This session will demonstrate mapping/analytic software used by marketers to locate and segment their audiences using key socio-economic and psycho-demographic characteristics. Two vendors will be highlighted: MapInfo Inc’s PSYTE and Environics Analaytics’ PRISMce mapping systems. The session will demonstrate the segmentation and mapping of audience databases, and the strategic thinking used by skilled arts marketers to identify opportunities that will broaden, diversify and deepen their audiences/audience experiences. Created by Ken Coulter for the 2008 Technology in the Arts: Canada Conference.
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