This document summarizes a study on how mid-sized to large performing arts organizations implement data-driven marketing strategies. It finds that while these organizations collect internal data like CRM information and ticket sales, they primarily use the data for operational purposes rather than strategic decision making. The marketing approaches of the organizations studied integrate some data analysis but are not truly "data-driven". Further organizational changes and dedicated analytics personnel may be needed for their approaches to fully align with traditional data-driven marketing concepts.

1. Strength in Numbers
Data-Driven Strategic Marketing for
Mid-Sized to Large Performing Arts Organizations
Victoria Sharbaugh | American University | 2016

2. Research Questions
1. How are performing arts organizations
implementing data-driven marketing?
2. How is that approach integrated into an arts
organizations’ strategic marketing process?
3. How does the arts data-driven marketing approach
compare to the traditional data-driven marketing
concept?

3. What is data?
Internal External
CRM data
Social media analytics
Ticket stubs
Financial data
Website data
Consultant research
Published reports
Census data
Interviews
Survey

4. Traditional Model
Key Components:
Puts customers at the forefront
Frequency of data use
Comprehensive use of data

5. Data-Driven Marketing
The comprehensive use of data, whether internally-
generated or externally-retrieved, to drive and
influence every aspect of the strategic marketing
process, which includes planning, implementation,
analytics, decision-making, and evaluation.

8. Why Performing Arts
Organizations?

9. Size of the Organization
Large Mid-Sized

10. Survey Findings

11. Hesitance to Participate
Why?
Competitiveness in the arts
Doesn’t apply to me
Fear of the unknown

12. Prominence of Internal Data
Never Rarely
(Once or twice a
year)
Sometimes
(Every month or
two)
Often
(Every couples of
weeks)
Always
CRM data 0 2 5 2 2
Ticket stubs 3 1 4 0 3
Website data 0 1 2 3 5
Facebook analytics 1 2 1 4 3
Twitter analytics 1 4 0 4 2
Email analytics 2 0 0 5 4
Demographic data 1 3 1 5 1
Behavioral data 3 3 3 2 2

13. Operational vs. Strategic
Marketing
5
11
14
14
12
7
10
6
3
0 2 4 6 8 10 12 14 16
Marketing Information
What kinds of information does your organization
use internal or external data for?
Other Pricing Customer Service Public Relations Audience Participation
Audience Engagement Digital Media Campaigns Branding Annual Reviews

14. Organizational Comparison
O1
•Mid-sized
•Marketing
team of 7
O2
•Large
•Marketing
team of 15
O3
•Mid-sized
•Marketing
team of 5
O4
•Large
•Marketing
team of 14

15. Organizational Comparison
#1 Minimal external data use (again!)
#2 Data is hard!
#3 How does mission play a part?
#4 Behaving reactively

16. O2 Data-Driven Decision-Making Process

17. O4 Data-Driven Decision-Making Process

18. Comparison of O2 to O4
Similarities
Traditional marketing
Always adjusting strategy
Involvement of the staff
Differences
Designated personnel
Frequency of data analysis
Challenges of data use

19. Ambiguity of Data-Driven Strategic
Marketing

20. Internal Data External Data

21. Metrics and Analytics

22. Recommendations
Organizational change
Dedicated personnel
Develop analytics
Think strategically

23. Suggestions for Further Research

24. Research Questions
1. How are performing arts organizations implementing data-
driven marketing?
It’s data-informed, not data-driven.
2. How is that approach integrated into an arts organizations’
strategic marketing process?
It’s operational, not strategic.
3. How does the arts data-driven marketing approach compare to
the traditional data-driven marketing concept?
It’s not the same….yet.

25. Strength in Numbers
Data-Driven Strategic Marketing for
Mid-Sized to Large Performing Arts Organizations
Victoria Sharbaugh | American University | 2016

26. SMU National Center for Arts

27. O1 Data-Driven Decision-Making Process
Examine marketing
budget.
Discuss content of
each show and
segment audiences.
Pull internal CRM
data to examining
past audience
buying patterns.
Organize internal
CRM data into
charts and graphs.
Use TRG's data center
to track demographics
and target audience.
Marketing team
analyzes all internal
and external data.
Traditional and
digital media
campaign.
Once tickets begin
to sell, pull internal
data reports to track
sales and audience
behaviors.
Adjust marketing
strategy
accordingly.

28. O3 Data-Driven Decision-Making Process
Internal CRM data
to track past
audience buying
patterns.
Split audiences into
two groups: loyal
patrons and single
ticket buyers.
Traditional and
digital marketing
campaign.
Pull internal data
from revenue
management
application software.
• Marketing Director has weekly meeting with
advertising agency.
• Marketing Director has weekly meeting with CRM
database.
• Marketing director reviews pulled internal data with
FOH
Marketing director
brings data analysis
to executive leaders.
Marketing strategy
adjusted accordingly
and dynamic pricing
ensues.