彻底改变观众参与度：国家剧院案例研究
技术
- 平台即服务 (PaaS) - 应用开发平台
- 传感器 - 液位传感器
适用行业
- 教育
- 设备与机械
适用功能
- 销售与市场营销
用例
- 租赁金融自动化
- 物料搬运自动化
服务
- 系统集成
关于客户
英国国家剧院 (NT) 不仅仅是伦敦泰晤士河南岸的一座剧院建筑。 NT Live 电影在全球 65 个国家/地区的 2,500 多个场所播出。 NT 开展了一项投资未来人才、创作和委托新戏剧、吸引观众以及与英国各地戏剧公司合作的计划。还有一个全国性的学习和参与计划，支持年轻人的创意教育。表演录音可在全球范围内在线播放。
挑战
国家剧院 (NT) 在理解和吸引多元化观众方面面临着重大挑战。此前，剧院的电子邮件系统与其南岸预订/售票系统绑定，该系统非常“批量”。该系统可以根据以前的预订行为进行一些细分，但它过于线性和传统。 NT 使用自动化的能力有限，电子邮件系统无法适应编程工作流程或理解和响应客户的网络行为。这令人沮丧，因为可以使用 cookie 和数字广告在其他渠道上完成重定向。 NT 希望使用新的 CRM 为电子邮件带来同样水平的理解和重定向。由于拥有许多举办活动的场所和渠道，北领地计划不再以伦敦为中心，而是更多地考虑国内和国际问题。一个特殊的挑战是在 NT 不拥有数据的连锁影院营销 NT Live 表演。 COVID-19 的到来又增加了一个复杂性，需要快速彻底的调整。
解决方案
NT 采用 Acoustic Campaign（包括社交受众模块）作为其 CRM 主力。现在，所有 CRM 活动都在 Campaign 中进行，报告、数据、数据洞察和受众调查都通过该工具运行。社交受众模块有四种主要用途：根据预订者数据进行重定向、提供“程序化”CRM 支持、寻找新受众以及通过抑制已购买门票或 NT 知道中奖的受众来提高营销支出的效率对某些表演不感兴趣。 NT 能够利用动态内容接触新用户，根据地理位置、网络行为和电子邮件打开等因素向不同受众群体提供多种消息。 NT 的另一个突破性功能是网络跟踪，它对于帮助推动最活跃受众的转化以及最有效地利用 Campaign 至关重要。
运营影响
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