This document summarizes a presentation exploring data-driven business models in the creative arts sector. It identifies many potential data sources and applications that could provide arts organizations with insights into user behavior and experiences. These include using mobile apps, social media, analytics tools and open data to better understand audiences and customize experiences. The presentation also addresses challenges arts groups face in obtaining and using data due to limited resources, and discusses strategies some organizations have used to overcome barriers and gather data through crowd-funding and partnership initiatives.

1. PRESENTED BY: @MaryJaneEdwards @AAM_Associates & @staffsuni
Speakers @theartstack
Facilitated by @andyHamflett
Exploring data-driven
busiNEss models in the arts
February 2015
AAM.

5. Context

6. Exploring the barriers to developing
data-driven busIness models
in the creative arts sector

7. This person...
It’s Never been easier!
Tools Are simpler & cheaper!
Even non-technical people can use
them!!!

8. Terms & Data landscape

9. Data disciplines
• Data science
• Machine learning
• Data mining
• Predictive modelLing
• Statistics
• Industrial statistics
• Mathematical optimisation
• Actuarial sciences
• High performance Computing
• Operations research
• Six sigma
• Quant
• Artificial intelligence
• Computer science
• Econometrics
• Data engineering
• Business intelligence
• Data analysis
• Business analytics

10. The Convergence of
mobile
social
analytics
cloudAccess
& context Behaviour
& preference
Computing power
& storage
Insights
& analysis

11. Big DAta

12. Open DAta

13. In Simple terms

14. Data
discrete facts and figures about people, objects &
events
information
analysis & processing of data
knowledge
distilling information to incorporate experience
and values

15. Business models

16. Application in business & TECh startups
DATA VALUE CHAIN:
• DATA COLLECTION
• DATA ANALYTICS
• BUSINESS INTELLIGENCE
• CONSULTING SERVICES
• SOFTWARE DEVELOPMENT
SOURCES
• OPEN DATA IN PUBLIC DOMAIN
• ENTERPRISE DATA
• PERSONAL DATA

17. Delivering against your mission
Describing the rationale of how an
organisation creates, delivers, and
captures value

18. Three types of value
Creative. Public. Commercial.
How can data give you better insight to
make decisions
so you can create value and deliver against your
mission?

19. consumer behaviour

20. Retail apps

21. Commercial entertainment

22. Matching user intent
Targeting
the right
user
At the
right time
With the
right
message

23. Data as insight

24. arts & culture

25. data touch points
E-mail
Apps
Info
screen
Café
WebsitE
Audio
guides
point
of sale
Gift
shop
games
Wifi
pings
Wear-
ables
Foot
fall

26. “All we know is who walks through
the door. We don’t know who they are,
what they’re doing or what they’re
learning.”
Maxwell L. Anderson, Director of the
Dallas Museum of Art.

27. user (visitor) experience

28. The louvre visiting style

29. The Science Museum fundraising desk

30. Dma free membership

31. DMA personal profiles

32. DMA rewarding engagement

33. Crowd management wireless festival

34. Taking it to the next level

35. Cooper hewitt pen

36. Cooper hewitt api

37. Aaron straup Cope, lead engineer
“The API is there to develop multiple
interfaces. That’s the whole point of an API
– you let go of control around how people
interpret data and give them what they ask
for, and then have the confidence they’ll
find a way to organise it that makes sense
for them.”

38. Artsy’s Art Genome project

39. I don’t have a building or data!

40. Crowd funding data

41. The rules of the curve

42. Growth hacking principles
Acquisition – how do users find you?
Activation – do users have a great
experience?
Retention – do users come back?
Revenue – how do you make money?
Referral – do users tell others?

43. Pooled membership

44. Measuring the intangible artory app

45. Non ticketed I’m @ App

46. And breathe...

47. No one knows what to do!

49. Open session overview

50. Instinct vs. insight

51. Internet & Data privacy

52. Starter for ten
1. If you could do anything with your data tomorrow
what would you do with it?
2. What would stop you from doing this?
3. how have you used data to change your business
for the better?
4. how did you make it happen?
5. Did anything get in your way?
6. What would be a data ‘game changer’ for the
sector?

53. Discussion

54. Feedback – key points

55. Final thoughts & questions

56. THANKS for your tIME!
AAM.
Feel free to get in touch if you have any questions or would like to hear more
about our work.
@MaryJaneEdwards
@AAM_Associates
@andyhamflett
@StaffsUni
mary@aamassociates.com
andy@aamassociates.com
j.hetherington@staffs.ac.uk

57. Links 1
• IBM infographic: http://www.ibmbigdatahub.com/infographic/four-vs-big-data
• Starbucks payment app: http://tinyurl.com/ptvmuzr
• Macy’s beacon app:
http://www.washingtonpost.com/news/business/wp/2014/09/25/is-the-new-technology-
at-macys-our-first-glimpse-of-the-future-of-retail/
• Shazam:
http://www.forbes.com/sites/katherynthayer/2014/12/10/shazam-and-spotify-put-data-
on-the-playlist/?ss=data-companies
• Jawbone:
http://mobihealthnews.com/39890/report-fitbit-expected-to-ipo-in-2015-jawbone-
experiments-with-brands/
• Optimizely: https://www.optimizely.com

58. Links 2
• DMA free membership: https://www.dma.org/visit/dma-friends
• DMA personal profiles: http://vimeo.com/61111779
• DMA 1930’s makeover:
https://uncrated.wordpress.com/2013/10/21/permanent-waves-and-lipstick-craves/
• The louvre beacon case study: http://senseable.mit.edu/louvre/
• The Science museum fundraising desk:
http://www.effectivedesign.org.uk/winners/2014/events-visitor-attractions/science-museum-
fundraiser-desk
• Crowd connected, wireless festival:
http://www.surrey-research-park.com/files/SRP%20News%20Winter%202014-2015%20email.pdf?
utm_content=buffer15a09&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer
• Cooper HewitT: https://www.cooperhewitt.org/new-experience/
• Aaron Straup Cope Quote:
http://www.theatlantic.com/technology/archive/2015/01/how-to-build-the-museum-of-the-
future/384646/
• Artsy art genome project: https://www.artsy.net/theartgenomeproject

59. Links 3
• CrowD funding: https://www.patreon.com, http://tocyn.launchrock.com,
http://www.artfund.org/get-involved/art-happens
• The Curve: http://www.thecurveonline.com
• We are public: http://wearepublic.nl/en/
• Im @ APP: http://www.im-at-app.com
• Im @ APP Liverpool pilot:
http://www.theguardian.com/culture-professionals-network/2014/dec/12/how-we-made-im-at-
app-liverpool-culture
• Plymouth app artory:
http://www.theguardian.com/culture-professionals-network/2015/feb/06/artory-culture-
plymouth-app-story