Customer Segmentation

Hi Kyle,

I know The Old Vic used them for a while, perhaps Hannah Basford you wouldn't mind sharing your experience with Kyle, or putting him in touch with Suzy?

I also know that The Globe made good use of MHM, but not just for segmentation.

Hope that's helpful!

Hi Kyle

Nottingham Playhouse worked with MHM on branding work and I'd happily recommend them from a consultancy point of view. I know Liverpool Everyman & Playhouse use Culture Segments, so it would be worth reaching out to them - Sarah Ogle may be able to help.

Thanks

Jo

I've sent you an email, Kyle!

Hey,

We use this. I've been involved throughout, from set up, to how we use it now we're a couple of years in and have a decent number of our database segmented. Happy to chat about it (maybe next week?) or send you some info on how it's all gone. 

Great topic. There's a project over here in Denmark to do a large scale segmentation across theatres, and I'd be interested to learn about how the system is working out for users in the UK. 

I'm a bit critical of it - is it actionable enough? We rely more on actual usage and preference for segmentation. But am happy to be convinced otherwise.

Would love to hear your thoughts,

We use it, and have tag tool integrated into Tess.

We need to grow our data in Tess, but it's already really useful for our target segments (Stimulation in particular, but we have an existing large base of Essence who we want to retain). We use the data to define copy and content (currently written to Stimulation audiences, but known Essence constituents get much simpler communications, for example), and to track their changes in attendance across productions.

We're also looking at if we can use lookalike audiences on paid social ads based on our known Stimulation audience to target a new one who doesn't currently attend.

Hi Kyle

Yes we use it. We're having another push on upping our tagged data at the moment as we've still only a few tagged but we've been having some successful small experiments. If anything Culture Segments is useful to drive internal conversations (especially with our AD) around activity and I would say gives us more confidence to be creative with purpose.

Happy to chat if it helps!

Sx

Hi Kyle, we use MHM culture segments and have started to use it for shaping copy. We have plans for TagTool but are still fairly new in our Tessitura journey so it's on the roadmap. Went to an event in London last year and saw presentations from Globe, and Royal Northern College of Music presented at the conference so Rog Hildreth definitely a good person to chat to!

Hi Kyle,

We use it at the Philharmonia and I'm happy to chat about it if that's useful.

Cheers,
Tim

Hi Everyone, 

Thank you so much for all your responses and advice. I would love to talk to you all and hear about your experiences. I'll be in touch to arrange a chat. 

As I said, we're still in the very early stages of it here and its only been the Campaigns team that have looked at it so far. 

Thank you! 

Kyle