Step-by-step plan: audience data in the cultural sector

Data-driven approach to audience data

This step-by-step plan is intended for cultural organizations, including smaller institutions, that want to start using audience data or have just begun and want to take it further. With audience data, you no longer work blindly. You see which communication resonates, who you're not yet reaching, and where your efforts yield the most results. You prevent your budget from going to channels that bring no returns. You build a loyal audience because you know what motivates them. And you have figures to show funders and sponsors that you're growing.

With this step-by-step plan, you have a structured approach that makes it easier to take actual steps and choose a data-driven way of working. In other words: a way of working where you learn from the insights that audience data can provide.

Four steps

This step-by-step plan takes you through the process in four steps:

• Formulate a shared question;
• Map out your organization and available audience data;
• Take action, measure impact, and adjust where necessary;
• Implement successful insights within your organization.

The guide builds on the previously published manual and is compiled based on practical insights from cultural institutions and experts within and outside the field.