Alliance Theatre

Analytics and Insights to Create Highly Productive Custom Audiences


The Alliance Theatre, an established theatre company in Atlanta, Georgia, was seeking innovative ways to attract new audiences to the theatre, increase ticket sales, and improve renewals of season subscribers.



Alexander Babbage designed an online survey in consultation with the Alliance Theatre and conducted it among the members of the Alliance Theatre database. The analysis of the results highlighted areas that could be improved to increase member and non-member satisfaction and guide marketing messaging.

We continued the research by leveraging TruTrade insights to identify several other theatres and venues in the area. Consumers who visited these locations represent the observed behavior of the audience the venue wished to engage (actual theatre and show goers). We developed a custom audience of Mobile Ad IDs seen at these locations which were then uploaded to a Digital Marketing Platform.

Using the feedback from the survey, the Alliance Theatre team designed creatives with specific messaging and sent targeted messages to the custom audiences identified in TruTrade to maximize results.



Alexander Babbage’s research allowed Alliance Theatre to direct their marketing strategy more effectively, targeting custom audiences with the largest revenue clusters to increase profitability. The theater company boosted performance dramatically across the board:

  • New site visitors up nearly 10%
  • Lifetime campaign average Click-through rate (CTR): 0.65%
  • Unique device ID audience CTR: 6%
  • Re-marketing CTR: 1.15%

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