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Turning Data Into Action The ArtsBoston Audience Initiative. In partnership with:. # artsdata. What Is ArtsBoston. Champion to Help Develop Audiences Resource For Affordable Access Connector/Creative Partner Research-Driven Organization. - PowerPoint PPT Presentation
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In partnership with:
Turning Data Into ActionThe ArtsBoston Audience Initiative
#artsdata
Founded in 1975, ArtsBoston helps build and sustain demand for Greater Boston’s live arts experiences.
We serve 170+ performing and visual arts organizations
Boston Children’s Chorus
What Is ArtsBostonChampion to Help Develop Audiences
Resource For Affordable Access
Connector/Creative Partner
Research-Driven Organization
Identifying Needs In The Community
Who Are We Reaching Now?
Who is Missing?
How Can We Get Them To Come Back?
How Can We Find More?
… and Afford To Do It All?
Unlocking Knowledge
Greater Boston’s first resource for actionable data about arts audiences.
1 in 3Boston metro households included
56ParticipatingOrganizations
1.4 MilUniqueHouseholds
750+ReportsRun
1Mil+AddressesTraded
ArtsBoston Audience Initiative Today
Audiences are people
MEET CUTE
THE FIRST FEW DATES
LONG-TERM COMMITMENT
P E R S O N A LR E L AT I O N S H I P S
The Data Behind Relationships
MEET CUTE
THE FIRST FEW DATES
LONG-TERM COMMITMENT
P E R S O N A LR E L AT I O N S H I P S
The Data Behind Relationships
MEET CUTE
THE FIRST FEW DATES
LONG-TERM COMMITMENT
P E R S O N A LR E L AT I O N S H I P S
The Data Behind Relationships
MEET CUTE
THE FIRST FEW DATES
LONG-TERM COMMITMENT
P E R S O N A LR E L AT I O N S H I P S
The Data Behind Relationships
MEET CUTE
THE FIRST FEW DATES
P E R S O N A LR E L AT I O N S H I P S
The Data Behind Relationships
MEET CUTE
THE FIRST FEW DATES
P E R S O N A LR E L AT I O N S H I P S
The Data Behind Relationships
MEET CUTE
THE FIRST FEW DATES
P E R S O N A LR E L AT I O N S H I P S
The Data Behind Relationships
MEET CUTE
THE FIRST FEW DATES
P E R S O N A LR E L AT I O N S H I P S
The Data Behind Relationships
Sector-wide community findings
geography
Overall, 90% of Households are within 45 miles of Boston.
Organizations can zero in on zip codes that match their goals.
Community Benchmark: Geography
Sector-wide community findings
demographics
AAI Patrons
Greater Boston*
15%
38%
24%
21%
43%
28%
18%
13%
Under 29 30-45 46-64 65+
* Census Bureau 2009-2011 ACS
Community Benchmark: Age
AAI Patrons
Greater Boston*
8%
30%
25%
20%
25%
16%
17%
9%
26%
26%
<$40,000 $40,000 - $69,999 $70,000 - $99,999 $100,000 - $124,999 $125,000+
* Census Bureau 2009-2011 ACS
Community Benchmark: Income
AAI Patrons
Greater Boston*
89%
75%
2%
7%
3%
9%
4%
7%
Caucasion African American Hispanic or Latino Asian Other
* Census Bureau 2009-2011 ACS
Community Benchmark: Ethnicity
Sector-wide community findings
behavior
76%
24%
14% - 2 Organizations 5% - 3 Organizations 2% - 4 Organizations 3% - 5+ Organizations
Behavior: Multi-Buyers
76% - 1 Organization
Who else’s patronsattend our performances?
30% of Boston Baroque patrons have attended A.R.T.
70% are HOT PROSPECTS
Where else do our patrons attend?
Behavior: Crossover
Existing But New To You
Behavior: First-Time Buyers
47%
31%
22%Returned To Your Org
First Time To Your Org
Bought First Ticket EVER
More than ½ of your audience attended for the first time.
Existing But New To You
Behavior: First-Time Buyers
4 out of 5 first-time buyers don’t come back
Identifying Needs In The CommunityWho Are We Reaching Now?
How Can We Get Them To Come Back?How Can We Find More Like Them?
… and Afford To Do It All?
January 1, 2013 – December 15, 2013
Members Pulled:
491 Targeted Prospect Lists Created
399 Demographic Reports
84 Segment Penetration Reports
148 Zip Code Penetration Reports
Quarterly NCOA on 2,098,923 records
Average savings for each organization:
Over $8,200
Total savings:
Over $462,945
ArtsBoston Audience Initiative: Value
Usage High Usage0%
10%20%30%40%50%60%70%80%90%
100%
BostonChicagoPhiladelphiaSan FranciscoLos Angeles
ArtsBoston Audience Initiative: Usage
Case Studies
1. Capture data2. Invite back immediately
Direct mail Email
3. Acknowledge participation Thank you We know you’re new
4. Incentivize the behavior Appropriate invitation Time sensitive
5. Evaluate6. Adjust7. Repeat!
Results 63% increase in multi-buyers 50% increase in new subscription
revenue
Quick Wins To Address Churn
2012 / 2013 Season Marie Antoinette The Lily's Revenge Pippin Hansel and Gretel The Glass Menagerie Beowulf - A Thousand
Years of Baggage Pirates of Penzance
Results 1-2% bought subscriptions 20% purchased single tickets at
some point during the season
Finding the Best Prospects
Using reporting tools in the AAI to track participation/demographics of new Community Membership program, which reaches out to clients of local social service agencies.
Using the AAI to track diversification efforts through the Heart Strings program and marketing. H&H uploads lists after every performance and download demographic reports to analyze audience make-up.
Diversifying Audiences
ArtsBoston Audience Initiative Video
http://vimeo.com/74380040
