UNDERSTANDING AUDIENCES: Adopting Big-Data Thinking in the Arts
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Transcript of UNDERSTANDING AUDIENCES: Adopting Big-Data Thinking in the Arts
UNDERSTANDING AUDIENCES:Adopting Big-Data Thinking in the Arts
WHAT IS ARTSBOSTON?
ArtsBoston.org
BosTix Discount Ticketing
ArtsBoston Audience Initiative
Civic Collaborations
Shared Learning
Tourism Outreach
Email Marketing
Discounted Advertising
Media & Community Partnerships Social Media Outreach
reinvested into the regional arts economy
residents and visitors in Greater Boston reached
regional arts & cultural organizations promoted
arts & cultural organizations promoted
years of arts and cultural community service
38
2,300
20,000,000
$55,000,000
Boston Ballet
The area’s largest and most comprehensive nonprofit arts service organization and one of
the leading organizations of its kind in the country.
THE ARTSBOSTON DIFFERENCE
165
IDENTIFYING A CORE NEED IN THE COMMUNITYArts groups need access to more comprehensive patron data in order to understand WHO is in their audience.
WHO ARE THESE PEOPLE?
To address this, ArtsBoston partnered with TRG Arts, widely acknowledged as the industry leader in developing community databases, to create the ArtsBoston Audience Initiative (AAI)
2004•ArtsBoston launches the ArtsBoston Big List
2010•Market knowledge task force convened to explore creation of a community database for Greater Boston
2011• Berkshire Taconic
Community Foundation and ArtsBoston develop pilot program for Berkshires region.
2012•ArtsBoston Audience Initiative (AAI) launches with 48 participating organizations and 1.2 million households in database
2013•2nd annual AAI conference held in Boston.
•ArtsBoston plans and facilitates 1st national convening of community databases in Philadelphia.
HOW THE ARTSBOSTON AUDIENCE INITIATIVE EVOLVED
BUILDING RELATIONSHIPS
MEET CUTE
THE FIRST FEW DATES
COMMITMENT
LONG-TERM COMMITMENT
COURTSHIP
LOVE
NEW BUYER
REPEAT BUYER
MULTI-BUYER
SUBSCRIBER OR MEMBER
DONOR
ADVOCATE / INVESTOR
P E R S O N A LR E L AT I O N S H I P S
To do this,
you need
their DATA!
PAT R O N R E L AT I O N S H I P S
Start with Organizational Data
HOW DOES THE ARTSBOSTON AUDIENCE INITIATIVE WORK?
Compile, Clean and Match
Organizations Access Research and Reporting Tools
Organizations Receive Technical Assistance and Collaborative Learning Opportunities
Demographics Geography
Psychographics
Append with Axciom Data
56 Participating Organizations
5+ Million Records Uploaded
1.3 Million Unique Households
750+ Reports Run
1+ Million Addresses Traded
AAI QUICK FACTS
1 out of every 3 homes in Metro Boston is currently in the database.
METRO BOSTON PRESENCE
46%
20%
13%
9%6% 4% 2%
Genre
MusicTheatreMulti-DisciplinePresentingMuseumDanceComedy
26%
35%4%
20%
13%2% Budget Size
$5m$1-5m$500k - $1m$100 - 500k$50 - 100kUnder $50k
AAI PARTICIPANT DEMOGRAPHICS
The broader we can go, the more different types of organizations we can invite in, the better picture we’ll have of what the potential is for the arts in Greater Boston.
David DalenaHuntington Theatre Company
Boston University College of Fine Arts
Boston Youth Symphony Orchestra
Broadway in Boston
Cantata Singers
Cappella Clausura
Celebrity Series of Boston
Central Square Theater
Chameleon Arts Ensemble
Chorus pro Musica
Citi Performing Arts Center
Company One
Danforth Art
Discovery Ensemble
Emmanuel Music
From the Top
Hanover Theatre for the Performing Arts
Huntington Theatre Company
Improv Asylum
Institute of Contemporary Art/Boston
Isabella Stewart Gardner Museum
Jose Mateo Ballet Theatre
Lexington Symphony
Lyric Stage Company of Boston
New Repertory Theatre
Opera Boston - DATA ONLY
Pro Arte Chamber Orchestra
Radius Ensemble
Revels
Rockport Music
SpeakEasy Stage Company
Stoneham Theatre
Symphony Nova
The Boston Conservatory
The Handel and Haydn Society
Walnut Hill School for the Arts
Wellesley College
WGBH
Zumix
Actors' Shakespeare Project
American Repertory Theater
ArtsBoston
ArtsEmerson
Blue Heron
Blue Man Group
Boston Ballet
Boston Baroque
Boston Center for the Arts
Boston Chamber Music Society
Boston Classical Orchestra
Boston Early Music Festival
Boston Gay Men's Chorus
Boston Lyric Opera
Boston Midsummer Opera
Boston Philharmonic
Boston Symphony Orchestra
ARTSBOSTON AUDIENCE INITIATIVE (AAI) PARTICIPANTS
January 1, 2012 – December 31, 2012
Participants pulled:
341 Mail or Email lists
295 Demographic Reports
214 Segment Penetration Reports
118 Zip Code Penetration Reports
Quarterly NCOA on 1,956,125 records
These services are valued at more than
$415,000And are all included at no extra cost to participants.
