Turning data into a lever for acquisition and engagement

With over a million annual visitors, MUCEM stands as a key cultural institution in Marseille (France).

Just one year after opening, it joined the ranks of the world's 50 most visited museums and became an iconic landmark welcoming locals and international tourists alike.

A data strategy serving audience knowledge and engagement

The challenge? To centralize and effectively leverage visitor data to refine its acquisition and engagement strategy while providing an enriched experience.

By implementing a data-driven strategy through Arenametrix, the museum has successfully enhanced its understanding of its audiences, personalized its communications, and optimized its marketing actions.

4 strategic priorities

1. Audience acquisition and expansion:
To reach visitors who may be interested in its cultural offerings, MUCEM has rented qualified contacts, selected according to specific criteria (location, interests, profile), and implemented a referral feature, allowing visitors to share museum updates with their network.

2. Identifying anonymous visitors:
To better understand them, MUCEM has set up a quick on-site qualification form, as well as an online questionnaire sent to buyers who do not have a customer account.

3. Data analysis and segmentation:
Arenametrix provides MUCEM with a precise view of its database, enabling it to track the evolution and quality of contacts (monitoring of collected info, analysis of engagement behaviors, etc.).

4. Personalizing the visitor journey:
By leveraging collected data, MUCEM tailors its communications to offer a more relevant experience, sending personalized recommendations based on specific criteria, and optimizing marketing pressure by adjusting its strategy.