Retention of the Theater Audience

Student: Adokova Kseniia

Supervisor: Dmitriy Potapov

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2021

This study raises the question of the use of customer transactional data for marketing purposes, incl. for segmentation. At present, this is not widespread in institutions of the cultural environment. At the same time, there is a problem of effective work to retain valuable clients in the theater sector. In particular, the use of audience segmentation and client analytics approaches at the Perm Academic Theater-Theater will personalize the communication strategy to retain existing customers. The paper analyzes the purchasing behavior of the Theater-Theater viewers through the prism of quantitative and qualitative customer data and segmentation is carried out, as a result, programs for personalized email communications have been developed.

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