HOW ARE ARTS GROUPS USING IT?
Arts groups can pull up a variety of reports that compare their data to all patrons included in the AAI as well as contextual data for all of Greater Boston.
Data points include age, race, marital status, education and income level.
SAMPLE ORGANIZATION REPORT
Participants have 24/7 access to their own patron data and community-level reports, plus automated mailing list trading, through TRG Arts’ online data management system, eMerge.
24/7 ONLINE ACCESS
ORGANIZATIONAL REPORTS
ZIP CODE PENETRATION SEGMENT PENETRATION
DEMOGRAPHIC OVERLAY
“I can run a demographic report on our audience in 15 minutes. There’s no way we could get this level of accurate insight with a traditional audience survey.” -Henry Lussier, Director of Marketing for The Lyric Stage Company of Boston
AUDIENCE FACTNew patrons can be incented to come again and become regular arts attendees!
BIG PICTURE SECTOR DATA: WHAT THE AAI TELLS US
Q: Of those attending more than one organization (24%), how many did they attend?
A: 2 Orgs: 14% 3 Orgs: 5% 4 Orgs: 2% 5+ Orgs: 3%
AUDIENCE FACTMulti-buyers are great prospects since they have a proven track record of participation.
Q: How many households were brand new to the orgs in the database?
A: 22% from Patron Origination Report
Because TRG Arts manages 20 databases across the country, participants can benefit from national best practices and national market research.
NATIONAL NETWORK OF SHARED LEARNING
To provide technical assistance and encourage shared learning, ArtsBoston hosts monthly small group sessions with 5-10 people to learn more about system tools, and help users turnresearch into action. Workshop topics include:
Digging into eMerge l l Targeting and Engaging Audiences with the AAI
Individual Donor Trends and Tracking l l Next Level Segmentation Strategies
TRAINING: SMALL GROUP WORKSHOPS
ArtsBoston‘s monthly Knowledge Exchange Newsletter keeps
participants informed on how to take full advantage of the
system, and is one reason AAI usage rates are so high.
AAI KNOWLEDGE EXCHANGE E-NEWSLETTER
John Beck
617.262.8632 x 240
Usage High Usage0%
10%20%30%40%50%60%70%80%90%
100%
BostonChicagoPhiladelphiaSan FranciscoLos Angeles
(5+ inquiries through system)
Thanks to ArtsBoston’s multi-faceted training and technical assistance, Boston’s arts groups have actively embraced our community database
as a practical tool for analyzing and building audience participation.
BEST-IN-CLASS: NATIONAL USAGE RATES
DATA=POWER. BUT HOW DO YOU COLLECT IT?Ticketed Events: Encourage patrons to buy in advance, and train box office staff to collect data from walk-up sales.
Non-Ticketed & Free Events: Much trickier… Here are two examples of how others have tackled this challenge:
Norman Rockwell Museum
Isabella Stewart Gardner Museum
The Norman Rockwell Museum installed a kiosk where guests can enter their information for a chance to win a special prize. It works!
The Isabella Stewart Gardner Museum has interns and volunteers who approach visitors with an iPad to ask for their information. It works too!
Ford Hall Forum (free lectures) gathers patron data using Eventbrite:
DATA=POWER. BUT HOW DO YOU COLLECT IT?
The Huntington Theatre Company is utilizing the reporting tools in the AAI to track participation in its new Community Membership program, which reaches out to clients of local social service agencies.
American Repertory Theatre used the AAI to identify prospects for its annual new subscriber mailing. Analysis showed that although the standard 1-2% bought subscriptions, an extraordinary 20% of those who received the subscription brochure went on to purchase single tickets at some point during the season.
Handel and Haydn Society is using the AAI to develop a new single ticket buyer loyalty program. An AAI workshop allowed them to work with ArtsBoston staff and colleagues to explore how they should establish a baseline and what benchmarks would indicate “success.”
AAI CASE STUDIES
Situation
Goal: Prove that the Pavilion is serving a wide audience in order to receive funding from the City of Denver.
Solution
Reporting: Pulled a demographic match report & zip penetration on all of their data.
Result: They were prepared and ready for the presentation to the committee. Funding Received!
CASE STUDY: DENVER BUTTERFLY PAVILION
Situation
Traditional marketing for the company focused ONLY on Skokie residents until a new marketing director became concerned about marketplace saturation
Solution
Searched the co-op and discovered pockets of theater-goers traveling “past” Skokie to get to downtown theaters
Targeted marketing efforts at theater-goers North and West of Skokie promoting “high quality theater, more convenient to where you live”
Result: Discovered whole new markets for their product
CASE STUDY: NORTHLIGHT THEATRE SKOKIE, IL
Situation:
Needed to increase admissions to achieve a more financially sustainable business model
Solutions:EMP recognized the value of data, learned how to act on it, and used what they learned to inform marketing decisions for increased ROI/cost of sale
EMP re-set pricing, simplified and streamlined discount policies
Instituted discount for online advanced sales
Improved messaging to communicate unique value proposition
Result: Online purchases have gone from 1% to 22% in 2013 (and growing)
CASE STUDY: EMP MUSEUM SEATTLE, WA
THANK YOU!
For more information contact:
Deputy Director John Beck at [email protected]
Executive Director Catherine Peterson at [email protected]
Or click:http://www.artsboston.org/page/audienceinitiative