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Van Gogh Museum

A 360 customer profile for one of the top art museums in the Netherlands

Van Gogh5x (1)
Van Gogh4x

The company

The Van Gogh Museum is a Dutch art museum dedicated to the works of Vincent van Gogh and his contemporaries. The museum contains the largest collection of Van Gogh's paintings and drawings in the world. In 2017, the museum had 2.3 million visitors and was the most-visited museum in the Netherlands, and the 23rd-most-visited art museum in the world.

The challenge

Van Gogh Museum captured data from the annual 2.1 million visitors, but all this siloed data was collected and used by separate departments. However, they wanted central data storage, improve internal cooperation and be able to establish links between the internal activities. The Van Gogh Museum goal was to fully measure the customer journey and deliver the best Van Gogh experience to their visitors.

The solution

Nominow CDP was the perfect solution to create the central authority of all customer data. The IT-legacy and existing marketing technology stack was the perfect set up for the CDP. We connected all the data sources that captured customer data (webshop, website, ticket terminals, entrance gates, museum shop, app, e-mail subscriptions, customer service) and created a true 360 customer profile.

The outcome

By implementing the CDP, Van Gogh Museum finally had the possibility to capitalize on their customer data. All the connected sources within the existing IT-environment created rich customer profiles on which the marketing department could build true personalized marketing actions.


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