In partnership with: Turning Data Into Action The ArtsBoston Audience Initiative #artsdata.

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 data

2. 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. Evaluate

6. Adjust

7. 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

Thank You

John BeckDeputy Director

ArtsBoston

johnb@artsboston.org @johnwbeck

ArtsBoston Audience Initiative Video

http://vimeo.com/74380040