Audience journeys & data

Rob Halkyard, Head of Membership & Audience Engagement, Tate

Overview

• About Membership at Tate• Segmentation & data at Tate - iterative development

• Our first data segmentation (within Membership)• Our second data segmentation (Membership +)

• Strategic context• Growing importance of Membership• Thinking differently about our audience• Thinking differently about the team that delivers it• 2 overall priorities

• Focus on the journey• The future (full scale, strategic & actionable CRM)• Questions and discussion

Tate Members

Tate Members

Tate

• 4 Museums (Tate Modern, Tate Britain, Tate St Ives & Tate Liverpool

• c7.5m visitors (c1.5m paid exhibitions)

Tate Members

• c115,000 Members (Memberships, c235,000 individuals)

• Turnover c£11m (largest self generated source of revenue)

• High satisfaction & high renewals

• High additional spend

• Traditionally low philanthropy

• High performing product

Segmentation & data at Tate

The original segmentation model

Overview

• Recency, frequency, value model based on Membership data

• A ‘likelihood to lapse’ model

• Significant benefit for retention strategy

Challenges

• Only based on Membership data

• Reactive, only told us likelihood to lapse

• Not dynamic

• Strategic overview, limited tactical applications

The second segmentation model

Overview

• Addressed recency, frequency, value as the first model

• Brought in other data sets (e-commerce, events, philanthropy, wealth screening, e-mail engagement)

• Learnt things we weren’t expecting

• Has driven successful tactical campaigns (major donors, legacies, welcome & shop spend)

Challenges

• Still not dynamic

• Still strategic, better tactical application but not as good as we would like

NURSERY

QUESTION MARKS

HIGH HOPES

B1 SOCIAL

EVENTERS B2 FAMILIAR

FACES

ENGAGED STARS

Engagement

Recognising potential: cross-selling

Encouraging philanthropy

Recognising potential: upselling

Patron – invite to taster event

Legacy – invite to afternoon tea and

tour

Reactivating lapsers

Phase 1 – calendar of future exhibitions

Phase 2- email

Phase 3 - postcard

Phase 4 email

£xx,000

Strategic context

Strategic context of Members

• Pressure to grow • Income• Numbers• Additional spend

• Move from product to participation• Understanding cause & purpose• ‘Support driven’ rather than ‘benefits driven’• Members giving beyond their Membership subscription

Thinking differently about our audience

• Realisation that Tate needs to be audience driven rather than transaction focused

• Historically internal teams competing rather than complementing

• Significant gaps and overlaps in:• Tate priorities• Tate activity• Audience experience• Data!

Thinking differently about the team

• 3 teams focused on 3 audiences:

New & unknown audience

Known audience Major donors

Marketing CampaignsMembership &

Audience Engagement (CRM)

Major Gifts

Two real priorities

££££

Members?

Focus on the journey

There are some consistent moments of disconnection

Exiting the exhibition: is that it? Did I

miss anything?

Leaving the building: intense

emotions dissipate quickly

Mid-exhibition fatigue (Klee

and Hamilton)

“It can be a bit much to take in all in one go, and you start to lose concentration. That’s one of the great things about the membership – that I can come and see an exhibition more than once without the pressure of having to take it all in at once”- Researcher, Tate Modern, Member, 21, Female

“Oh, right. Is this the last room? I think if I’d realised I’d have taken my time a bit more in the first few rooms, but I don’t really want to retrace my steps now”- Researcher, Tate Britain, Non-member, 58, Female

“Right now I’m feeling really refreshed and stimulated – mentally refreshed and like I want to do something creative. But that feeling will go quite quickly. That’s why I keep the little leaflet in my diary – because when I happen upon it, it takes me back a bit to how I felt in the exhibition.”- Self-Improver, Tate Britain, Non-member, 34, Female

There’s potential to deepen the relationship BEFORE and AFTER…

Building the anticipation

Extending the feel-good factor

Preparing for the visit

Excitement about what comes next

Memories that stick

Emoti

onal

hig

hs &

low

sBEFORE DURING AFTER

Nee

ds

+

_

For Non-Members there are a few common glitches in the journey

Emoti

onal

hig

hs &

low

s

BEFORE DURING AFTER

Nee

ds

“It was disappointing having to pay an additional cost to book online”

“Sometimes it’s exhausting seeing a long exhibition in one day, but it’s too expensive to pay for to go twice”

“The optional donation is a bit awkward at the till”

+

_

Booking tickets in advance:

Planning to avoid missing out:

Queuing for tickets & exhibition access:

Maintaining focus & energy levels:

“It’s difficult to keep track of which exhibitions are opening and closing”

The future (full scale, strategic & actionable CRM)

Where are we now?

• A more strategic approach to audiences

• (Some) of the thinking aligned

• Team coming together

• A large amount of (unconnected) audience data

• A significant amount of quantitative data

• A significant amount of qualitative data

• The temptation (and expectation?) to do everything

• The risk of doing nothing

So, what are we going to do about it?

• Revised approach to planning

• Improved tactical campaigns

• Data audit – bringing all data onto one platform• (early indicators to steer quick wins)

• Data review – analyse use of data (and where not being used)• (link to journey mapping insight to highlight areas of impact)

• Build new audience strategy groups

What our new segmentation might look like

Win-backRetainProtect & optimise

Acquire, activate &

grow

Reach & raise

awareness

Re-engageAmplifyDialogueEngageEducate

Behaviour objective

Engagement objective

So, what are we going to do about it?

• Revised approach to planning

• Improved tactical campaigns

• Data audit – bringing all data onto one platform• (early indicators to steer quick wins)

• Data review – analyse use of data (and where not being used)• (link to journey mapping insight to highlight areas of impact)

• Build new audience strategy groups

• Plan and engage

Fitting it togetherStrategy & Delivery

Market segmentation

Customer segmentation

Campaign performance, wealth screening, demographics, engagement score, channel optimization etc.

Questions and discussion