After 40 years showcasing hundreds of Broadway hits, premieres and blockbuster musicals including Disney’s The Lion King, The Phantom of the Opera and The Book of Mormon, The Denver Center (dcpa.org) found itself in possession of a massive database of more than 750,000 patrons, but it lacked a detailed understanding of its customers.
To help DCPA, SSB built a custom web application and created a tool that integrates third party data into the DCPA’s customer database. Known as Central Intelligence, the SSB platform allows the DCPA to identify the most likely patrons for each campaign and increase engagement.
The Denver Center’s email marketing campaign to lapsed patrons achieved a 738% ROI, including a 210% click-through rate increase, a decrease in opt-outs of 95%, and a 90% decrease in spam complaints.
“We target important customer sub-groups within our overall patron database,” said Jennifer Nealson, Chief Marketing Officer for the Denver Center. “Our goal is to be relevant to every individual.”