Culturespaces: 10 cultural sites managed with marketing automation

Since its founding in 1990 by Bruno Monnier, Culturespaces has become France’s leading private operator of cultural sites, managing museums, monuments, and art centers both in France and abroad. With over 4 million annual visitors and iconic venues such as Paris’ Atelier des Lumières, Culturespaces has emerged as a key player in the field of immersive digital exhibitions.

One marketer, ten sites, hundreds of data points

With a dozen cultural venues with very different profiles and millions of visitors each year, Culturespaces collects a large volume of data from multiple sources, including online ticketing, forms, satisfaction surveys, Wi-Fi connections, and more.

But without the right tools, team, or time, much of this data remained untapped, making it difficult to personalize engagement across all sites. It was therefore essential for Culturespaces to equip itself with a centralized and intuitive solution that would enable it to:

• Build a clearer picture of visitor profiles across sites;
• Tailor the visitor experience to match expectations and behaviors;
• Automate consent management for contacts, thereby ensuring GDPR compliance;
• Improve efficiency and reactivity in marketing communications.

This was all achieved thanks to Arenametrix's Marketing Automation module, which allows the creation of automated actions triggered by specific contact behaviors such as making a purchase, visiting a site, or filling out a form.

What's been implemented

→ Seamless integration with Culturespaces’ existing systems: Arenametrix connects directly with each venue’s website and ticketing platform, automatically pulling in the data needed for marketing automation on a daily basis.

→ Tailored automated campaigns: Drawing on the expertise of Arenametrix and collaborative workshops, three priority themes were identified. The first automated journeys were created with the support of the account manager and enable the right messages to be sent to the right contacts at the right time: immediately after the visit, six months after the last purchase, and three years after the last click.

Three strategic use cases for improved relationships

1️⃣ Visit support : Pre- and post-visit emails help prepare visitors for their cultural experience and extend engagement after they’ve left the venue.

2️⃣ Automated prospecting : prospects receive timely follow-ups after initial outreach, ensuring no opportunity is lost.

3️⃣  Re-engagement and GDPR compliance : to stay compliant and keep mailing lists clean, Culturespaces launched a reactivation flow for inactive contacts:

• Two reminder emails, spaced over time, highlight the value of staying subscribed to the newsletter while making it easy to opt out.
• A final confirmation email gives contacts one last chance to stay subscribed. If there’s no response, they’re automatically removed from the list.