Cirque VP Alma Derricks: It’s About Mobile And The Moment

Data wasn’t always a part of the marketing story at her organization, said Cirque du Soleil CMO Alma Derricks.

Data wasn’t always a part of the marketing story at her organization, said Alma Derricks, VP of sales and marketing, at Cirque du Soleil, Resident Shows Division. In fact, marketing is a relatively new focus because it used to be that “just saying you were coming to town was enough.” Today, Cirque is busy “integrating and corralling” all of its data in an effort to better understand its fans.

In the video above, Derricks also discussed mobile’s importance to Cirque, given that more than 50% of tickets for any particular Las Vegas show gets booked the same day as the show. Digital enables these on-the-fly, real-time decisions, and mobile is a way for Cirque to be there.