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Discovering data

Events: The Resourceful: Measuring Success in the Cultural Sector; Data Training; Benchmarking Workshops; Segmentation: Making the most of your data; CRM, Marketing & Ticketing; In Conversation with Nick Crosson

The completion of The Source audience research project inspired a range of events throughout the year, tailor made to provide practical and useful support for practitioners at every level.

In June, we provided feedback from The Source project through The ReSourceful: Measuring Success in the Cultural Sector, where we also presented initiatives from Audiences UK and, an online financial management and benchmarking provider for the cultural sector. Throughout May, June and July, we ran a series of Data Training sessions designed for marketing and box office teams in response to The Source findings and entitled Data Control, Data Police and Data Detective.

Following feedback from The Resourceful, we developed a series of four practical Benchmarking Workshops that enabled 20 participating cultural organisations to measure their performance against their peers throughout Scotland and the UK.

‘Really fascinating couple of workshops. Looking forward to what is next.’ Shona Rattray, Birds of Paradise

Segmentation: Making the most of your data was a half-day Culture Sparks workshop featuring Stuart Nicolle of Purple Seven and Jane Hogg of Audiences East Scotland, exploring how data can be deployed to help attract and communicate with audiences, whilst at the Ticketing Institute’s CRM, Marketing and Ticketing event, Dianne Greig introduced AMA conference delegates to the role of social media in these areas.

The biggest crowd-pulling events of the year were our Strength in Numbers: In Conversation with Nick Crosson series, jointly hosted with The Audience Business. Nick represents the Greater Philadelphia Cultural Alliance, one of the international cultural sector’s most prolific lobbying organisations and active proponents in successfully arguing the case for the arts.

Following Nick’s Strength in Numbers presentations, delegates engaged in lively group discussions facilitated by the Culture Sparks and TAB teams, and post-event feedback was overwhelmingly positive:

“Nick was an excellent speaker – Culture Sparks and the Audience Business should be commended on attracting such a fantastic and interesting speaker to Glasgow.”

“It was a rallying cry…Nick showed us that in Scotland we have to work together to make it happen!”

“I learned how powerful it is to have reliable data on your audiences and on your economic & social impact – and how this can be used in a very powerful way to lobby, fundraise and attract new people.”


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