Understanding audiences to better shine
Space for Life, which brings together five museums in the City of Montreal, entrusted Synapse C with the mandate to carry out an in-depth analysis of the origin and profile of its clientele and a segmentation of audiences. The goal: to provide the organization with a complete portrait of its visitors in order to get to know them better, reach new audiences and guide its marketing, communication and development strategies.
A personalized and rigorous approach
In close collaboration with the Space for Life team, Synapse C implemented a tailor-made approach that integrated:
- cleaning and cross-referencing ticketing data with socio-demographic, psychographic and media consumption databases;
- the production of interactive dashboards via Power BI;
- the production of visual and narrative reports to identify the typical profiles of the clientele according to the season, the institution visited, the place of residence or the purchasing channel and the segmentation of audiences.
The analyses made it possible to visualize segments such as passport holders according to their frequency of visit, to identify peak periods, and to compare the media preferences of local customers versus those from outside Quebec.
A lever for strategic action
Thanks to this project, Space for Life now benefits from powerful analysis tools to learn more about its audiences. The Synapse C team ensured agile and collaborative coordination throughout the mandate, in line with the client’s evolving needs.
This project illustrates our ability to deliver comprehensive, contextualized data analyses that can be directly exploited by cultural organizations.
