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Additional sales

Increased click-through-rate

APPLICATIONS

AI-driven personalization
Omni-channel orchestration

TECHNOLOGY

Portrait Dialogue
ONE Prediction
Microsoft SQL Server

TEAM

Ioana Pintilie, CRM Consultant
Olivier Poivey, Partner
Kim Gregersen, Marketing Robot Developer
Waqas Siddique, Solutions Architect

DR Koncerthuset is a house of experiences that hosts more than 400 concerts and events annually. The audience can experience everything from Carl Nielsen’s symphonies to rock icons such as Nick Cave and the Danish Radio’s Girl Choir. The aim is to share music and experiences with as many as possible, and great effort is put into filling every seat at every concert. However, the public service responsibility of DR Koncerthuset entails creating space for new artists, the untested and the experimental that the audience does not already know and prefer.

Background

The ambition is to challenge and inspire the audience to seek new experiences. The challenge is that music is full of nuances and taste is very individual. Jazz is not just jazz. He who loves the crooner Gregory Porter does not necessarily love the experimental percussionist Marilyn Mazur. How do you go from thinking genre and artists to individuals and taste in music?

The conventional rule-based approach to segmentation and personalization served DR Koncerthuset for a long time and with good results – but you can never achieve 1:1 personalization with man-made rules.

Previous segmentation and personalization were based on demographic data, concert history, and behavioral data across digital channels, but experience shows that you are often mistaken if you blindly assume that those who love Ida Corr also love Jamie Cullum – pop is not just pop.

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The challenges:

How, and on which channels, do DR Koncerthuset find their audiences, and how do they communicate in a valuable and relevant manner – and above all, personally?

What influence does personalized recommendations have, when a new guest visits DR Koncerthuset for the first time or when a previous guest returns to find inspiration?

How do we get closer to a world in which the potential guest and its individual preference is at the center of DR Koncerthuset’s communication across all channels?

The objectives:

Increase relevance and only communicate when DR Koncerthuset has something relevant to convey

Increase sales through higher engagement created by hyper-personalized communication

… in all touchpoints on all channels

Solution

In close cooperation with ONE Marketing, DR Koncerthuset has developed and implemented a personalization robot based on artificial intelligence and machine learning. Over time, the personalization robot creates a cognitive profile for each individual – both known and unknown. The pilot that started in 2017, is today fully automated and incorporated in DR Koncerthuset’s marketing-ecosystem. Data flows across platforms and is joined into a 360-degree landscape of the response- and purchase history for every guest.

Any content that the individual has (or has not) interacted with is collected in the response history. Using Natural Language Understanding (NLU), content is transformed into words and concepts that are part of the complete data landscape, creating an elaborate and ever-evolving image of the individual’s true taste in music. New concerts are automatically profiled, and a self-learning machine learning setup automatically switches between eight models to form a cognitive match between the individual and each concert. Thus, hyper-personalization becomes a de-facto standard in all touchpoints.

How does hyper-personalization become user experience?

Website

Every time a guest visits the website and searches for an artist, explores the program or marks a favorite concert, DR Koncerthuset gets to know this person a little better. On every return to the website, concerts are matched and prioritized to the individual’s preference and likelihood of purchase. The better you know the guest, the better the recommendations. If DR Koncerthuset has 250.000 visitors, they will show 250.000 unique constellations of their website.

Mail

When a mail is sent out, the personalization robot allows DR Koncerthuset only to communicate about the concerts of the highest relevance to the individual guest. The content is controlled by the personalization robot which picks both the number of events, which events and the order in which they are presented. All mail is created uniquely and fully automated for each recipient.

SoMe

E-commerce activities on Facebook and Instagram are also targeted by the cognitive profile of the guest. Through a direct integration to these channels, it is possible to advertise content based on the individual’s preferences. This generates unique opportunities to create look-alikes and twins and reach entirely new audiences.

The marketing-ecosystem consists of award-winning UX, automation and the personalization robot. Together, they form a unique and holistic approach to all of DR Koncerthuset’s marketing activities.

One from the team

It is our experience that users explore more when they visit our site. We see a clear tendency to interact with the new functionalities, and the curated filter selected for you’ is frequently used – it has quickly become the new normal for our visitors”

Jane Lee Schneider, Senior Digital Manager at DR Koncerthuset

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Results

Since the last piece of the puzzle entered production in 2019, engagement has increased notably in all touchpoints and the synergy between channels has become stronger.

Facebook campaigns show 40% higher Click-Through-Rate at 31% less in Spend than other campaigns and the traffic generated to the website converts three (3x) times higher.

Mail campaigns have a 52% higher Open-Rate and 147% higher Click-Through-Rate.

The website converts 15% more than before and the average Basket Size has increased by 20%.

How has the past two years of unifying UX, automation and AI affected the channels' contribution to revenue? Is it worth the time and energy?

From 2017 to 2019, the website’s contribution to DR Koncerthuset’s revenue has increased to index 138, SoMe to 168 and mail to 315.

… And the orchestra behind the digital journey is a team of just two people.

 

The case work with DR Koncerthuset was acknowledged at this year’s Danish Digital Award. The case won gold in the Marketing Automation category and silver in the Personalization category.

See full video

Would you like to learn more?

I can tell you more about the case and discuss how we can help you with your challenges.

Ioana Pintilie
CRM Consultant
ip@onemarketing.dk