{"id":4288,"date":"2011-02-08T14:17:35","date_gmt":"2011-02-08T19:17:35","guid":{"rendered":"https:\/\/www.delvinia.com\/?p=4288"},"modified":"2020-04-05T08:26:22","modified_gmt":"2020-04-05T12:26:22","slug":"the-globe-and-mail-reports-on-delvinias-work-with-the-coc","status":"publish","type":"post","link":"https:\/\/www.delvinia.com\/the-globe-and-mail-reports-on-delvinias-work-with-the-coc\/","title":{"rendered":"The Globe and Mail Reports on Delvinia\u2019s Work With the COC"},"content":{"rendered":"<p>A story about marketing techniques and analytic tools that appeared in Monday\u2019s Globe and Mail highlights Delvinia\u2019s work with the <a href=\"http:\/\/www.coc.ca\/Home.aspx\">Canadian Opera Company<\/a> (COC). In \u201cSpammer Techniques Worth a Steal,\u201d writer Lynn Greiner reports that Delvinia, which recently completed a refresh of the COC\u2019s website, used Google Analytics to review site usage since the website\u2019s initial revamp two years ago.<\/p>\n<p>\u201cThe analysis showed what people click on, what information they access, and how they navigate the site. Delvinia then surveyed the opera company\u2019s subscribers and its user community for their input and combined it with the analytics results to come up with a more usable site,\u201d writes Greiner, who interviewed Delvinia C.E.O. <a href=\"..\/people\/adam-froman\/\">Adam Froman<\/a> for the piece.<\/p>\n<p>\u201cThe Canadian Opera Company is Mr. Froman\u2019s poster child for smart use of analytics,\u201d Greiner reports. \u201cThe company was struggling to understand the digital habits and behaviour of its subscriber base, with little information to go on. But it did have postal codes, and those provided the starting point \u2013 when overlayed on Delvinia\u2019s demographically segmented databases \u2013 for a subscriber profile that it has continued to build on. And it turns out opera customers are more digitally inclined than most.\u201d<\/p>\n<p>The article points out that with the help of analytics, Delvinia was able to determine how and where people were leaving the COC site, revealing dysfunctional or confusing areas that were fixed in the refresh.<\/p>\n<p>\u201cThe COC also took advantage of the new knowledge on its tech-savvy customers and designed and produced a live online production that included not only the actual opera, but background material from those who worked on it and the ability for viewers to interact with fellow opera lovers,\u201d Greiner says.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A story about marketing techniques and analytic tools that appeared in Monday\u2019s Globe and Mail highlights Delvinia\u2019s work with the Canadian Opera Company (COC). In \u201cSpammer Techniques Worth a Steal,\u201d writer Lynn Greiner reports that Delvinia, which recently completed a refresh of the COC\u2019s website, used Google Analytics to review site usage since the website\u2019s [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[16,52],"tags":[76,77,68],"_links":{"self":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts\/4288"}],"collection":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/comments?post=4288"}],"version-history":[{"count":2,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts\/4288\/revisions"}],"predecessor-version":[{"id":26966,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts\/4288\/revisions\/26966"}],"wp:attachment":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/media?parent=4288"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/categories?post=4288"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/tags?post=4288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}