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Show Me the Data!. Title slide. Show Me The Data! 2012 APASO Conference John Beck, ArtsBoston ; Douglas Clayton, LA Stage Alliance; Kendra Lawton, Greater Philadelphia Cultural Alliance. Session Overview. Creating a Culture of Data Collection & Sharing What to do with all this data. - PowerPoint PPT Presentation
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Show Me the Data!
Title slide
Show Me The Data!2012 APASO Conference John Beck, ArtsBoston; Douglas Clayton, LA Stage Alliance; Kendra Lawton, Greater Philadelphia Cultural Alliance
Session Overview
•Creating a Culture of Data Collection & Sharing•What to do with all this data
ORIGINS OF THE ARTSBOSTON AUDIENCE INITIATIVE
3
• ArtsBoston launches the ArtsBoston Big List to simplify mailing list exchanges and to remove guesswork from direct mail marketing.
2004
• More community databases are launched throughout the country, with the focus shifting from mailing lists to market knowledge.
2004-2010
• Berkshire Taconic Community Foundation approaches ArtsBoston to administer a new community database in the Berkshires region.
2010
• The Berkshires Audience Initiative is launched in collaboration with vendor TRG Arts. ArtsBoston uses this opportunity to pilot a model program to implement in Greater Boston.
2011
• ArtsBoston transitions from the Big List to the ArtsBoston Audience Initiative (AAI), Greater Boston's first comprehensive arts market knowledge program.
2012
ARTSBOSTON AUDIENCE INITIATIVE
4
•We are in Year 1 of our program
• 50 Organizations Participating
• Including BSO, Citi Center, Broadway in Boston,
• Over 1 Million Unique Households
• Organizations may participate for “Research Only”
• There is an administrative fee to participate
Creating a Culture of Data Collection and Sharing – What’s Worked
• Give ownership to the community• Create a culture of collaboration• Utilize case studies• Engage throughout the year• Build an incentive to utilize the data• Share the results• Collaborate with funders
SHOW ME THE DATA – APASO 2012
SHOW ME THE DATA – APASO 2012
Creating a Culture of Data Collection and Sharing
LA STAGE Arts Census
7
QUICK FACTS:
• LA had a BIG LIST through Enertex for ten years, averaging twenty participants and 250,000 households each year.
• Late 2009, shifted to the TRG Arts eMerge program• Changed the name of the program to the LA STAGE ARTS CENSUS• Change the framing to a ‘Research and Efficiency Tool, with List Trades as an optional
feature’• Eliminated all costs/fees to participate
• Targeted major institutions and thought leaders
• Currently 120 participants, 3.8 million unique households
•Now have several major funders requiring participation, so expect to triple the number of participating organizations by summer 2013
SHOW ME THE DATA – APASO 2012
Creating a Culture of Data Collection and Sharing – What’s Worked
• Promote a big vision• Remove all barriers to participation• Identify and focus on recruitment of leaders
and major institutions• Clearly define the program as intended to serve
not just cultural organizations, but also funders and our politicians and other powerful partners
• Hands on follow-up and engagement
SHOW ME THE DATA – APASO 2012
Creating a Culture of Data Collection and Sharing – What’s WorkedMake pretty graphs and get powerful numbers
41% of all Los Angeles County Households are in the Census
(and over 50% of all Orange County
households)
SHOW ME THE DATA – APASO 2012
Creating a Culture of Data Collection and Sharing – What’s Challenging
• Large Organization Legal Departments• Organizational Leaders who are defensive and
protective of their data, and/or who oppose sharing lists for any reason
• Small Organizations often only need to use eMerge infrequently, so they forget to use it for their benefit, and require regular re-training
• The need for higher level thinking/consulting for full maximization of benefits of the program.
SHOW ME THE DATA – APASO 2012
MAJOR OBSTACLES FOR DATA COLLECTION
As a group, let’s brainstorm and/or share strategies for how to help groups collect data.
ArtsBoston is evaluating the needs of the community to determine the best plan, possibly:Creating a new community-wide ticketing
and data collection systemApplying for funding to help organizations
afford new technology
In asking groups to submit their data, we realized that many small and mid-sized groups do not have the technology for point-of-sale data collection.
