The Audience Focus is a new intelligence-sharing program commissioned by Arts Council England to help cultural organizations better understand their audiences. It aims to: [1] Provide practical audience insights; [2] Embed approaches to collecting, sharing, and applying audience data; and [3] Help organizations develop deeper relationships with audiences. The program will provide a framework for data collection, analysis, reporting, and audience segmentation. It will also offer how-to resources, support, and tools to help organizations apply the insights. The Audience Focus will launch in phases starting in early 2013 and be available to all cultural organizations through an online hub.
Research-for-development (R4D) has been viewed as generating evidence on the effectiveness of foreign aid, inventing new technologies that serve poor people, and strengthening research capabilities in poor countries. What determines which of these policy goals are pursued?
Public research funders adjust their approach based on past experience and on the expectations within their home governments. These dynamics influence how R4D is defined and funded, which carry implications for researchers at home and abroad.
Launching Loyalty from a ‘Second Date’ with Patrons: TRG Arts
When the going got tough at Seattle Repertory Theatre, Director of External Affairs Katie Jackman and her team got going on a program for retaining first-time single ticket buyers – and stuck with it in the face of budget cuts, staff furloughs, and their own occasional doubts. Acting on TRG counsel Jackman and the SRT team launched their effort by getting new buyers to come again during their first season – achieving a “second date” with first-time patrons. When that led to triple the retention rate among new single ticket buyers, SRT kept going. They rolled out a disciplined, purposeful cultivation effort over the next three seasons, a program TRG lauds as a model for the industry.
In this free webinar, Jackman and the SRT team join TRG’s VP of Strategic Communications Joanne Steller to trace the four-year history and results of SRT’s new buyer retention program and to answer your questions about its applicability to your organization. You’ll learn:
• How SRT conducted and continued “second date” retention efforts among new-to-file single ticket buyers.
• What SRT did, what they stopped doing, and what they’ll do next to achieve growth in new patron engagement and revenue.
• Examples of strategic practices you may want to adopt.
While some debate the feasibility of the current arts business model and look to new audiences to fill the gap, the fact remains: only 1 out of 5 new patrons come back a second time. Our problem is not new audiences; it’s keeping the patrons we have--and increasing their loyalty to our organizations.
Loyalty can be achieved when a patrons’ passion for the arts is activated. Strategies that promote loyalty involve common-sense measures to draw in "newbies" and deepen relationships among first- and long-time patrons. Best practices focus on increasing patron satisfaction and, in turn, ongoing revenue. The 5th Avenue Theatre, in collaboration with TRG Arts, is building a wholly new model of audience engagement, centered on this view of patron loyalty.
5th Avenue Theatre’s Vice President of Marketing and Communications Sean Kelly and TRG’s Senior Consultant Laura Willumsen lead this webinar, which focuses on the benefits of viewing patron interactions through the lens of their lifetime loyalty to your organizations. You’ll learn:
● why loyalty is the only sustainable model for revenue growth
● what makes a targeted, purposeful loyalty strategy different from more general audience engagement programs
● about the specific techniques Kelly and Willumsen used to drive retention, as well as increase engagement and revenue at 5th Avenue Theatre
Jim Warren
National Institute for Health Innovation, University of Auckland
(Friday, 3.00, General 3)
Provides background and overview of a Health IT Evaluation Framework that has been developed to support the National Health IT Plan and New Zealand health innovation generally. The framework recommends a pragmatic approach that includes use of both quantitative data (particularly data based on the transactional logs of operational IT systems), and qualitative data systematically gathered through stakeholder interviews. An Action Research orientation is recommended where the evaluators actively seek to understand barriers and find pointers to potential solutions. The investigation protocol is recommended to be iterative and flexible, and to involve dissemination of intermediate findings for feedback and broad dissemination of final results. Moreover, evaluation should be integrated with implementation, rather than a standalone post implementation activity. No single type of measurement should dominate the evaluation, which should employ a measurement framework including work and communication patterns, organisational culture, safety, effectiveness, system integrity and usability, as well as vendor factors, project management, participant experience and governance.
Research-for-development (R4D) has been viewed as generating evidence on the effectiveness of foreign aid, inventing new technologies that serve poor people, and strengthening research capabilities in poor countries. What determines which of these policy goals are pursued?
Public research funders adjust their approach based on past experience and on the expectations within their home governments. These dynamics influence how R4D is defined and funded, which carry implications for researchers at home and abroad.
Launching Loyalty from a ‘Second Date’ with Patrons: TRG Arts
When the going got tough at Seattle Repertory Theatre, Director of External Affairs Katie Jackman and her team got going on a program for retaining first-time single ticket buyers – and stuck with it in the face of budget cuts, staff furloughs, and their own occasional doubts. Acting on TRG counsel Jackman and the SRT team launched their effort by getting new buyers to come again during their first season – achieving a “second date” with first-time patrons. When that led to triple the retention rate among new single ticket buyers, SRT kept going. They rolled out a disciplined, purposeful cultivation effort over the next three seasons, a program TRG lauds as a model for the industry.
