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

Data-driven approach with audience data

This step-by-step plan is intended for cultural organizations, including smaller institutions, that want to start with audience data or have just started and want to move forward. 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 yield nothing. You build a loyal audience because you know what motivates them. And you have numbers to show grant providers and sponsors that you're growing.

With the step-by-step plan, you have a structured approach that makes it easier to actually start taking 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 offer you.

Four steps

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

• Formulate a shared issue;
• Map 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 guide and is compiled based on practical insights from cultural institutions and experts within and outside the field.