Show Me the Data!

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

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• 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

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•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


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


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


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)


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.


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%


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%


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%


WHYY 9% Kimmel Center 21%

WHYY 14%



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%


• 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


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.


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.


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


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.


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?

Show Me the Data!

Documents

Transcript of Show Me the Data!