From géomarketing to business intelligence

From géomarketing to
business intelligence
Alexandre Alle
Market intelligence advisor at Cirque du Soleil
Today’s agenda
Business context and challenges of a
modern Circus
Geomarketing at Cirque du Soleil
Presentation of the
dashboard developed
BUSINESS CONTEXT AND CHALLENGES
30 years of acrobatics
 Founded in 1984 by Guy Laliberté, Daniel Gauthier and
Gilles Ste-Croix in Québec, Canada
 Modern Circus in tent or arena (no animals, more
acrobatics)
 More than 150 million tickets sold in 60 countries across
the world
 19 shows (8 in Las Vegas, 1 in Orlando, 10 touring), more
than 1,000 artists and 200 markets visited per year
4
Behind the scene: operational reality
 To build the base, to ship equipment, to raise the tent, etc…
 Challenge to find the location sites (100m x 100m)
 Limitations on visit per market: length and repetitiveness
 Targeting clients in so many countries implies marketing plan
complexity
5
GEOMARKETING AT CIRQUE DU SOLEIL
Business context: 4 steps process
1 year
SITE SELECTION
9
months
STRATEGY
TOUR PLANNING
By show
MARKETING
POST-MORTEM
ANALYSIS
FEEDBACK
CAMPAIGN
After
By market
TACTICS
2 years
7
1 – Tour planning
• Where can we stop?
8
Economic
situation
• What are the past results?
Market
size
Past sales
• Where are the nearest markets?
• What could be the length of the run ?
Tour planning
2 – Sélection de site
9
Where to stop with an big top or a arena ?
SITE A
SITE B
95
120
Population
$ Live Ent.
$ LE / pers.
Hauts
revenus
Cirque Club
Ventes
passées
INDEX
3 – Marketing campaign optimization
10
 Talking to our clients
 Find the right prospect
 Helping in having a good communication relation
Age
Income
Ethnicity
B2C B2B
Transportation
time
4 – Post mortem analysis
11
Expertise
Modeling
Analyses
Géomarketing
Data
Maps
Need for a more advanced tool
 It is a science: back and forth
 Data cleanse-up (ETL)
 Work load
6 big top shows * 6 markets = 36 runs
4 arena shows * 40 markets = 160 runs
 KPI management at country level
 Need for resident show already existing
12
GEODASHBOARD DEMONSTRATION
Let’s start the demonstration …
14
Review
Optimize
Marketing
Efficiency
Next steps
15
 Provide new capabilities to end users
(public transportation drive time)
 Feed the dashboard with more and more
actionable data
And always run new analyses to enhance
company knowledge
Capabilities
 Add more countries
Data
Merci et à bientôt