decade of transactional data to better understand the audience and explore how data-driven strategies could broaden engagement beyond dedicated music enthusiasts.

Solution

We segmented the customer base by frequency and preferences, from devoted concertgoers to disengaged passers-by, uncovering insights into the customer journey. This revealed the opportunity to implement a Next Best Action (NBA) engine to deliver tailored offers at optimal times, such as encouraging a second visit within three months to boost retention. The engine also identified cross-selling and churn prevention opportunities. Beyond targeted campaigns, we laid the foundation for dynamic event pricing, adjusting to ticket sales trends, and analytics-driven repertoire planning, predicting event attractiveness.

Results

Our main deliverable was a comprehensive diagnosis of marketing practices, highlighting key client behavior patterns and three major improvement opportunities. We provided an actionable roadmap to expand the client base, addressing the untapped potential as less than 10% of annual visitors were regular attendees. Alongside a static report, we deployed a dynamic dashboard with key marketing and customer metrics, enabling the client’s team to independently explore the analysis results

Challenge

Many concert halls face challenges engaging a fragmented and demanding audience, including our client—a renowned venue with a loyal but limited fanbase. While popular events attracted many one-time visitors, retention was low. Our assessment focused on leveraging a decade of transactional data to better understand the audience and explore how data-driven strategies could broaden engagement beyond dedicated music enthusiasts.

Approach

Solution

We segmented the customer base by frequency and preferences, from devoted concertgoers to disengaged passers-by, uncovering insights into the customer journey. This revealed the opportunity to implement a Next Best Action (NBA) engine to deliver tailored offers at optimal times, such as encouraging a second visit within three months to boost retention. The engine also identified cross-selling and churn prevention opportunities. Beyond targeted campaigns, we laid the foundation for dynamic event pricing, adjusting to ticket sales trends, and analytics-driven repertoire planning, predicting event attractiveness.

Results

Our main deliverable was a comprehensive diagnosis of marketing practices, highlighting key client behavior patterns and three major improvement opportunities. We provided an actionable roadmap to expand the client base, addressing the untapped potential as less than 10% of annual visitors were regular attendees. Alongside a static report, we deployed a dynamic dashboard with key marketing and customer metrics, enabling the client’s team to independently explore the analysis results

Our
AI-generated
summary

Our AI-generated summary

Our AI-generated summary

Most concert halls are currently struggling to engage with an increasingly demanding and fragmented audience. Such was the context of our client, a reputable venue with a loyal but narrow fanbase. One-time visitors were aplenty in the more attractive events, but retention rates were low.

Our short assessment aimed at improving the knowledge about the audience, taking advantage of vast transactional data from a decade of diversified events.

How could data-driven decisions help in expanding the audience beyond committed melomaniacs?

We started by segmenting the customer base according to frequency and preferences, from devoted concertgoers, passionate about classical music, to disengaged passers-by. This helped us grasp the customer journey, unveiling a big opportunity: launching a NBA (Next Best Action) engine, to target the right offer or suggestion to the right customer, at the right moment. For instance, the engine would realize that a second visit should be encouraged less than three months before the first one, as this stimulates retention.

Additionally, chances to cross-sell and prevent churn would be uncovered. But targeted campaigning was only a part of the solution.

Our AI-generated summary

Our AI-generated summary

Our key deliverable was a thorough diagnosis of marketing practices, from an analytical standpoint. Besides uncovering key patterns of client behavior, we pinpointed several practical routes for improvement, consolidated in the three major opportunities mentioned above.

Furthermore, we prioritized such routes in an actionable roadmap aiming at expanding the client base, a massive prospect since only less than 10% of the venue’s annual visitors were regular attenders.

Besides the static report, we also deployed a dynamic dashboard with key marketing and customer-related metrics, allowing the concert hall’s internal team to autonomously explore the results of our analysis.

We also prepared the ground for two other relevant opportunities: dynamic event pricing, responsive to the evolution of ticket sales, and analytical-driven support to the definition of the repertoire, by anticipating the attractiveness of a given potential event.

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