Cirque du Soleil spotlights its digital technique | Bros Tech

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In the present day’s digital expertise platforms are poised to serve all sorts of companies, conventional or disruptive, from D2C and eCommerce to banking, engineering, development, and publishing.

How in regards to the world’s largest modern circus firm?

With a big presence in Las Vegas and reveals around the globe, right this moment’s Cirque du Soleil is a far cry from the small troupe of performers that busked in a Quebec Metropolis practically 40 years in the past.

Pierre-Luc Camirand is the director of digital buyer expertise for the circus. “I am in command of all the things associated to digital, so I mainly oversee all the things associated to CRM, net improvement, our martech venture administration workplace, in addition to all the things associated to buyer information.” Whereas there are B2B parts to Le Groupe Cirque du Soleil’s enterprise, Camirand is accountable for the person person aspect of the CRM that pertains to buyer assist.

Administration of an leisure portfolio.

The necessity for this expertise arose from an avalanche of an excessive amount of complexity. “In 2017 and 2018,” Camirand stated, “we went via an acquisition section. We purchased totally different leisure corporations like Blue Man Group; so we needed to handle all these platforms. Sitecore permits us to handle a dozen platforms with a reasonably small staff of engineers.”

In contrast to writer Wolters Kluwer, one other Sitecore person, Cirque du Soleil wished to retain the person branding of its new corporations, relatively than migrate all of them to a typical central vacation spot. “Every model has its personal web site, however if you take a look at the again finish behind it, it is the identical for everybody.”

Initially, the plan was for every web site to be operated individually. “We rapidly realized that it was an excessive amount of work, so the technique rapidly grew to become to make use of the identical baseline, reuse the identical modules from one web site to a different, however preserve some flexibility with the front-end and format” .

Cirque du Soleil used Sitecore expertise to make this occur. His relationship with the expertise firm precedes the acquisitions. “I feel we began in 2009 with Model 5,” Camirand stated, “so it has been some time.”

Sitecore’s key modules

In accordance with Sitecore’s composition supply, Cirque is utilizing some Sitecore merchandise and never others. “Positively multi-site infrastructure,” Camirand stated. “Now we are able to launch and deploy all of our web sites on the identical time. This can be a big benefit for us as a result of it permits our improvement staff to work quicker and extra effectively.”

In 2018, constructing a brand new web site might take six months; a brand new web page or part, two or three months. “Now we’re speaking about weeks,” Camirand stated. “Additionally, what’s actually essential is the multilingual functionality of Sitecore, as a result of they’ve applications all around the planet (South Korea, South America, Europe), so we’ve got to have the ability to handle, I feel, ten totally different languages.”

Advertising and marketing groups use drag and drop options inside the CMS to create content material on their very own. Probably the most difficult challenges finish with an professional webmaster.

They do not use Sitecore DAM but. Its huge trove of belongings resides in Widen, which has the potential to attach with Sitecore (one thing Camirand hopes to have prepared within the subsequent 12 months).

The system permits Cirque guests to entry third celebration ticketing platforms reminiscent of Ticketmaster content material from their very own websites associated to the reveals persons are watching.

“We wish to go additional,” stated Camirand, “utilizing different information sources; For instance, in case you’re searching for household packages, if you return to cirquedusoleil.com, we wish to present you family-friendly content material. Sending the proper content material to the proper individual on the proper time is basically key, so personalization is one thing we have to do.”

The worldwide nature of the enterprise implies that privateness regulation is a minefield. To handle this, the corporate plans to create a CDP, not solely to deal with buyer information from a number of sources, but in addition consent data. They’re at present taking a look at numerous potential options and don’t anticipate to make use of Sitecore’s CDP.

the important thing channels

Maybe surprisingly, it chooses to not have a cellular app. “It isn’t simple to entice individuals to obtain your app and reuse it,” Camirand stated. “A lot of the purposes usually are not used; individuals use possibly 10% of the apps on their cellphone.”

As a substitute, a few 12 months in the past, they launched a platform they name an “interactive program.”

“It’s a cellular platform; a cellular optimized web site. The aim was to reinforce the pre- and post-show expertise for our friends.”

The present affords “enjoyable details” in regards to the present, character descriptions, and storylines. In contrast to an app, the cellular web site can’t ship push notifications. Nonetheless, it does permit Cirque to retarget prospects elsewhere, reminiscent of the principle web site.

That web site has a weblog to bridge the hole between shoppers and particular person artists. Artists are inspired to create content material for the weblog which might then be amplified on their very own social media feeds. “They’re very glad to do it as a result of they need the publicity.”

By the best way?

In Camirand’s casual roadmap, he plans to have a look at Sitecore connectors that transcend Widen. “I do know there’s a connector for Salesforce and Sitecore.” (Cirque is utilizing Salesforce CRM.) “There’s in all probability a great way to attach each platforms and run our campaigns higher.”


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Concerning the Writer

Kim Davis is the Editorial Director of MarTech. Born in London however a New Yorker for greater than 20 years, Kim began protecting enterprise software program ten years in the past. His experience spans enterprise SaaS, digital advert data-driven city planning and SaaS purposes, digital expertise, and information within the advertising and marketing house. He first wrote about advertising and marketing expertise because the editor of Haymarket’s The Hub, a devoted advertising and marketing expertise web site, which later grew to become a channel within the established direct advertising and marketing model DMN. Kim joined DMN correct in 2016, as a senior editor, then grew to become govt editor, then editor-in-chief, a task he held till January 2020. Previous to working in tech journalism, Kim was an affiliate editor at a hyperlocal publication New York Occasions information. web site, The Native: East Village, and beforehand labored as an editor for an educational publication and as a music journalist. He has written lots of of New York restaurant opinions for a private weblog and has been an occasional visitor contributor to Eater.

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Cirque du Soleil spotlights its digital strategy