We believe that data-driven, personalized audience management strengthens loyalty and attracts visitors. We support cultural institutions with innovative, community-building solutions, based on our experience in the cultural industry and our research and marketing-focused IT service.
We are happy to help you to effectively activate and engage your audience.
CULTURE.CRANE AUDIENCE MANAGEMENT SYSTEM
Our culture-focused audience management system channels all necessary information into one place, categorizes all data and makes it available for segmentation in an up-to-date database, which enables personalized communication and maximized consumer experience. By processing and visualizing the data, the system helps decision-making, and the automated processes ensure efficiency. Choose the product that best suits your needs.
Cloud-based, user-friendly system
We have enhanced the Microsoft Dynamics system for cultural needs. The result: user-friendly interface, constantly updated solutions, maximum security.
Aggregated customer profile, segmentation
We perform target group segment creation and analysis based on integrated audience data - unique views, saved filtering parameters, automatic update.
Content-based newsletter system, automations
Personalized newsletter blocks, newsletter variations creatable with a single click, retargeting, automatic notifications, A/B testing.
Reports, data visualization
Operational and management-level reports, trends and analyses in easily transparent, exportable format.
Customer value indicator
Based on institution-specific, weighted criteria.
Scalable, customizable products
You can either choose basic or advanced modules, but you can also require a system developed for individual needs.
Loyalty and support programs
We offer automated motivation modules to manage B2C and B2B customers.
Progress tracking, task management, reminders, goals and results.
The mantra ‘right message, right channel, right time’ is imprinted into every digital marketer’s brain. Understanding customer identity, behaviour characteristics and being able to respond to this, is the driving force behind journey orchestration. With the rise in connectivity driven by smart devices and digital services, 84% of customers now say that the experience a company provides is as important as its products and services, and more than two thirds (69%) expect connected experiences. That’s according to Salesforce’s ‘State of the Connected Customer’ research. Understanding customer identity, behaviour characteristics and being able to respond to these, is the driving force behind journey orchestration. By necessity, this framework transcends pure marketing comms. Every touchpoint – from web visits, to transactional app push notifications and call centre conversations – must be considered within each customer’s journey as part of the value exchange from the data that individual has shared. These interactions require centralised orchestration to deliver the consistent, hyper-personalised engagements that drive the connected customer experience. The benefits of this approach also require a shift away from typical campaign-level performance metrics. Effective journey orchestration is best measured through increased customer value, driven by purchase frequency, loyalty and advocacy. At the same time, […]
A Crane DS client recently asked what they should consider before implementing our CRM solution, and what processes and steps they should take in order to develop an effective and forward-looking cultural marketing strategy that takes advantage of and builds on the benefits and opportunities provided by the Culture Crane solution. I thought our response would be of interest to many others for strategic planning – whether you already have a CRM solution or are considering the benefits of implementing one in the future. I intentionally do not consider “no CRM solution” as an option as I believe that an institution-specific CRM system is now as much a part of the basic tools required for cultural marketing as a presence on social media platforms. Fundamentals of (cultural) CRM strategy: 1. The foundation of any solution is the data strategy If I’m not aware of where and what data I can request or collect about my current and potential audiences during their activity and how to map and join up this data, I have nothing to build on. First, all possible customer data sources should be mapped (including offline!) and registration of information and data collection should be highly recommended where […]
The global culture sector has suffered a seismic shock in the pandemic, with live events suspended and cancelled, revenue fallen dramatically and no definite date when the market opens up again to the wider public. This market shock is equivalent to what happened to the financial sector in Ireland twelve years ago. The digitalisation of the economy has accelerated dramatically as a direct result of the current Pandemic – the move towards a cashless economy, people working remotely and the substantial increase in the use of digital technology in the workplace. In Ireland we can see a tangible impact of this change in customer behaviour with the withdrawal from the market of a major clearing bank and the dramatic announcement of nationwide branch closures. All of this means that the majority of people have also moved forward with their own personal digitalisation – using zoom calls for personal interactions, engagement with online banking, the use of bank cards with senior generations, the use of email and newsletters for information etc. The same consumers also form the cultural target audience who need specific attention and communication. The culture sector worldwide must seek to re-engage with this new digitalised audience in imaginative […]