Razor is working with Sydney Opera House on a customer database segmentation. This segmentation project is about dividing a customer base into distinctive and useful groups. The insights generated from such an exercise will lead to:
- More effective marketing and communications
- More effective acquisition of content e.g. shows, artists
Ultimately this could lead to a re-alignment of resources that create business efficiencies for Sydney Opera House such as:
- Ticketing channels
- Better use of media and partnerships
- Better ROI on marketing campaigns
- Better use of research
- Better predictions as to success of shows
The outcomes from this segmentation piece of work will assist Sydney Opera House to move towards a relationship based approach to marketing that is focused on delivering key messages about the range of offerings at Sydney Opera House to existing and new customers. Previous work undertaken by Razor with other clients has shown that this segmentation creates a richer and more long term relationship with visitors, patrons and customers.