46

Delvinia Case Study: Canadian Opera Company

Embed Size (px)

Citation preview

Page 1: Delvinia Case Study: Canadian Opera Company
Page 2: 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

Page 3: Delvinia Case Study: Canadian Opera Company

Our mission is to create experiences that enrich people’s lives.

The reason we exist.

Page 6: Delvinia Case Study: Canadian Opera Company

DESIGN DEVELOPMENT DEPLOYDISCOVERY

Digital Strategy Customer Experience Design

CustomerInsight

BusinessObjectives

Digital Experts

Page 7: Delvinia Case Study: Canadian Opera Company

&Firm.

A

Digital Strategy Customer Experience Design

Page 8: Delvinia Case Study: Canadian Opera Company

The Role of Analytics in Crafting the Digital Customer Experience

Page 9: Delvinia Case Study: Canadian Opera Company

Build an interactive digital experience

that inspires people to stay engaged

with opera, and is seamlessly

integrated with the COC brand.

Digital Vision

Page 10: Delvinia Case Study: Canadian Opera Company

1. Optimize the digital customer experience

2. Empower committed customers to share their passion

3. Build relationships and brand advocacy

Strategic Imperatives

Page 11: Delvinia Case Study: Canadian Opera Company

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

Page 12: Delvinia Case Study: Canadian Opera Company

Our Approach – Customer Insights

What are the digital habits and behaviours of theCOC’s customers?

Page 13: Delvinia Case Study: Canadian Opera Company

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

Page 14: Delvinia Case Study: Canadian Opera Company

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

Page 15: Delvinia Case Study: Canadian Opera Company

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

Page 16: Delvinia Case Study: Canadian Opera Company

COC customers are more engaged in specific online behaviours than the average Canadian.

Source: COC customer file, Delvinia Insight Engine, Delvinia analysis

COC Customers

Page 17: Delvinia Case Study: Canadian Opera Company

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

Page 18: Delvinia Case Study: Canadian Opera Company

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

Page 19: Delvinia Case Study: Canadian Opera Company

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

Page 20: Delvinia Case Study: Canadian Opera Company

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

Page 21: Delvinia Case Study: Canadian Opera Company

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.

Page 22: Delvinia Case Study: Canadian Opera Company

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

Page 23: Delvinia Case Study: Canadian Opera Company

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

Page 24: Delvinia Case Study: Canadian Opera Company

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

Page 25: Delvinia Case Study: Canadian Opera Company

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

Page 26: Delvinia Case Study: Canadian Opera Company

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.”

Page 27: Delvinia Case Study: Canadian Opera Company

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.”

Page 28: Delvinia Case Study: Canadian Opera Company

The Outcome

The Digital Opera Experience

Page 29: Delvinia Case Study: Canadian Opera Company
Page 30: Delvinia Case Study: Canadian Opera Company

Interactive Features

Page 31: Delvinia Case Study: Canadian Opera Company

Interactive Features

Page 32: Delvinia Case Study: Canadian Opera Company

Interactive Features

Page 33: Delvinia Case Study: Canadian Opera Company

Interactive Features

Page 34: Delvinia Case Study: Canadian Opera Company

Live Broadcast

Page 35: Delvinia Case Study: Canadian Opera Company

Live Webcast of Press Conference

Page 36: Delvinia Case Study: Canadian Opera Company

Digital Brochure and Subscription Renewal

Page 37: Delvinia Case Study: Canadian Opera Company

eOpera Chorus – Online Panel

Page 38: Delvinia Case Study: Canadian Opera Company

Results

Page 39: Delvinia Case Study: Canadian Opera Company

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

Page 40: Delvinia Case Study: Canadian Opera Company

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%

Page 41: Delvinia Case Study: Canadian Opera Company

Since then…

• Social Media Strategy – Social Media Readiness Tool• Website Refresh – Google Analytics• Live and On-demand event broadcasting

Page 42: Delvinia Case Study: Canadian Opera Company

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

Page 43: Delvinia Case Study: Canadian Opera Company

• 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

Page 44: Delvinia Case Study: Canadian Opera Company

Scores by Department

Company Avg.

Page 45: Delvinia Case Study: Canadian Opera Company

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

Page 46: Delvinia Case Study: Canadian Opera Company

Thanks. Adam Froman, [email protected] ext 222

Follow me on twitter@adamfroman

Linked in: Linkedin.com/in/adamfroman