Mesofunky
Art Exhibition & Online Retail · Salesforce | Zapier | WooCommerce | Google Analytics
CRM Implementation · Audience Architecture · Segmentation Design
A gallery business with a marketing operation that had no structure beneath it.
Mesofunky, an art business running both physical gallery exhibitions and an online retail operation, had a marketing problem that was three problems layered on top of each other. Their audience management system was, in their own telling, abysmal. Their marketing was disjointed: campaigns going out without a coherent audience logic behind them. And their pipelines- both for gallery event attendees and for online buyers, were fragmented and not connected to each other or to any central data source.
The result was a business with genuine cultural credibility and a loyal following that had no systematic way of identifying who their best customers were, where revenue was coming from, or who was about to buy again.
Clean data. A segmentation logic. And pipelines that connected to both sides of the business.
The core gap was audience architecture. Without clean, structured customer data, every marketing decision was made on instinct rather than signal. The online retail side had no conversion tracking. The gallery events side had no retention logic; attendees were not being nurtured back into repeat attendance or online purchases. And the two sides of the business, gallery and retail, were not sharing data at all.
A clean CRM, a unified audience, and a segmentation architecture built on behaviour.
The engagement began with audience cleaning, a thorough review and restructuring of the entire customer database. Duplicates removed, properties mapped, contact records standardised. This was not cosmetic: without clean data, no segmentation logic would work correctly.
New segmentation logic was built from scratch based on three behavioural signals: sales history (what had a customer bought and when), drop-off (where customers were falling out of the purchase journey), and buy-back potential (who had a high likelihood of returning based on their engagement pattern). This gave Mesofunky, for the first time, a clear view of who their audience actually was.
Pipelines were built for both sides of the business, gallery events and online retail, and connected to the central CRM data layer so that a customer’s gallery attendance could inform their retail targeting and vice versa. Salesforce was implemented as the central system, integrated with WooCommerce for the online store and Zapier for cross-platform automation.
- Complete audience rebuild - from an abysmal, disjointed database to a clean, segmented, structured CRM for the first time.
- Three-signal segmentation logic operational - the business can now identify its best customers, its at-risk customers, and its highest buy-back potential contacts automatically.
- Gallery and online retail pipelines connected - customer behaviour on one side of the business now informs targeting on the other.
- All marketing campaigns now running from audience segments rather than undifferentiated list sends
- Significant improvement in marketing performance and audience engagement. Specific metrics remain client-confidential.
The entire audience management system runs automatically, segment membership updates on purchase and engagement signals, campaign audiences are populated from CRM data, and both the gallery and retail pipelines progress through their stages with automated touchpoints at each key moment.
Salesforce · Zapier · WooCommerce · Google Analytics · Miro (process mapping)
Independent consultant – CRM implementation, audience architecture, pipeline design
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