By Accenture

Success stories for analytic capabilities aren’t just for large corporations. Despite its global reputation for excellence, the Royal Shakespeare Company (RSC) realized that it needed to reach a much broader and more diverse audience, while retaining its core, loyal customers. If it better understood its audience, it could use this information to help plan productions and target its marketing efforts more effectively.

RSC began by loading more than seven years’ worth of ticket-buying data into systems. The data set comprised more than two million patron entries that included names, addresses, shows attended and price paid for tickets. Using data processing technology, RSC created a new RSC audience database that could be easily and quickly segmented based on customer behavior.

Based on the new analytical capabilities, the RSC marketing team produced a series of targeted mailings and initiatives that have increased the core audience base by 30 percent, the number of audience members in the Stratford family show segment increased by more than 20 percent, and pre-season targeted mailings for London audiences sold out significantly earlier than previously.
By meeting its commercial targets faster and earlier in the season, the RSC is able to concentrate its efforts on filling capacity and building a loyal customer base for years to come.

This article was contributed by Accenture Korea.