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Delvinia Case Study: Canadian Opera Company
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2. Data Products + Services Online Consumer Research Community Data Collection Services (Full Service) Data Collection Products (UX, Media) Data Related Products (Gen5) Thought Leadership Reports White Papers Experimentation Innovation / R&D Digital Consulting Services Client Strategy Customer Insight Customer Experience Design
3. The reason we exist. Our mission is to create experiences that enrich people’s lives.
4. analytics & insights Services Tools Qualitative Research Quantitative Research Online Panel Management Web Analytics Social Media Monitoring Delvinia Digital MOSAIC Delvinia Digital Canadians AskingMedia Data Tools Customer Experience Design
5. analytics & insights Services Tools Qualitative Research Quantitative Research Online Panel Management Web Analytics Social Media Monitoring Delvinia Digital MOSAIC Delvinia Digital Canadians AskingMedia Data Tools Digital Strategy Customer Experience Design Customer Insight Digital Experts Business Objectives
6. Digital Strategy Customer Experience Design DEPLOY DESIGN DEVELOPMENT DISCOVERY Customer Insight Digital Experts Business Objectives
7. A & Digital Strategy Customer Experience Design Firm.
8. The Role of Analytics in Crafting the Digital Customer Experience
9. Digital Vision Build an interactive digital experience that inspires people to stay engaged with opera, and is seamlessly integrated with the COC brand.
10. Strategic Imperatives Optimize the digital customer experience Empower committed customers to share their passion Build relationships and brand advocacy
11. 4.Advocate 3.Commit 2.Engage Digital Strategy Via COC.ca Via Elsewhere(Offline, External Websites) Committed Donors + Subscribers 1.Migrate Single Ticket Buyers Non Committed
12. Our Approach – Customer Insights What are the digital habits and behaviours of the COC’s customers?
13. COC.ca Elsewhere COC Customer Groups 8,414 2,254 Donors + 750 2,023 Subscribers Only 17,793 4,031 Single Ticket Buyers 576 6,400 No Transaction² 7,611 34,630 TOTAL The COC Customer File 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.
14. COC Customers 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
15. 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
16. COC Customers COC customers are more engaged in specific online behaviours than the average Canadian. Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
17. COC Customers Despite this, we discovered that less than 20% of COC customers were transacting with the COC via COC.ca. n=35,265 Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
18. 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
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20. More engaged in the Arts and donate more to charity than the average Canadian.
21. COC customers are more digitally inclined than the average Canadian.
22. However, less than 20% of COC customers were currently transacting with the COC via COC.ca.
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24. Delvinia Digital MOSAIC Ownership 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. F R P C K G N O H I Q Social Usage B J D L S A E M T
25. Delvinia Digital MOSAIC Technology Ownership Groups fall within one of four clusters: Social Users Average Users The Time-Starved Lagging Social Average Social Usage Time-Starved Lagging
26. P B I A C R N Q G F K D Total Canada Total COC COC customers over-index in specific Digital Segments vs. the Canadian population. Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
27. COC’s Digital MOSAIC Segments Almost 85% 15% 1% Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
28. COC’s Top 7 Digital MOSAIC Segments Ownership of Technology 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. F N K G Q Social Usage of Technology D A
31. Value of technology: save time and remain“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.”
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33. They will pay more for items that save them time.“I would like to see more stories on performers, costume and set design ... part of the supporting framework for actual performances.”
