Technè: the French Cultural Data Space for culture and media
Technè is a data space project dedicated to the cultural and creative industries in France. It brings together stakeholders from across the entire cultural value chain around concrete, operational and sovereign interoperability solutions.
It connects media outlets, cultural institutions, ticketing platforms, advertising agencies and distribution networks. This interconnection fosters better audience understanding and more direct engagement, while enabling stakeholders to reclaim the value of their inventories and cultural content. Moreover, Technè acts as a cross-sectoral driver that contributes to accelerating the digital transformation of the sector, based on interoperability, compliance with the European regulatory framework and technological neutrality.
Objectives and vision of the Technè Cultural Data Space
Better understand and better reach cultural and media audiences:Enable cultural and media stakeholders to improve their knowledge of audiences in order to develop more effective engagement strategies.
Strengthen the discoverability of cultural offerings: Improve the visibility of events, works and cultural content in media, particularly local media, as well as on search engines and AI agents.
Accelerate the digital transformation of the cultural sector: Provide cultural organisations with tools and infrastructure allowing them to better exploit their data and modernise their digital practices in the universe of digital marketing and advertising, while respecting their DNA and their own strategy, with neutral and agnostic support.
Rebalance the distribution of value: Promote better redistribution of the value generated by cultural and media content for the benefit of creators, media outlets and cultural institutions.
Build a sovereign technological option concerned with preserving the diversity and pluralism of European culture: Develop an interoperable European ecosystem within a framework of trust respecting the standards, technological and strategic choices of operators.
Actors involved in the Technè Cultural Data Space
The Cultural Data Space is based on a network of partners who collaborate to build a secure, interoperable and sovereign data space serving cultural and creative industries. Each stakeholder contributes to the development of new services. Consequently, the Cultural Data Space promotes innovation and the valorisation of cultural and media data.
VisionsTrust: technology at the heart of Technè
The Technè Cultural Data Space relies on VisionsTrust infrastructure to connect stakeholders and manage data exchanges. Thus, organisations can collaborate in an environment compliant with European standards.
VisionsTrust provides:
- an interoperability connector;
- a marketplace to publish and discover offerings to and between members;
- data governance tools;
- contract management and usage policies;
- trust mechanisms compliant with European standards.
Already used in many European projects, VisionsTrust enables the rapid deployment of sovereign and interoperable sectoral data spaces.
Develop your projects through the Technè Cultural Data Space
The Technè Cultural Data Space enables cultural and media organisations to access an interconnected ecosystem without data centralisation or duplication. Through this environment, exploit your data, strengthen the engagement of your audiences, reach them better through media investments best suited to your target audience, improve the performance of your campaigns and develop your activities.
Thus, reduce costs and timeframes related to:
- acquiring and retaining audiences;
- distributing cultural offerings;
- measuring marketing performance;
- implementing collaborative projects;
- exploiting audience data for activation purposes.
Provider
Interoperate your data, digital services or technological solutions according to differentiated modalities respecting the integrity of your databases to better manage your digital activities within a trusted cultural and media ecosystem.
Project leader
Develop new services around:
- audience knowledge;
- cultural recommendation;
- content discoverability;
- cultural marketing;
- campaign impact measurement;
- interconnection of ticketing systems.
Discover the first use cases of the Technè Cultural Data Space
The Technè Cultural Data Space aims to reconstruct an entire audience navigation journey from their first connection to media or cultural content through to the consumption act of the cultural offering. The objective is to restore to publishers and cultural institutions the ability to better understand their audiences, particularly target audiences, to approach them more directly and to make cultural offerings more accessible by amplifying them. This objective is reflected in the implementation of three priority use cases identified by stakeholders in the cultural and creative sector.
Valorisation of audiences and advertising inventories
Technè is inspired by the success of the Canadian Data-Coop Culture project, which has been interconnecting media outlets and cultural institutions for several years to pool and valorise their audience data.
This use case aims to enable cultural stakeholders to:
- understand their audiences in their journey of interest and navigation across multiple sites,
- better allocate their marketing and advertising campaign budgets to media most likely to reach target audiences,
- integrate into the digital marketing and advertising ecosystem within a framework of trust applying interoperability and neutrality logic,
- regain control of their data in compliance with GDPR.
For media outlets, this corresponds to better monetisation of their advertising inventories or even an increase in cultural investments in their media thanks to the more detailed knowledge that this pooling brings about audiences.
The objectives are notably to:
- facilitate consent management and portability,
- interconnect media and advertising agencies,
- pool audiences according to behavioral or thematic criteria,
- support organisations in their data management and digital marketing practices,
- provide decision support tools for local cultural policies.
Ticketing and consumption of cultural offerings
Internal ticketing networks, software, ticketing distributors and resellers are today widely deployed in cultural institutions, but systems are heterogeneous, interoperability remains very limited and still generate numerous manual data re-entries.
This use case aims to interconnect ticketing systems, marketing tools and distribution networks through innovative technologies allowing them to be reconciled to obtain a tool for visualising audience purchase behaviors. Thus, this enables cultural institutions to invest their communication budgets in the most relevant media to reach target audiences likely to be interested in their cultural offerings.
Beyond that, this management tool can be extended by the activation of Technè audience segments on platforms and technologies of choice for cultural institutions and French media.
The objectives are to:
- strengthen GDPR and ePrivacy compliance;
- improve data quality and standardisation;
- strengthen interfaces between solutions;
- structure reporting and statistics;
Automated cultural agenda and discoverability of cultural offerings
Cultural programming data currently remains fragmented, poorly standardised and difficult to exploit by media and distribution platforms.
This use case aims to build an interoperable ecosystem enabling cultural operators to share their programming data and media outlets to access it automatically in order to create enriched, reliable and always up-to-date cultural agendas.
The objectives are to:
- develop automated and interoperable data flows;
- improve the quality and freshness of first-party cultural information;
- provide media with structured access to programming data;
- strengthen the discoverability of events, works and artists;
- strengthen the visibility of cultural offerings on search engines and AI agents.