In this free webinar, Jackman and the SRT team join TRG’s VP of Strategic Communications Joanne Steller to trace the four-year history and results of SRT’s new buyer retention program and to answer your questions about its applicability to your organization. You’ll learn:
• How SRT conducted and continued “second date” retention efforts among new-to-file single ticket buyers.
• What SRT did, what they stopped doing, and what they’ll do next to achieve growth in new patron engagement and revenue.
• Examples of strategic practices you may want to adopt.
While some debate the feasibility of the current arts business model and look to new audiences to fill the gap, the fact remains: only 1 out of 5 new patrons come back a second time. Our problem is not new audiences; it’s keeping the patrons we have--and increasing their loyalty to our organizations.
Loyalty can be achieved when a patrons’ passion for the arts is activated. Strategies that promote loyalty involve common-sense measures to draw in "newbies" and deepen relationships among first- and long-time patrons. Best practices focus on increasing patron satisfaction and, in turn, ongoing revenue. The 5th Avenue Theatre, in collaboration with TRG Arts, is building a wholly new model of audience engagement, centered on this view of patron loyalty.
5th Avenue Theatre’s Vice President of Marketing and Communications Sean Kelly and TRG’s Senior Consultant Laura Willumsen lead this webinar, which focuses on the benefits of viewing patron interactions through the lens of their lifetime loyalty to your organizations. You’ll learn:
● why loyalty is the only sustainable model for revenue growth
● what makes a targeted, purposeful loyalty strategy different from more general audience engagement programs
● about the specific techniques Kelly and Willumsen used to drive retention, as well as increase engagement and revenue at 5th Avenue Theatre
Jim Warren
National Institute for Health Innovation, University of Auckland
(Friday, 3.00, General 3)
Provides background and overview of a Health IT Evaluation Framework that has been developed to support the National Health IT Plan and New Zealand health innovation generally. The framework recommends a pragmatic approach that includes use of both quantitative data (particularly data based on the transactional logs of operational IT systems), and qualitative data systematically gathered through stakeholder interviews. An Action Research orientation is recommended where the evaluators actively seek to understand barriers and find pointers to potential solutions. The investigation protocol is recommended to be iterative and flexible, and to involve dissemination of intermediate findings for feedback and broad dissemination of final results. Moreover, evaluation should be integrated with implementation, rather than a standalone post implementation activity. No single type of measurement should dominate the evaluation, which should employ a measurement framework including work and communication patterns, organisational culture, safety, effectiveness, system integrity and usability, as well as vendor factors, project management, participant experience and governance.
ReSAKSS-AfricaLead Workshop on Strengthening Capacity for Strategic Agricultural Policy and Investment Planning and Implementation in Africa
Safari Park Hotel, Nairobi, June 25th‐ 26th 2012
Digital summit Dallas 2015 - Research brings back the 'human' aspect to insightsRamkumar Ravichandran
Every established firm needs engaged Consumers and brand loyalists and advocates - higher the share of loyal & engaged consumers, higher is the brand respect and business performance. Numbers are relatively inexpensive, quick, efficient and more direct way of understanding the engagement and drivers. However Research adds in the additional dimension of motivations/emotions driving such engagement. Only when we bring them together in a strategic way, can we truly appreciate our Customers & be able to offer them the best solutions & services.
This is a presentation from Cimeon Ellerton, Head of Programmes at The Audience Agency, delivered at Nordic Grammy Award Conference in Oslo on 29 January 2015.
Cimeon Ellerton, Head of Programme at The Audience Agency, and Eva Kabzinska, Data Scientist at The Audience Agency, joined Claire Round, Director of Marketing and Brand at the ENO, delivered the keynote 'Data Science: towards a 360° degree view of audiences' at the AMA Digital Marketing Day on 8 December 2015.
The keynote shared the success and outcomes of Arts Data Impact, a Big Data initiative supported by the Digital R&D Fund for the Arts, which embedded data scientists into three of the UK's largest arts organisations - the National Theatre, English National Opera (ENO) and the Barbican.
More Related Content
Similar to The Audience Focus - Shaping the Arts Council England commissioned intelligence-sharing programme
ReSAKSS-AfricaLead Workshop on Strengthening Capacity for Strategic Agricultural Policy and Investment Planning and Implementation in Africa
Safari Park Hotel, Nairobi, June 25th‐ 26th 2012
Digital summit Dallas 2015 - Research brings back the 'human' aspect to insightsRamkumar Ravichandran
Every established firm needs engaged Consumers and brand loyalists and advocates - higher the share of loyal & engaged consumers, higher is the brand respect and business performance. Numbers are relatively inexpensive, quick, efficient and more direct way of understanding the engagement and drivers. However Research adds in the additional dimension of motivations/emotions driving such engagement. Only when we bring them together in a strategic way, can we truly appreciate our Customers & be able to offer them the best solutions & services.
