January 18, 2008

Segmentation and Shakespeare

Interesting news release out of Stratford England—The Royal Shakespeare Company has developed a successful partnership with an American analytics firm to successfully segment their database to identify and engage different ticketing behavior.

DonorCast has been moving into the ticketing side of predicting modeling and this technique looks promising given adequate data (isn’t that always the case though…)

The Two-Step Cluster feature in SPSS is very powerful—our practice has only just touched the surface of application possibilities. This technique can be used as a finishing “sorting” of records, or can do a sort based on key variables pre-modeling (it can handle both categorical and continuous variables).

I will find some more relevant articles to share about clustering and segmentation techniques in the next edition. In the meantime, play around with this SPSS feature and consider how it might be applied in your work.

Advanced Analytics Move Centre Stage at the Royal Shakespeare Company

BUSINESS WIRE)--Analytics software from KXEN is helping boost audiences at Royal Shakespeare Company (RSC) productions in a pioneering arts marketing move. The initiative, an Accenture-led program to segment audiences, has seen a 50% rise in ticket buyers at RSC's Stratford-upon-Avon theatre, a more than 70% increase in regular attendees and significantly earlier sell-outs for London bookings.

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