Delvinia Case Study: Canadian Opera Company
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Transcript of Delvinia Case Study: Canadian Opera Company
Data Products + ServicesOnline Consumer Research Community
Data Collection Services (Full Service)Data Collection Products (UX, Media)
Data Related Products (Gen5)
Digital Consulting ServicesClient StrategyCustomer InsightCustomer Experience Design
Thought LeadershipReports
White PapersExperimentationInnovation / R&D
Our mission is to create experiences that enrich people’s lives.
The reason we exist.
Customer Experience Design
Qualitative Research
Quantitative Research
Online Panel Management
Web Analytics
Social Media Monitoring
Delvinia Digital MOSAIC
Delvinia Digital Canadians
AskingMedia Data Tools
analytics & insightsTools Services
CustomerInsight
BusinessObjectives
Digital Experts
Customer Experience Design
Qualitative Research
Quantitative Research
Online Panel Management
Web Analytics
Social Media Monitoring
Delvinia Digital MOSAIC
Delvinia Digital Canadians
AskingMedia Data Tools
analytics & insightsTools Services
Digital Strategy
DESIGN DEVELOPMENT DEPLOYDISCOVERY
Digital Strategy Customer Experience Design
CustomerInsight
BusinessObjectives
Digital Experts
&Firm.
A
Digital Strategy Customer Experience Design
The Role of Analytics in Crafting the Digital Customer Experience
Build an interactive digital experience
that inspires people to stay engaged
with opera, and is seamlessly
integrated with the COC brand.
Digital Vision
1. Optimize the digital customer experience
2. Empower committed customers to share their passion
3. Build relationships and brand advocacy
Strategic Imperatives
Via COC.caVia Elsewhere(Offline, External Websites)
Single Ticket Buyers
Subscribers
Donors +
Non Committed
Committed
2.Engage
3.Commit
4.Advocate
1.Migrate
Digital Strategy
Our Approach – Customer Insights
What are the digital habits and behaviours of theCOC’s customers?
Total Canadian¹ COC File = 35,265 records
¹ Customers who did not have Canadian residential postal codes were excluded.
² Canadian customers who did not transact (donate, subscribe or purchase a single ticket) with the COC were excluded.
5766,400No Transaction²
7,61134,630TOTAL
COC.caElsewhereCOC Customer Groups
17,793
2,023
8,414
4,031Single Ticket Buyers
Subscribers Only
2,254Donors +
750
The COC Customer File
Over 60% of COC customers reside in the GTA¹, while almost 30% are elsewhere in Ontario.
¹ The GTA is defined as all “M” postal codes.Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
60.6%
28.9%
3.1%3.9%
3.6%Toronto GTA
Elsewhere in Ontario
Elsewhere in Canada
Outside of Canada
Unknown
COC Customers
COC customers have faster internet connectivity and are online more frequently than the average Canadian.
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
COC Customers
COC customers are more engaged in specific online behaviours than the average Canadian.
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
COC Customers
Despite this, we discovered that less than 20% of COC customers were transacting with the COC via COC.ca.
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
n=35,265
COC Customers
Online activities of COC.ca vs. Elsewhere do not indicate any reason for the difference in their COC transactional behaviour.
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
COC Customers
Not all made up of the over 65+ crowd.
More engaged in the Arts and donate more to charity than the average Canadian.
COC customers are more digitally inclined than the average Canadian.
However, less than 20% of COC customers were currently transacting with the COC via COC.ca.
No behavioural differences between those who transact online and those who do not.
Customer Insight
Delvinia Digital Mosaic: Digital Segmentation ToolA Loaded & Overloaded Families
B Western Prosperous & Practical
C Young Technophile Families
D Dot Conservative Families
E Urban French Unplugged
F Multicultural Cyber Socials
G Young City Clickers
H Social-e-Inclined Families
I Rural Ontario Low Techs
J E-tired Empty Nesters
K Single Metrotechs
L Semi-Wired on the Prairies
M Rural Quebec Not Coms
N Ethnic Tech-Enthusiasts
O Mature East Coast Surfers
P Small Town Digital Dreamers
Q Mature and Net Neutral
R Young Aspiring Social Surfers
S Mature Small Town Techno Pas
T Young Quebec Tech-Novices
Delvinia Digital MOSAIC
Ownership
Soci
al U
sag
e
FR O
H P
E S T M
I J L B
A
DQ
C K GN
The Delvinia Digital Mosaic is a segmentation of the Canadian population based on people’s OWNERSHIP and social USAGE of technologies, in addition to their demographics and life stage.
Every Canadian postal code falls into one of 20 groups (or segments) based on their digital behaviour.
Plotting the groups on a 2x2 grid allows quick and easy relative comparison between all 20 groups.
Delvinia Digital MOSAIC
Technology Ownership
Soci
al U
sag
e
Social
Average
Lagging Time-Starved
Groups fall within one of four clusters:
1. Social Users
2. Average Users
3. The Time-Starved
4. Lagging
COC customers over-index in specific Digital Segments vs. the Canadian population.
