14 Jul Cultural venues: what CRM indicators should be monitored to know your visitors and better target your communications?
what CRM indicators should be monitored to know your visitors and better target your communications?
Socio-demographic data, consumption data, contact data or behavioural data... The data that a visitor can leave on your various digital tools (ticketing, website, social media...) is colossal. Once this data is centralised in a CRM tool how do you sort it out?
In this article, we give you some advice on the indicators that are relevant to monitor for a cultural venue. But also some ideas of filters to use to segment your database and to imagine targeted campaigns. Because analysing data is good, but putting it to use in targeted communications is even better !
- Size and quality of your base (share of qualified contacts)
- Completeness rate of socio-demographic fields (age, origin)
- Loyalty and life cycle (loyalty, frequency, recency, renewal rate)
- Thematic consumption data
- Performance of your marketing campaigns and conversion tunnel
1. Size, quality and qualification of your database
You have 40,000 visitors in your database? Good for you! But out of these 40,000 people, what data do you have exactly? In the world of data, as elsewhere, it is not only the size that matters! The completeness of certain fields should be taken into account to judge the quality of a database.
Share of qualified contacts A qualified visitor is a contact about whom you have basic information and at least one contact information. Generally: a surname, a first name, and an email address. Let's go back to our previous example: will your database be usable if you only have 2,000 email records out of your 40,000 visitors?
To improve this share of qualified contacts, consider standardising the collection of emails at the time of ticket saleseven when the ticket is sold at the box office. Your ticketing agent can propose to subscribe to the newsletter, but you can also propose it to the visitor at a later stage, as part of a service email (on this subject, see our article "How to communicate with opt-out contacts in the context of a service email?”).
2. Completeness rate of socio-demographic fields
Among all the socio-demographic data you can collect on your visitors, two of them are particularly interesting: age and origin. This data can be collected when a ticket is sold or when a visitor subscribes to a newsletter. However, we advise you to keep your registration forms relatively short so as not to discourage the registration of new contacts.
You can qualify certain data at a later stage, for example by sending an email encouraging your contacts to complete their profile, or by setting up a competition that will allow you to qualify one or more additional fields such as date of birth or postcode.
The origin (postal code, city, country) is a particularly interesting indicator for targeted communications. Whether you are a Cultural venues (such as the Chateau de Chantilly, Océanopolis aquarium in Brest, or the Muséoparc d'Alésia) wishing to target a very specific tourist public or a museum in the Paris region (such as the Monnaie de Paris or the Maison Européenne de la photographie) wishing to inform certain visitors living in the vicinity of a temporary event (opening, performance, etc.), this information can prove very useful.
The notion of distance and therefore remoteness from the place is also interesting. It is thanks to this indicator that a certain number of museums were able to propose offers to a very local public during the Nuit des Musées 2021 (museums night) This could subsequently be interesting to exploit if the generalization of teleworking continues. A very local audience that used to visit museums only at weekends could perhaps be more available to visit during the week.
Age, through the date of birth, is also a fundamental indicator for all museums wishing to attract young visitors, through the implementation of a dedicated price offer or a specific subscription.
For all these fields, remember to regularly check the completeness rate (the proportion of contacts for which a data item is actually filled in) within your database and to consider qualification operations when necessary.
3. Audience retention and the visitor life cycle
The existence of consumption data in your CDM tool will allow you to know a little more about the loyalty of your visitors: is a contact only a prospect or a first-time buyer, an occasional buyer or a loyal buyer ?
The categorisation of a visitor as 'loyal' will depend on how a museum views loyalty and on intrinsic programming criteria (loyalty is not built in the same way when offering one exhibition per year or a variety of events). Some classic indicators can nevertheless be monitored to manage loyalty.
The number of orders in the last 36 months is an interesting indicator. In Arenametrix, the "Loyalty" filter allows you to bring up this notion in two clicks on your entire database. This filter can then allow you to set up communications towards your most loyal visitors in a relational reward logic (offer a ticket to any visitor who has bought "x" tickets in the last 12 months). Or consider an action aimed at up-selling through a subscription offer (offer a discount on the subscription to any contact who has made at least 3 visits in the last 18 months).
Recency should also be monitored. This is the number of days that have passed since the last ticket order. Do you have visitors that used to be loyal but who haven't visited you in the last 18 months? Consider sending them an ultra-personalised offer to keep them on the horizon.
The purchase timing is an interesting concept. It allows you to have an eye on the anticipation with which a visitor buys a ticket before coming. This period can vary according to the planning of your events and give you useful information on the anticipation with which you should imagine your communication actions.
If you offer subscriptions, there are other concepts related to this loyalty scheme that can be monitored. The renewal rate (or the churn) can be calculated by comparing your subscriber cohorts from one year to the next.
4. Thematic consumption data
Beyond purely statistical indicators such as recency, purchase timing or loyalty, it is interesting to analyse for what type of exhibitions or event your visitors came, in order to send them targeted information on the themes that interest them.
You can filter your audience by "event". One of your exhibitions worked particularly well last year and you are thinking of offering an improved version this year? Why not send a highly targeted email to the contacts who came last year?
In Arenametrix you can also set up "event types to group your programming by type of audience ("young audience" or "families" for example), by artistic genre ("classical", "contemporary creation"...) or by major social themes ("feminism", "immigration", "inclusion"...). This type of filter can help you to offer interesting information to an audience that is already concerned, but also to offer new genres to your audiences, in addition to what they already know. Because targeting your communications is not only about offering audiences what they are already interested in, it can also help them develop other interests.
If you sell derivativeproducts(reproductions, books...), you can also target people who have already bought this type of product, to offer them the new collection.
5. Performance of your marketing campaigns and conversion tunnel
If you send email campaigns, you already know the main indicators that need to be monitored to evaluate the performance of a campaign. The great classics are: deliverability rate, opening rate, click rate or reactivity rate (the reactivity rate is the number of people who clicked on an email among the number of people who received it).
But generally, it gets more complicated when we talk about conversion. If you know how many people opened your emails, do you know who actually bought a ticket online? Not sure. Online ticket sales for a museum are usually done on an online sales page offered by your ticketing system but separate from your website. This does not prevent conversion calculations, but it does require time and some technical skills.
The interest of a data-marketing tool is to bring up your emailing performance statistics and your sales statistics in the same place. If you send a transactional email pushing an offer for a particular exhibition, you can then determine in a few clicks your conversion tunnel and know exactly how many people bought tickets for the exhibition among all the people to whom you sent an email.
Better yet, track metrics such as "best time to open a campaign" and "best time to buy" to determine what day and time your mailings are most likely to engage your contact base.
Monitor these indicators with a tool that centralises your data
The monitoring of indicators CDP is only really possible with a solution that allows you to centralise the various data from your visitors (ticketing data, at the box office and online, shop data, sponsorship data, scattered Excel files, commercial data on sales to groups and communities, etc.), to analyse them easily and to use them directly in the same tool thanks to the sending of communication campaigns whose performance can be easily measured.
A tool that centralises your visitors' data, allows you to better target your audiences while evaluating the impact of your communication actions, that's exactly what Arenametrix offers. Don't hesitate to contact us to discover the many features of the tool during a demo!
Solène Jimenez
Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.
Sophia Baladi
Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.
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