Just the Headlines
Short on time? Here are the key facts.
- Multiple disparate systems prevented an internationally-recognized heavy metal band’s marketing team from truly understanding their fan base.
- The Aptitive’s retail and marketing analytics team centralized and analyzed their data to develop “fan personas” based on demographics and past purchase behavior.
- The result was highly actionable, data-driven insights that the marketing team could use to improve marketing efforts and increase ROI
Aptitive helped an internationally-recognized heavy metal band dig into their fan data to identify personas who were most likely to respond to different targeted marketing campaigns and create a plan for automating these insights.
The marketing leadership at our client wanted to better target the band’s fan base to increase their ability to up and cross-sell to a responsive audience resulting in more efficient marketing spend on social and digital platforms.
The band has a variety of systems that tracked online merchandise purchases, general tour ticket purchases, and VIP package purchases. Because each of these systems did not talk with each other, the band was not able to gain a holistic view of their fans. This held them back from identifying who would be most responsive to targeted marketing campaigns or finding common interests that could generate new ideas for products or packages.