Group Brainstorm
Cultural Alliance
• Since 2003• 160 organizations, over 2 mil unique
households• Currently free• Changes ahead
– Rebranding to “Audience Analytics”– Tiered participation structure – pay / service
• Member requests for research• Share information with partners• Our own aggregate research• Evaluate program
What to Do with the Data
Share information with partners
Crossover with all orgs in List Co-OpPenn Museum Barnes Foundation The Academy of Natural Sciences Philadelphia Orchestra
33% Philadelphia Orchestra 21%
Philadelphia Orchestra 22%
WHYY 23% WHYY 13%
Franklin Institute 18%
Kimmel Center 19% Kimmel Center 13%
Pennsylvania Ballet 17%
Pennsylvania Ballet19%
Pennsylvania Ballet 12%
Kimmel Center 16%
Philadelphia Live Arts & Fringe14%
Philadelphia Museum of Art 10%
WHYY 15%
Opera Company of Phila14%
Philadelphia Live Arts & Fringe 9%
Arden 10%
Phila Folksong Society 13% Mann Center 8%
Phila Folksong Society9%
Barnes 13% Phila Folksong Society7%
Philadelphia Live Arts & Fringe 7%
Arden 12% Opera Company of Phila 7%
Mann Center 7%
Annenberg Center 11% Arden 7%
Opera Company of Phila 6%
Philadelphia Museum of Art Pennsylvania Academy of the Fine Arts Franklin Institute Science Museum Philadelphia Orchestra 14% Philadelphia Orchestra 37%
Philadelphia Orchestra 20%
Kimmel Center 10% WHYY
24%
Kimmel Center 17%
Pennsylvania Ballet 9% Pennsylvania Ballet 22%
Pennsylvania Ballet 15%
WHYY 9% Kimmel Center 21%
WHYY 14%
Phila Folksong Society5%
Phila Folksong Society18%
Academy of Natural Sciences 14%
Barnes 5% Philadelphia Live Arts & Fringe 16%
Arden 9%
Mann Center 4% Opera Company of Phila 16%
Longwood 8%
Philadelphia Live Arts & Fringe 4% Arden 14%
Philadelphia Folksong 8%
Longwood 4% Barnes 14%
Mann Center 7%
Opera Company of Phila 3% Wilma
12%
Philadelphia Live Arts & Fringe 7%
• Paid Patronage Study w/ TRG• Arts Voter Analysis• Advocacy Data Points• Demand Analysis
What to Do with the Data - Aggregate
Exploratory Study comparing CDP data & List Co-Op USAGE data
Correlation not Causation• Performing Arts biggest users• Larger orgs more likely to use• The higher the usage & more sophisticated usage,
positive relationship with gains in attendance and income.
• Attendance gains most noteable for small to mid-size orgs and suburban based orgs
What to Do with the Data - Evaluate
SHOW ME THE DATA – APASO 2012
CASE STUDY – HUNTINGTON THEATRE COMPANY
How can we attract and retain younger patrons?
Finding the answer through the database:• First, analyze current audiences using basic demographic overlay report.• Next, segment the portion of the audience under 35 years of age, as well as the audiences of other participating organizations in that age bracket, and create a direct mail campaign that targets these patrons.
Going forward:• The Huntington’s “35 Below” program has become a great success, reaching patrons under the age of 35 throughout the region.
SHOW ME THE DATA – APASO 2012
CASE STUDY–STERLING AND FRANCINE CLARK ART INSTITUTE
What are our members other areas of interest?
Finding the answer through the database:• Run a demographic overlay report to show various interests amongst members.• RESULT: A large number of members are interested in gardening (determined by number of subscriptions to gardening publications).
Going forward:• The museum programmed a garden photography workshop last summer (which they are repeating this summer due to its success).• They are also exploring possible partnerships with local botanical garden and other horticultural institutions.
SHOW ME THE DATA – APASO 2012
A ALWAYSB BEEEVALUATING
Both the ASO and the participating
organizations should be consistently evaluating their
strategies.
