The Culturele Doelgroepenmodel is a segmentation framework developed specifically for the Dutch cultural sector. The model classifies all Dutch households based on cultural preferences, life stage, socio-economic characteristics and media behaviour, resulting in eleven distinct audience segments, each with its own profile and approach. The copyright and management of the model rests with Rotterdam Festivals.
Cultural organisations use the model to make their programming and marketing more targeted. Knowing which segments you already reach — and which you do not — enables more deliberate choices in communication, channel selection and the programme itself. Cities including Rotterdam, Utrecht and The Hague also use the model for cultural policy and to monitor the audience reach of subsidised institutions.
Via the integration with Ovatic, customers can be segmented directly according to the Culturele Doelgroepenmodel. Based on address data held in Ovatic, each household is automatically matched to its corresponding audience segment. This gives your organisation immediate insight into who your audience is, which segments are over- or under-represented, and how you can align your marketing efforts accordingly.