The Concertgebouw

Five times higher email conversion rate with the NETA (Next Event To Attend)model, developed together with The Concertgebouw

The Concertgebouw is considered one of the world's premier concert halls thanks to its unparalleled acoustics and varied high-level program. The concert hall has a rich tradition of legendary performances by musical luminaries.

Mission: The Concertgebouw aims to win back COVID outliers and increase the loyalty of existing visitors by providing personalized recommendations.

Approach: Together we develop the NETA model, a recommendation system that helps customers choose concerts based on their previous behavior and preferences. This results in more valuable offerings and more sales and offers concertgoers time savings and innovative musical adventures.

Here's how it works:

• A customer buys a concert ticket and attends the concert.
• If the customer does not buy another ticket within seven days, he receives an e-mail with three concert recommendations.
• This recommendation repeats after 28 and 301 days, as long as the customer does not buy a new ticket.

The NETA algorithm selects three types of recommendations:

1. Based on the behavior of other visitors and features of the last concert.
2. Based on the behavior of other visitors and properties of concerts from the past four years
3. Wildcard: Pop/jazz/other genres get a classical concert. Classical concertgoers get another tip based on recommendation 2.

Result: Email conversion increases from 0.8% to 4%, an increase of five times.

What are the opportunities for you?

• Make your offerings and communications more personal and valuable to your target audience.
• Save your target audience time on their purchases and increase customer satisfaction with targeted recommendations.
• Increase sales of your products or services

View the whitepaper.