You can’t go past behavioural segmentation to develop audiences
2 July, 2012 at 4:35 pm Tim Roberts ARTS Australia Leave a comment
Marc van Bree in his blog Dutch Perspective explores Marketing Automation in Performing Arts .
Marc refers to Joseph Jaffe’s book Flip The Funnel which explores customer experience and focusses on customer acquisition, growth and retention.
It is an interesting discussion of systematically developing the oft-forgotten “Tryers” and “Unconverted Trialists” in your customer database using automated techniques.
I am encouraged by the focus on segmentation and in this instance a structured approach to behavioural segmentation.
However he does include a useful warning at the end.
“The point is also not to completely automate all your marketing, push a button and sit back. There should always be room for flexibility.“
Entry filed under: Arts Marketing, audience development, Case Studies, CRM, Data Mining, Loyalty, Segmentation. Tags: Arts Marketing, audience development, case study, CRM.
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