Total Canada
20.3%
19.3%
13.1%
11.3%
8.6%
7.0%
4.7%
3.5%
3.3%
3.2%2.3% 1.4%1.0% 0.1%
Total COC
D
G
A
K
F
Q
N
R
CI
B P
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
0.0%
0.0%
0.1%
0.1%
0.2%
0.2%
0.3%
1.0%
1.4%
2.3%
3.2%
3.3%
3.5%
4.7%
7.0%
8.6%
11.3%
13.1%
19.3%
20.3%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Semi-Wired on the Prairies
Rural Quebec Not Coms
Mature Small Town Techno Pas
Social e-Inclined Family
Mature East Coast Surfers
Urban French Unplugged
Young Quebec Tech-Novices
Small Town Digital Dreamers
E-tired Empty Nesters
Western Prosperous & Practical
Rural Ontario Low Techs
Young Technophile Family
Young Aspiring Social Surfers
Ethnic Tech-Enthusiasts
Mature and Net Neutral
Multicultural Cyber Socials
Single Metrotech
Dot Conservative Families
Young City Clickers
Loaded and Overloaded Families
COC’s Digital MOSAIC Segments
Almost 85%
15%
1%
LEGEND
Key Customer
Secondary Customer
Low Potential
Off Strategy
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
COC’s Top 7 Digital MOSAIC Segments
Ownership of Technology
Socia
l U
sag
e o
f Te
ch
nolo
gy
F
A
DQ
K GN
Of the COC’s top 7 Digital MOSAIC segments, the majority are tech savvy and use technology for social interaction; however the largest segment, although tech savvy, uses technology primarily to save time.
LEGEND
Key Customer
Secondary Customer
LOADED & OVERLOADED FAMILIES• Time-starved• Own every possible digital device• Value of technology: save time and remain
COC Customer Profile
“Make it easier to determine how many seats are left for a performance, where they are located, and what they cost.”
“I like the email pushes. It saves time to get useful info/reminders, etc. delivered
direct to your desktop.”
CITY CLICKERS• Heavy users of technology for both
social and work purposes.
• They will pay more for items that save them time.
COC Customer Profile
“I would like to see more stories on performers, costume and set
design ... part of the supporting framework for actual performances.”
The Outcome
The Digital Opera Experience
Interactive Features
Interactive Features
Interactive Features
Interactive Features
Live Broadcast
Live Webcast of Press Conference
Digital Brochure and Subscription Renewal
eOpera Chorus – Online Panel
Results
ONLINE TICKET PURCHASES
August 2009 October 2009-10%
0%
10%
20%
30%
40%
50%
60%
35%
47%
% of Total Sales
August 2009 October 20090%
10%
20%
30%
40%
50%
60%
45%
52%
% of Total Transactions
COC’s Digital MOSAIC Segments – online subscribers 2010
Almost 90%
Almost 10%
1%
LEGEND
Key Customer
Secondary Customer
Low Potential
Off Strategy
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
Semi-Wired on the Prairies
Social-e-Inclined Families
Rural Quebec Not Coms
Mature Small Town Techno Pas
Urban French Unplugged
Mature East Coast Surfers
Young Quebec Tech-Novices
Small Town Digital Dreamers
E-tired Empty Nesters
Western Prosperous & Practical
Rural Ontario Low Techs
Young Aspiring Social Surfers
Mature and Net Neutral
Young Technophile Families
Ethnic Tech-Enthusiasts
Multicultural Cyber Socials
Dot Conservative Families
Single Metrotechs
Loaded & Overloaded Families
City Clickers
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
0.0%
0.1%
0.1%
0.1%
0.2%
0.2%
0.3%
0.9%
1.3%
2.2%
2.2%
3.3%
4.2%
5.0%
5.2%
10.4%
10.6%
15.6%
18.6%
19.7%
Since then…
• Social Media Strategy – Social Media Readiness Tool• Website Refresh – Google Analytics• Live and On-demand event broadcasting
Methodology Details
Overall Score/100
Customer Score (50%)Company Score (50%)
Senior Management Score (60%)
Other Employee Score (40%)
Most Valuable Customer Score
(60%)
Other Customer Score (40%)
1879 customers surveyed• 355 Most Valued Customers• 1524 Other
289 employees surveyed• 276 Other Employees• 13 Senior Management
• The COC as an organization is 8% more ready to develop and manage a social media strategy than their customers are ready to embrace one.
Company vs. Customer Score
In-line, grow over time
Scores by Department
Company Avg.
Top Scoring Employeesrespid department Segment Awareness Usage Attitude FinalScore403 Chorus--Contract OE 92.9 77.6 82.9 82.8121 FSCPA OE 71.4 76.5 90.8 81.2190 Patron Services, Part Time OE 92.9 45.9 103.9 78.5171 Telemarketing, Part-Time OE 85.7 54.1 96.1 77.263 Development Department OE 100.0 70.6 71.7 76.916394 Box office OE 92.9 63.5 77.6 75.010 Communications Department OE 64.3 56.5 96.1 73.9430 Assistant Directors--Contract OE 71.4 49.4 96.1 72.513 Communications Department OE 71.4 51.8 93.4 72.48 Communications Department OE 100.0 51.8 77.6 71.8189 Patron Services, Part Time OE 50.0 75.3 78.9 71.756 Development Department OE 71.4 64.7 75.7 70.419 Communications Department OE 85.7 58.8 73.7 70.1167 Telemarketing, Part-Time OE 85.7 58.8 73.7 70.117 Communications Department OE 64.3 58.8 84.2 70.1199 Patron Services, Part Time OE 71.4 67.1 71.7 69.867 Development Department OE 57.1 54.1 91.4 69.761 Development Department OE 57.1 60.0 82.9 68.6230 Patron Services, Part Time OE 78.6 50.6 80.9 68.3
Thanks. Adam Froman, [email protected] ext 222
Follow me on twitter@adamfroman
Linked in: Linkedin.com/in/adamfroman