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The Audience FocusShaping the Arts Council England commissionedintelligence-sharing programme
The Audience Focus: Brief from ACEAims to support funded organisations to:• Gain practical insight into current and potent...
The Audience Focus: Essence / USPWhat can we do that no-one else can?It‟s all about the aggregate:combined intelligence to...
The Audience Focus: Benefits• Who engages, how and why• 360 view of users: as audiences, participants,  givers, online con...
No-one says they need (more) data
The Audience Focus: Adding valueHow? The 3 Es…Evidence         Shared with others, make the caseEngagement       Opportuni...
The Audience Focus: NPO stated KPIs1. Improve systems for data capture and interpretation2. Partnerships for data, marketi...
The Essential ProgrammeKey components
Key components                      Data-collection                         Analysis                        Reporting     ...
The framework•   Box office data-extraction•   Audience surveys•   Online analytics•   Audience panels•   Emphasis on beha...
Audience SegmentationEvolved from ACE Arts Audiences Insight•   Refined segments•   More accurate assignment•   Improved g...
How-to resources, support and toolsResources• The Guide• Sector / artform guides• Strategy guidesSupport• Workshops and br...
Key components                      Data-collection                ONLNE                         Analysis                 ...
Online hubAvailable to all                  Log-in•   Regional profiles + mapping   •   Standard organisation reports•   S...
The Audience Focus hub – example web page
Phased approach to development                 Phase 1          Phase 2          Phase 3 Set-up                 Environmen...
Phased approach to developmentOrganisations will join on a „rolling basis‟ from 2013                     Phase 1         P...
Taking Part
Taking part: Working in clustersClusters pragmatically formed, complementing existing networksGeographic clustersUp to 30F...
Taking part: costsFree to NPOs /          Cost to all                Free to allCost to non-NPOs(£500-1000)• Set-up, suppo...
Key dates•   Consultation now•   Sign ups from January 2013•   Phase 1 from February 2013•   Phase 2 from April 2013•   Ph...
What next?1.   Tell us what would be useful2.   Book time for more detailed discussion3.   Register interest your at theau...
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The Audience Focus - Shaping the Arts Council England commissioned intelligence-sharing programme

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The Audience Focus - Shaping the Arts Council England commissioned intelligence-sharing programme

  1. 1. The Audience FocusShaping the Arts Council England commissionedintelligence-sharing programme
  2. 2. The Audience Focus: Brief from ACEAims to support funded organisations to:• Gain practical insight into current and potential audiences• Embed national approaches to collecting, sharing and applying intelligence• Develop deeper relationships with audiences to better understand expectations and needs• Support the arts to adopt practical approaches to understanding quality of experience
  3. 3. The Audience Focus: Essence / USPWhat can we do that no-one else can?It‟s all about the aggregate:combined intelligence to help individualorganisations, clusters, sectors, the industry see thebigger pictureFrom data to action:through application of our specialistexperience, knowledge and interventions
  4. 4. The Audience Focus: Benefits• Who engages, how and why• 360 view of users: as audiences, participants, givers, online consumers• Confidence and appetite for using audience insight among organisations and cultural leaders
  5. 5. No-one says they need (more) data
  6. 6. The Audience Focus: Adding valueHow? The 3 Es…Evidence Shared with others, make the caseEngagement Opportunities identified and exploitedEfficiency Time and effort reduced, resources and information maximised
  7. 7. The Audience Focus: NPO stated KPIs1. Improve systems for data capture and interpretation2. Partnerships for data, marketing + programming3. Extra-mural programming and outreach activity4. Develop digital marketing function5. Increase audience numbers6. Reach new audiences (non-specific)7. Reach young people
  8. 8. The Essential ProgrammeKey components
  9. 9. Key components Data-collection Analysis Reporting FRAMEWORK AUDIENCE HOW-TO SEGMENTATION RESOURCES Guidance Profiling Workshops Monitoring Facilitation Benchmarking Application tools
  10. 10. The framework• Box office data-extraction• Audience surveys• Online analytics• Audience panels• Emphasis on behaviour, experience and motivation• Comparable• Automated• Robust methodology and analysis
  11. 11. Audience SegmentationEvolved from ACE Arts Audiences Insight• Refined segments• More accurate assignment• Improved geographical targeting• Based on large pool of “real” data• More in depth support materials
  12. 12. How-to resources, support and toolsResources• The Guide• Sector / artform guides• Strategy guidesSupport• Workshops and briefings• 1:2:1 sessions• Facilitate collaborationsApplication tools• CRM, initiatives
  13. 13. Key components Data-collection ONLNE Analysis HUB Reporting FRAMEWORK AUDIENCE HOW-TO SEGMENTATION RESOURCES Guidance Profiling Workshops Monitoring Facilitation Benchmarking Application tools
  14. 14. Online hubAvailable to all Log-in• Regional profiles + mapping • Standard organisation reports• Sectoral profiles • KPI tracking• Artform benchmarks • Comparisons• National indicators • Support• Segment profiles• How-to resources• Case-studies- Incremental development
  15. 15. The Audience Focus hub – example web page
  16. 16. Phased approach to development Phase 1 Phase 2 Phase 3 Set-up Environment Situation Dynamic Primary On-goingConsult with Use existing research & framework fororganisations, information further dataset objectives analysis collection Adds Provides To understand information on regular the cultural motivations & reporting on landscape attitudes key indicators The phases will vary depending on the type of organisation and their starting point
  17. 17. Phased approach to developmentOrganisations will join on a „rolling basis‟ from 2013 Phase 1 Phase 2 Phase 3 Set-up Environment Situation Dynamic Primary On-going Consult with Use existing research & framework for organisations, information further data set objectives analysis collection January to March 2013 From April 2013 From Sept 2013
  18. 18. Taking Part
  19. 19. Taking part: Working in clustersClusters pragmatically formed, complementing existing networksGeographic clustersUp to 30Focus on collaboration, differentiationand joint audience development Sectoral clusters Up to 20 Focus on standards, best practice and benchmarks; with sector body partner Participate independently Research framework, analysis and KPI reporting
  20. 20. Taking part: costsFree to NPOs / Cost to all Free to allCost to non-NPOs(£500-1000)• Set-up, support & • Bespoke reporting • How-to resources workshops • Application tools • Sector guides• Data framework • Individual support • Artform benchmarks• Standard reporting; • Support for audience • Regional profileso Individual development • National indicatorso Regional initiatives • Segment profileso Sectoro Benchmarks• Segmentation system• CEO surgeries and seminars
  21. 21. Key dates• Consultation now• Sign ups from January 2013• Phase 1 from February 2013• Phase 2 from April 2013• Phase 3 from September 2013
  22. 22. What next?1. Tell us what would be useful2. Book time for more detailed discussion3. Register interest your at theaudienceagency.org4. Talk to your local office / Regional Director

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