Morris Hargreaves McIntyre (MHM), a leading cultural consultancy, supports cultural and arts organisations globally with their Culture Segments programme. To enhance this initiative, we partnered with MHM to develop and maintain the Culture Segments TagTool—a robust web application hosted on AWS. This tool empowers arts venues to seamlessly integrate MHM's 'golden questions' survey into their systems, enabling audience segmentation and deeper insights into customer engagement. The application's global reach, available in eight languages, has facilitated millions of survey responses, optimising audience understanding and targeted marketing. By digitising MHM's intellectual property, we created a web service that allows them to scale their offering and meet the growing demands of the arts sector.
Morris Hargreaves McIntyre (MHM) is a specialist cultural consultancy based in the UK, renowned for their innovative approaches in audience development, marketing, and strategic planning for arts and cultural organisations. Their Culture Segments programme offers a comprehensive data-driven approach to understanding audience engagement, enabling cultural organisations to communicate more effectively with their patrons and target marketing efforts with precision.
MHM's goal was to extend their Culture Segments programme to provide arts venues with a flexible, integrated solution that could harness the power of survey data to segment their audiences effectively. The challenge lay in designing a platform that could scale to meet the global needs of cultural organisations, support multi-language functionality, and integrate smoothly with popular CRM and ticketing systems like Tessitura and Spektrix.
Before developing the TagTool, venues faced inefficiencies when attempting to collect and analyse survey data. Manual processes were time-consuming, prone to error, and failed to provide real-time insights. Without a streamlined system, venues struggled to engage their audiences effectively, which impacted marketing strategies and limited the potential for targeted communications.
AWS was chosen as the platform for its exceptional scalability, global availability, and robust security features. AWS services provide the flexibility and reliability needed to host an application with millions of surveys being processed globally. The extensive ecosystem of integrated AWS services ensures seamless operation, data protection, and ease of integration with external systems like CRM and ticketing software.
MHM work with us due to our proven expertise in delivering scalable, secure web applications that leverage the full range of AWS technologies. Our deep understanding of cloud architecture, especially in implementing server-based and serverless solutions, positioned us to create an application that could scale globally while providing optimal performance. Our collaborative approach ensures that MHM's vision is accurately translated into a powerful, user-friendly platform. We also offer comprehensive support, including proactive regular maintenance, reactive technical support, client engagement, and periodic project meetings, establishing a close and trusted partnership with MHM.
〝Si Novi have played a crucial role in the development of Culture Segments TagTool, from its inception to what it is today. They have brought to life our vision for the product with a thoughtful and creative approach.〞
We designed and developed the Culture Segments TagTool as a cloud-native application hosted on AWS, ensuring reliability, scalability, and high performance. Key AWS services utilised include:
The TagTool application enables venues to access the survey system via a web platform and API, integrating seamlessly with CRM and ticketing systems to deliver a unified data flow. The solution is designed to scale effortlessly, accommodating millions of surveys with support for multiple languages to serve an international audience.
Our collaborative relationship with MHM extends beyond the initial build. We continue to support and maintain the application through a comprehensive retainer that provides regular maintenance, proactive monitoring, and prompt technical support. We also hold regular meetings with MHM to discuss potential improvements, strategic needs, and feature enhancements. This continuous development approach ensures that the application evolves to meet changing user needs and adds new capabilities to keep MHM's services at the forefront of the industry.
We would absolutely recommend Si Novi to organisations looking for unique solutions. Communication is excellent and they are reliable, flexible and innovative, working with us to deliver creative solutions and provide peace of mind.
The deployment of the Culture Segments TagTool has significantly enhanced MHM's service offering, leading to:
These benefits have positioned MHM and their client venues to better understand their audiences and execute more effective marketing campaigns, driving engagement and fostering deeper connections within communities.
We look forward to continuing our partnership with MHM to further develop the Culture Segments TagTool. Future enhancements will focus on advanced analytics capabilities, enriched reporting tools, and greater integration options with evolving CRM and ticketing platforms.
Our company is a leading provider of cloud-based solutions, specialising in building and maintaining robust web applications. As an AWS certified team, we leverage our deep knowledge of AWS services to deliver innovative and scalable solutions. Our team's commitment to using best practices ensures high-quality, secure, and cost-effective cloud services tailored to meet the needs of our clients.
For more information, and to learn more about how we can deliver cost-effective bespoke web-based software for you, contact Si Novi.
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