Case Study: Science Museum Group achieves over 100% increase in engagement with Teradata

The Science Museum Group improves engagement levels by over 100%

The Science Museum Group, the UK's leading collection of five science and innovation museums attracting five million visitors a year, needed to make its marketing more relevant. The Group relied on generalist subscriber data, which left little insight into individual preferences and led to high unsubscribe rates, low merchandise sales and weak audience engagement.

Teradata built a preference centre and landing pages to capture demographic and interest data at sign-up, launched welcome programs and used segmented campaigns via its Digital Messaging Center to re‑engage and target audiences. Over three campaigns in three months they collected 10,000 opt‑ins; welcome emails averaged 32% open and 6% click rates, and newsletters to the new leads outperformed organic audiences by +24% opens and +30% clicks—more than doubling overall engagement.

Science Museum Group