Research projects and pilots
Besides being a supplier of software, Peppered also stimulates knowledge and research in the cultural sector. Peppered is a partner in various knowledge and research projects. Below are some examples from the recent past.
As part of the VSB Fund's Public Retention programme, five museums and eight theatres worked on devising and testing campaigns in the field of digital marketing. The publication 'Meer publiek' (in Dutch (translation: more audience)), which resulted from the surveys, shows what the programme has achieved and what fact-based marketing can mean for the cultural sector: attract more audiences to cultural organisations and structurally increase audience revenues.
Het Groot Campagne Onderzoek Podiumkunsten (in Dutch (translation: The Great Campaign for the Performing Arts Research)) is a collaboration between NHTV Breda, University of Applied Sciences, De Doelen, Luxor Theater Rotterdam, Schouwburg De Lawei, Stadsschouwburg Nijmegen & Concertgebouw De Vereeniging, Theater & Congres Orpheus, marketing platform Peppered and HZ University of Applied Sciences. The project focuses on nine large-scale marketing communication campaigns among three customer groups, the effectiveness of which has been tested through campaigns. The aim of this research is to gain systematic insight into the effectiveness of marketing communication. The research was partly realised thanks to CELTH.
In collaboration with a data analyst and researcher at ING, we explored how we can harness the power of personalisation in the cultural sector in the pilot project 'Personalisatie via content' (in Dutch (translation: 'Personalisation through content')).
In collaboration with Maurice Beerthuyzen (CRO specialist Efteling), we investigated with the project 'Het verbeteren van je conversie via content' (in Dutch (translation: 'Improving your conversion through content')) how the number of conversions on the websites of cultural organisations can be optimised.
The Audience Agency is a non-profit organisation that collects data from all (subsidised) cultural institutions in the UK. Peppered is the platform for marketing automation, and supplements the data from TAA, so that the data is not only limited to events that have already taken place, but also relates to upcoming events. Thereby, the partnership between The Audience Agency and Peppered makes insightful data available to cultural organisations, and ensures that this data can be applied directly in an effective way in the marketing strategy.