This is a presentation from Cimeon Ellerton, Head of Programmes at The Audience Agency, delivered at Nordic Grammy Award Conference in Oslo on 29 January 2015.
Cimeon Ellerton, Head of Programme at The Audience Agency, and Eva Kabzinska, Data Scientist at The Audience Agency, joined Claire Round, Director of Marketing and Brand at the ENO, delivered the keynote 'Data Science: towards a 360° degree view of audiences' at the AMA Digital Marketing Day on 8 December 2015.
The keynote shared the success and outcomes of Arts Data Impact, a Big Data initiative supported by the Digital R&D Fund for the Arts, which embedded data scientists into three of the UK's largest arts organisations - the National Theatre, English National Opera (ENO) and the Barbican.
The first of The Audience Agency's nationwide Insight Events took place in London in December 2015.
With over 21 million transactions and 125,000 surveys, The Audience Agency’s Audience Finder is the largest cultural dataset in the world. But what does it tell us about our audiences?
This event for cultural organisations, large and small, publicly funded and West End, delved deeper into the behaviour of London audiences focusing on the key segments: Metroculturals and Kaleidoscope Creativity. Using data gathered from across London’s arts organisations and museums, we took a detailed look at frequency, lower attendance and digital engagement.
Audiences in London are busy: in and out of museums, going to their local arts centre, travelling to the West End and more. The more we know about what people are doing and what decisions they are making, the more we can increase the return on our investment of effort. Download a copy of the presentation below to find out more. Download
Developing long-term relationships with young people - Wellcome Collection’s ...The Audience Agency
The Young Creators programme aims to build ongoing relationships with young people; how does this model work and what is the impact on the organisation?
Initial evaluation will be shared to reflect on some of the success and challenges. The session will also offer some tips on how to engage young people in the first place, and keep them involved.
Clare Carlin, Youth Programme Manager, Wellcome Collection and Lucie Fitton, Head of Engagement, The Audience Agency
How does your museum compare within your city, in your region or throughout the nation? An overview of the latest findings, results and tools from The Audience Agency’s Visitor Finder programme that is answering the difficult questions facing the sector. What has it discovered and, more importantly, how can it help you?
Cimeon Ellerton, Head of Programmes, The Audience Agency
Anne Torreggiani's presentation about arts attenders in the UK and The Audience Agency's new segmentation tool, Audience Spectrum. This presentation was delivered at the Arts Marketing Association Conference in Bristol on 23 July 2014.
2. The Audience Focus: Brief from ACE
Aims 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. The Audience Focus: Essence / USP
What can we do that no-one else can?
It‟s all about the aggregate:
combined intelligence to help individual
organisations, clusters, sectors, the industry see the
bigger picture
From data to action:
through application of our specialist
experience, knowledge and interventions
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
6. The Audience Focus: Adding value
How? The 3 Es…
Evidence Shared with others, make the case
Engagement Opportunities identified and exploited
Efficiency Time and effort reduced,
resources and information maximised
7. The Audience Focus: NPO stated KPIs
1. Improve systems for data capture and interpretation
2. Partnerships for data, marketing + programming
3. Extra-mural programming and outreach activity
4. Develop digital marketing function
5. Increase audience numbers
6. Reach new audiences (non-specific)
7. Reach young people
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. Audience Segmentation
Evolved 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. How-to resources, support and tools
Resources
• The Guide
• Sector / artform guides
• Strategy guides
Support
• Workshops and briefings
• 1:2:1 sessions
• Facilitate collaborations
Application tools
• CRM, initiatives
16. Phased approach to development
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
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. Phased approach to development
Organisations 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
19. Taking part: Working in clusters
Clusters pragmatically formed, complementing existing networks
Geographic clusters
Up to 30
Focus on collaboration, differentiation
and 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. Taking part: costs
Free to NPOs / Cost to all Free to all
Cost 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 profiles
o Individual development • National indicators
o Regional initiatives • Segment profiles
o Sector
o Benchmarks
• Segmentation system
• CEO surgeries and
seminars
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. What next?
1. Tell us what would be useful
2. Book time for more detailed discussion
3. Register interest your at theaudienceagency.org
4. Talk to your local office / Regional Director
Editor's Notes
The fundamental outcomes…
Following a review of anonymised NPO KPIs; 60 – 70% said top 2.
The fundamental outcomes…
The fundamental outcomes…
The fundamental outcomes…
Nb there’s an online survey to register interest for NPOs/ others as a follow-up to roadshows – we will forward on to all ACE offices for referral.