Arts & Culture
Sydney Opera House
Marketing technology reboot
About the client
The Sydney Opera House is one of the world's most recognised performing arts centres and a UNESCO World Heritage Site. With an extensive array of marketing technology – including the Adobe Marketing Cloud – and a number of platform contracts coming to an end, SOH needed to ensure they had the right mix of technologies, people and capabilities to deliver the best possible outcomes for the House.
The challenge
With several major martech contracts approaching renewal, the Sydney Opera House had an opportunity to step back and assess whether their current technology stack was truly serving their needs – or whether a different configuration of platforms, people and capabilities could deliver better outcomes. Through a rigorous tender process, SOH selected Zuni to lead this assessment and develop a martech roadmap for the future.
What we did
Zuni engaged with a wide range of Opera House stakeholders – including marketing, IT, ticketing and customer experience teams – to develop a detailed list of business requirements for the marketing technology stack. We documented all current systems and platforms, and worked with stakeholders to understand issues in workflows, functionality and system capabilities.
Zuni then worked with a wide range of experts and vendors to develop a number of different martech scenarios, exploring a variety of options and determining the relative strengths and weaknesses of each. These were refined through an agile process in close collaboration with stakeholders across SOH.
The outcome
Implementation plans and detailed costings were prepared for the key scenarios, which were refined and reviewed by SOH's leadership teams. The resulting martech roadmap and business case were approved to form the basis of a robust tender process for the implementation of a solution – giving SOH a clear, evidence-based direction for their technology investment.
Services involved