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Case Study / Evenko

Break free from paid media dependency by building owned assets

Impact

In a context where ticket sales relied heavily on paid media and third party platforms, evenko needed to regain control of its audiences and structure long term growth.

We supported the organization through a full transformation of its digital operations. By defining a clear roadmap, rethinking the role of the website and structuring data, we helped evenko shift from a campaign driven approach to a long term asset driven strategy.

At the same time, we improved user experience, optimized conversion tracking across multiple platforms and introduced personalization strategies to strengthen audience relationships.

Result a 12 month roadmap aligned teams, six personas were defined to better target both B2C and B2B audiences and a progressive transformation of marketing operations was implemented. Proof that a structured vision can sustainably transform marketing performance.

Client Objectives

Your Teams Your AI Integrations Your profitability

Services and Technologies

Business Strategy Strategy Consulting Ecommerce Strategy Customer Experience (CX) Customer Journeys Personalization CX Strategy and Research UX Audit and Optimization Data Strategy Data and Technology Data Collection and Engineering Marketing Performance Measurement CRM CRM & Relationship Marketing Media and Adtech Media Consulting

Industry

Arts and Culture

The Mandate

Support evenko in the planning and optimization of its digital ecosystem to drive ticket sales across its diverse entertainment offering throughout the province.

The mandate specifically aimed to:

  • structure a 12-month digital roadmap;
  • plan the website redesign and define its functionalities;
  • improve digital marketing operations;
  • optimize customer data collection and activation;
  • personalize communications and audience experiences;
  • strengthen audience loyalty;
  • improve conversion measurement across multiple third-party ticketing platforms.
“
Adviso was an immense help in the successful launch of the evenko.ca. They provided us with a clear and strategic plan to guide us through the implementation of the multiple new features provided for the website.
”
Audric Trudeau, Digital Strategist, evenko
12

month roadmap

The Challenges

Marketing culture

Shift an internal culture focused on paid media toward investment in long-term assets while helping decision-makers better understand the realities of digital marketing. 

Conversion measurement

Integrate multiple third-party online ticketing platforms and physical sales locations into conversion measurement. 

 

Event complexity

Manage a high volume of events (1,800 annually) of varying scale across multiple categories including music, comedy, variety, sports and family entertainment. 

Fragmented data

Operate with highly fragmented data that was not being fully leveraged for marketing purposes. 

Media performance

Reduce media investments without reducing reach or communication personalization. 

Internal resources

Mobilize limited internal resources already heavily focused on ongoing event promotion activities. 

In a fragmented digital environment, performance depends on stronger data activation, owned digital assets and more personalized communications.

The Strategy

Owned platform

Built a brand-owned platform to strengthen audience loyalty and improve the efficiency of media investments. 

UX optimization

Implemented A/B testing and heatmaps to optimize the website user experience and purchase buttons. 

Information architecture

Improved the site architecture and taxonomy to increase the organic discoverability of events. 

Communication personalization

Established a user-centric approach to strengthen customer relationships and audience loyalty through personalized content and communications. 

Marketing analytics

Optimized customer data collection and implemented conversion tracking through third-party systems and CRM integrations. 

Social media and UGC

Provided training and recommendations to optimize social media strategies and leverage user-generated content. 

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