The Gravitas Value Index enables development of cost-efficient engagement strategies based on a more accurate determination of a customer’s current and potential value.
Driving engagement and loyalty based on holistic value
To affect the right measure of recognition and reward this dance company firstly needed a full value appreciation of their varying patrons – from single ticket buyers to seasonal subscribers, and annual benefactors. As retention is a key driver of customer value: Gravitas firstly used their Value Index model to analyse 3-years of data to assign the entire 1m company database into cohorts based on their life stage, and corresponding value potential.
Delivering a more personalised experience for all patrons
Gravitas further supported targeting and personalisation through the development of the following Machine Learning predictive models which determined the likelihood of patrons:
- Re-subscribing to a premium subscription
- Re-subscribing to a choose-your-own package subscription
- Purchasing a new subscription
- To donate
- To purchase single tickets for upcoming shows
Gravitas Customer Value Management
Key success factors
The combination of Gravitas Value Indexing and machine learning predictive models enabled laser targeting and richer personalisation.
High Value customer recognition empowered the front line to priortise high value customers with sales, service and loyalty treatments aligned to value.
Using machine learning to predict who is most likely to donate and how much.
We achieve proven results
+40%
Gravitas’ valued-based approach helped this national dance company deliver a more personalised experience to its patrons, which directly led to a y/on/y lift in sales of 40% year.
