Mathilde Gaultier, Sales Manager at Arenametrix (Montreal, Canada)

A cultural marketing professional, Mathilde has developed expertise focused on the strategic use of data within cultural and sports organizations. Author of a thesis on how concert halls and festivals use data in their marketing communications, she is particularly interested in how institutions can strengthen their relationship with audiences through effective analysis and segmentation tools.

She began her career at GuestViews, a subsidiary of Arenametrix, where she supported museums and visitor attractions in collecting both “in-the-moment” and “post-visit” qualitative feedback. Her role involved analyzing this data to inform strategic decision-making and enhance the overall visitor experience.

She now works at Arenametrix, a tech company at the intersection of sport and culture, specializing in audience engagement and audience intelligence. There, she focuses on transforming data into high-value tools that enable more targeted, more intelligent, and more effective communication strategies.

When Sports Inspire Cultural Marketing: Loyalty, Innovation, and New Revenue Streams

In a context where cultural organizations are seeking to renew their models and strengthen their connection with audiences, the sports sector could become a powerful source of inspiration. Sports clubs and leagues have long cultivated a strong culture of fan experience, marketing innovation, and emotional loyalty, approaches that performing arts organizations can now draw upon to meet their own challenges.

This presentation will unpack data-driven and CRM-based marketing practices developed in the sports industry that can be meaningfully adapted to cultural organizations: segmented SMS campaigns, audience lifecycle management, loyalty and membership models, and data-supported revenue diversification (retail, memberships, donors).

Through a concrete example from the performing arts, we will break down how to structure and activate audience data to strengthen engagement, improve targeting, and support decision-making. Participants will leave with practical frameworks and actionable tactics inspired by sports CRM strategies that can be immediately applied to their own marketing workflows.