Cité de l'architecture et du patrimoine

Segment your audience to better understand and meet their needs

Find out how the Cité de l'architecture et du patrimoine is getting closer to its audiences by centralizing and finely segmenting its contacts.

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Located inside the well-known Palais de Chaillot on the Place du Trocadéro (Paris). La Cité de l’architecture & du patrimoine is the biggest architectural center in the world and the place of reference for the art of building and its challenges. It aims to promote French architecture and to introduce its heritage as well as contemporary creation to professionals and neophytes. 

Better understand your audience to offer them an enriched experience

La Cité de l’architecture & du patrimoine has several missions. It is aimed at a wide range of audiences with different expectations and knowledge. Profiles vary from novice tourists to loyal residents including architecture students and professional looking for inspiration.

Several supports were used with these targets. It needed to be centralised, organised and sorted to be able to better communicate with everyone. Sending the right offer to the right contact. 

As it communicates with various targets, la Cité de l’architecture & du patrimoine needed a central and simple solution that can be used by all its teams and relevant for its whole audience. It was imperative to be able to:

  • Centralise its data to get a 360° vision of its contacts;
  • Segment and sort the data to better know the audience;
  • Develop and qualify its database in B2B or B2C;
  • Personalise and adapt its marketing communications;
  • Implement various roles adapted to each of its users.

What we've done

→ Connecting to the data sources: Arenametrix connected to the ticketing systems (Ressource and Eventbrite) to automatically integrate every day the client’s data. These connections enabled to enrich contact knowledge and centralise the information on a unique file.

→ Contact segmentation: Thanks to Arenametrix filters, la Cité was able to identify and analyse each of its visitors segment, whether it is individuals or businesses. It can easily mobilise these segments to send personalised communications.

→ Creating a variety of user roles: Thanks to a catalog with +100 permissions, the Cité created personalised profiles in Arenametrix. Adapted to the needs and usage of each user. Thus, no handling errors, la Cité intends to offer to its teams a simple and relevant CRM tool useful for their missions.

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Citation ou témoignage du client

Arenametrix help us to better segment, better know and better communicate with our audience whether they are individual or professional. We plan to continue implementing the tool internally and setting up a preference center to better meet the expectations of our visitor. Ultimately, we could automate most of our communications thanks to Arenametrix.

Mélanie Louche, Audience development manager, and Julie Gelé, Digital communication manager
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