Traditional logic suggested that a patron who attended a Jazz concert would likely be interested in future Jazz events. However, DR’s research indicated that musical tastes often transcend genres. For instance, an individual might enjoy both a Nick Cave rock concert and a Steve Aioki electronic show. This highlighted the limitations of rule-based segmentation: it couldn’t capture the multifaceted interests of subscribers. Moreover, studies revealed that over 90% of consumers desired more relevant communications from brands.
Without action, DR faced potential revenue losses, diminished live event attendance, and an increased risk of being marked as spam or facing unsubscribes. Additionally, the challenge of promoting niche concerts, which may not be top sellers but are essential due to DR’s public service commitment, remained unresolved.