Intended outcomes for the program
should be built into program planning
from the start. Be sure to make SMART
outcomes.
Organizations should utilize response
reports for mailings.
For more detailed goal-tracking, create a
logic model (see next slide).
Activities Outputs
ArtsBoston is established as an industry leader in
the field of market knowledge.
Heat map of participation
Arts organizations have greater visibility, sell
more tickets, understand how to
reach new and interested target
audiences, and engage current audiences more
deeply.
Create a user manual with information on how members can best utilize
the new tools.
The tourism industry, government agencies,
funders, and arts service organizations
have the tools to analyze, and ultimately
increase, cultural participation in Greater
Boston and beyond.
User sessions with participants to optimize
the program and maintain engagement.
A baseline report for Year One will be created.
ARTSBOSTON AUDIENCE INITIATIVE LOGIC MODEL
Create Market Knowledge Taskforce to
evaluate current programs and
implement new and improved market
knowledge program.
Meet with tourism industry, government agencies, funders, and
ASOs to ensure that their needs are met.
Over time, ArtsBoston will develop strategic
partnerships with local universities, credit card companies, and others
as needed.
Develop comprehensive recruitment plan to build representative database.
Develop best practices in Market Knowledge from
programs in other regions with APASO
colleagues.
Near-term Outcomes
(1 Yr)
ArtsBoston is positioned as a market knowledge
provider in Greater Boston.
Arts Organizations identify trends, shared
challenges, and opportunities in
audience development.
Arts Organizations see participating in
community database project as essential to
understanding audiences.
A collaborative approach to audience
development is fostered among arts
organizations.
Report identifying largest areas of potential for
increased participation.
Arts community understands baseline
participation and defines current market of ticket
buyers.
AAI is comprehensive and representative of audiences in Greater
Boston.
Long-term Outcomes
(5 Yr)
Convene participants on a regular basis to discuss
trends, and address shared concerns and
opportunities.
Mid-term Outcomes
(3 Yr)
Arts organizations are inspired to better track
their patron data.
Participating organizations are
actively using the system for both list trading and
analysis.
ArtsBoston builds a knowledge base of best practices for our region.
Arts community is able to further analyze
participation with the use of transactional data.Once transactional data
is included in the AAI, ArtsBoston will create an annual “state of the
arts” document to outline participation.
Arts Advocacy groups have the ability to
support their arguments with current and
accurate dataSHOW ME THE DATA – APASO 2012
SHOW ME THE DATA – APASO 2012
ARTSBOSTON AUDIENCE INITIATIVE LOGIC MODEL - INDICATORS
Near-term Indicators
Arts groups will convene on a quarterly basis to discuss audience trends.
The size of the AAI database will be significantly larger than the Big List, going from
approximately 250K names to 1 Million.
Near-term Outcomes
Arts Organizations see participating in community database project as essential to
understanding audiences.
Arts organizations are inspired to better track their patron data.
Participating organizations are actively using the system for both list trading and analysis.
The number of organizations tracking their audience data will increase.
AAI is comprehensive and representative of audiences in Greater Boston.
The number of groups logging into the system and requesting mailing lists from other
organizations will increase. (Based on usage reports from TRG Arts)
Existing organizations will submit a larger number of names each year because they are
better tracking their patrons.
In a survey to local arts organizations, the majority will respond that the AAI is a valued
resource for their audience development.
The number of participating organizations will increase from 40 to 60.
SHOW ME THE DATA – APASO 2012
ARTSBOSTON AUDIENCE INITIATIVE THE POWER OF SURVEYS
“…the fact that we had a sold out house…can be attributed to BAI
and the lists of others. There were enough new faces at the concert that they had to have
come from somewhere besides word of mouth or our local
advertising or our own list…”
From the most recent Berkshires Audience Initiative Participant Survey:
“The collaborative spirit that BAI has generated is unprecedented in my 15
years in the Berkshire cultural arena”
“The BAI project has made a lasting
contribution to improving our ability to market the
arts in the Berkshires and to advancing stronger
relationships.”
“BAI submission process has forced us to look for
effective ways to collect and segment our own data at
the various points of entry”
Questions?