Arenametrix and Pims have strengthened their ties by building a connection between their two solutions. Complementary, the two tools are used side by side by Juliette Fouasse, head of communication at Allo Floride.
Pims as a sales analysis and tracking solution, and Arenametrix as the tool for managing audience data. Juliette tells us more about how she uses the two solutions.
We like to describe ourselves as a house of artists. In the beginning, nine years ago, we were only a booking agency and producer: we looked after a catalogue of events that we sold directly to venues. We then developed a second activity by opening physical venues, first Ground Control, then le Sacré in Paris (formerly the Social Club) and le Dock B in Pantin. And we have a third activity in direct contact with artists: we are a label, a manager and a publisher. So our range is very wide: we can look after a single aspect of an artist's work, or offer full 360 support.
Yes. If we look at the contact data we hold in Arenametrix that comes from our Allo Floride Live activity, or at the profile of people who follow us on social media, we see the same audience type. A loyal audience, aged 15 to 35, slightly more male than female. But we also hold data on the label and management side, which is more professional contacts, with files of artists and more institutional partners.
Yes. I use Arenametrix for my booking activity but also for management and running the venues. The tool first helps me segment my data and then send targetedcommunication.
I shape my content through different types of newsletter: a corporate newsletter, for instance, that I send to partners, the press and the institutions I work with. On the data side, it is daily work, with contacts kept regularly up to date .
The individual audience side is the most interesting, because we have far more data there. I can build audience segments based on musical taste, for example. More recently I have adapted that targeting by building bridges between artists by affinity. When we have a Synapson, I go and find the audience of artists such as Fakear. I also use geographic targeting. We recently ran the « Baisers volés » festival in Saint-Malo, and Arenametrix let me target my entire Breton audience, across all past events.
I use Pims every day, for my booking and producing activity (Allo Floride Live). Pims is mainly how I do my sales counts and check where sales stand. I send updates every Tuesday and Friday to my partners and internally. When we look after an international artist's tour, for instance, I send their agent a sales update every Tuesday and Friday.
Now that the period of cancellations and postponements seems behind us, I would also like to use the Pims dashboard, which lets meanalyse the impact of my communication plan — outdoor advertising, street marketing, Facebook, web display with Klox and so on — on my sales curves. That is where the connection with Arenametrix becomes interesting, because I will be able to see directly on my Pims sales charts the impact of each marketing action, and of each newsletter sent from Arenametrix. One click will be enough to bring in my campaign data from Arenametrix.
The two tools really are completely different: Pims is first and foremost a sales counting tool and a way of tracking sales in real time , whereas Arenametrix is a relationshiptool, for managing data and formarketing activation.