29 June Museums: Segmenting your audiences to be closer to their needs
Segment your audiences to be as close as possible to their needs
We present our collaboration with La Cité de l'Architecture & du Patrimoine (Architecture and Heritage Museum). The musuem targets many different audiences with different expectations, knowledge and profiles, ranging from the novice tourist to the loyal resident, including architecture students and professionals looking for inspiration. Several supports used to host the data of these different targets It had to be centralised, organised and qualified in order to be able to communicate better with each of them, and to highlight the right offer to the right contact.
Julie Gelé, digital communication manager, presents their ambitions for the use of Arenametrix: « 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. »
Discover now the work done around the segmentation strategy of the Cité de l'Architecture & du Patrimoine.
Denys Vinson - Cité de l'architecture & du patrimoine
The Cité de l'architecture & du patrimoine is the largest architecture centre in the world, and the place of reference on the art of building and its challenges. Its mission is to promote French architecture and to help professionals and neophytes alike discover architectural heritage and contemporary creation.
The number of public segments identified.
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