Customer Behavior Analysis
The best way to understand and motivate your customers is through a deep understanding of their buying behavior. JCA Arts Marketing digs deeper than you thought possible, by analyzing multiple years of customer transactional data. You'll have a clearer picture of your ticket buyers and donors across a number of dimensions, including:
- Last purchase
- Attendance frequency
- Average price paid
- Time between purchase and attendance
- Number of donations
- Average donation
- Number of years of activity, and more.
Our clients use Customer Behavior Analysis to understand existing patron behavior and to predict how patrons might behave in the near future. The result? More insightful and effective marketing campaigns.
Patron Value Analysis
Patron Value Analysis is a ranking of customer value based on three key measures: recency, frequency, and value (total spend on tickets and donations), which is then segmented by single ticket buyers, multi-ticket buyers, subscribers and donors. The ranking is then added to the patron's record in the CRM system, which allows marketers to tailor messages to specific patron segments. Examples: single ticket buyers who have not attended in the past six months, have seen three musicals in the last two seasons, and are the top 50 percent of patron value; subscribers who have not donated and are among the top 25 percent of patron value.
CRM Readiness Assessments
What customer experience does your organization want to offer your patrons? Through a forthright and collaborative analysis of your platform, processes and people, we help you develop a roadmap to instill a CRM culture within your organization. You'll consider the complete customer experience - from the moment a patron becomes aware of your organization to leaving the garage after a performance.
Our CRM Readiness Assessments include a CRM/customer experience workshop, an analysis of your current approach to the customer experience, and a look at how to use data to enhance and elevate the patron experience.
Arts marketers generally approach customer segmentation in three ways:
- Demographic (age, income, ethnicity) where data is mostly derived and purchased from outside sources.
- Attitudinal, derived from primary research and usually based on a segment's feelings towards the institution and/or its programming (e.g. classic opera buffs, cross-genre, family programming, "the edgier the better"). This data is mostly about what patrons say they want or will do.
- Transactional, where data is taken directly from a CRM system and used to evaluate patron behavior over time, similar to Customer Behavior Analysis. Transactional segmentation is based on what patrons actually do (e.g. multi-buyers who have attended three times over the last four seasons; subscribers who downgraded to a flex pass; patrons who paid well above average price and bought their ticket the week of the performance; subscribers who do not donate; donor who do not attend, and more).
JCA Arts Marketing uses transactional data, in conjunction with attitudinal and demographic data when available, to develop segmentation strategies, and to make recommendations on contact strategy and messaging. We also write back the patron segmentation assignments to the organization's CRM system.
The Segmentation Engine is a new web application that allows users to easily and quickly create a sophisticated audience, visitor, or donor segmentation, improving the accuracy of communications and the effectiveness of CRM strategy. The Segmentation Engine includes five attendance variables, three ticket value variables, and five donation variables, all of which can be used in combination to measure the value of each patron in your database. Marketing, ticketing and development professionals use the Segmentation Engine to automatically create sophisticated customer segmentations and generate a higher marketing ROI from improved response rates and reduced costs. Co-developed with Baker Richards.
Revenue Management Application (RMA)
The Revenue Management Application (RMA), jointly developed by JCA and UK-based Baker Richards, is the first and only integrated pricing application that gives arts organizations real-time insights into revenue forecasting, pricing strategy, and dynamic pricing. JCA Arts Marketing helps organizations leverage their Tessitura data with the RMA to increase earned income.
How we work with you
JCA Arts Marketing prides itself on our longstanding, collaborative client relationships. Our work is customized to match our clients' needs - we avoid a "cookie-cutter" approach. Our clients appreciate a working relationship where projects are done "with" them, not "to" them, where our recommendations are part of decision making they own. It's your success that matters, not ours.
We let our work speak for us, and are happy to put you in touch with some of our clients to give you more information on what it's like to collaborate with JCA Arts Marketing.
To grow your organization, talk to JCA Arts Marketing.