Executive summary
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
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.
The challenge: Taking culture segmentation to the next level
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.
Why AWS: Powering scalability and global reach
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.
Why MHM use us as their trusted technical partner
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.