From géomarketing to

business intelligence

Alexandre Alle

Market intelligence advisor at Cirque du Soleil

Business context and challenges of a

modern Circus

Today’s agenda 1 2 3

Geomarketing at Cirque du Soleil

Presentation of the

dashboard developed

BUSINESS CONTEXT AND CHALLENGES

Founded in 1984 by Guy Laliberté, Daniel Gauthier and

Gilles Ste-Croix in Québec, Canada

Modern Circus in tent or arena (no animals, more

acrobatics)

More than 150 million tickets sold in 60 countries across

the world

19 shows (8 in Las Vegas, 1 in Orlando, 10 touring), more

than 1,000 artists and 200 markets visited per year

30 years of acrobatics 4

To build the base, to ship equipment, to raise the tent, etc…

Challenge to find the location sites (100m x 100m)

Limitations on visit per market: length and repetitiveness

Targeting clients in so many countries implies marketing plan

complexity

Behind the scene: operational reality 5

GEOMARKETING AT CIRQUE DU SOLEIL

Business context: 4 steps process 7

STR

ATE

GY

TOUR PLANNING

SITE SELECTION

MARKETING CAMPAIGN

TA

CT

ICS

POST-MORTEM ANALYSIS

FE

ED

BA

CK

2 years

1 year

9

months

After

By market

By show

• Where can we stop?

• What are the past results?

• Where are the nearest markets?

• What could be the length of the run ?

1 – Tour planning 8

Tour planning

Past sales

Economic situation

Market size

Where to stop with an big top or a arena ?

2 – Sélection de site 9

SITE A SITE B

Population

$ Live Ent.

$ LE / pers.

Hauts revenus

Cirque Club

Ventes passées

INDEX 95 120

Talking to our clients

Find the right prospect

Helping in having a good communication relation

3 – Marketing campaign optimization 10

B2C B2B

Age

Income

Ethnicity

Transportation time

4 – Post mortem analysis 11

Expertise

Analyses

Data Maps

Géomarketing

Modeling

Need for a more advanced tool 12

It is a science: back and forth

Data cleanse-up (ETL)

Work load

6 big top shows * 6 markets = 36 runs

4 arena shows * 40 markets = 160 runs

KPI management at country level

Need for resident show already existing

GEODASHBOARD DEMONSTRATION

Let’s start the demonstration … 14

Review

Optimize

Marketing

Efficiency

Next steps 15

Add more countries

Provide new capabilities to end users

(public transportation drive time)

Feed the dashboard with more and more

actionable data

And always run new analyses to enhance

company knowledge

Data

Cap

abili

tie

s

Merci et à bientôt