Scottsdale Arts runs three different arts centers, the Scottsdale Center for the Performing Arts, the Scottsdale Museum of Contemporary Art, and Scottsdale Public Art. The three divisions offer very different content and experiences to patrons, which helps the organization attract people with a wide variety of interests and preferences. However, the sheer variety of experiences presented a challenge to the team because they needed to ensure that they were communicating offers that appealed to each patron’s specific interests. Scottsdale arts wanted to be able to use behavioral data (web browsing, past purchase, email activity) to segment their patrons according to each patron’s interests.
Scottsdale Arts needed a technology solution that would enable the team to track customer behavior, consolidate customer behavioral data, and segment based on different activities and behaviors. They also needed the platform to integrate with Tessitura and Wordfly so that they could leverage data from all touchpoints in the customer journey.
Find out how Scottsdale Arts used the Canopy Labs platform to track patrons’ behavior at every touchpoint. Discover how the Canopy Labs platform created profiles of patrons, enabling Scottsdale Arts to segment customers based on their behavior and interests. Learn about how Scottsdale Arts could understand and predict which offers each segment wanted, and the how the team could communicate the right offers and messages to every patron throughout every touchpoint in the customer journey.
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