What do the patrons of Pittsburgh's Symphony, Opera, Public Theater, Ballet Theater, and Civic Light Orchestra have in common? Other than an interest in the performing arts, data about their buying habits lives within a single database. The data didn't end up there by accident. Responding to the need to reinvigorate its customer base, the forward-thinking members of the five organizations within Pittsburgh's Cultural District, agreed to try a plan for revival that's a bit avant-garde, even for the theater. The Cultural Trust, which manages the Cultural District, hired local firms Elliot Marketing and Prescott & Associates to mine and analyze the District's customer data to understand customers' perception of the District and learn their buying habits.
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