Who are we attracting and failing to attract with our offering?
How can cultural institutions reach a wider and more diverse audience?
How can cultural institutions learn from one another by sharing insights into their visitors?
Many cultural institutions want to do “something” with data, but because data is such a broad concept, they often don’t know what. The lack of experience and priorities can play a role in extracting value from the data that is available.
Municipalities want to work together with cultural institutions to look at how they can optimise their audience reach: how can we together make sure that the widest possible audience is reached. Cultural institutions may learn from one another by sharing insights. Doing so enhances the opportunity to reach a larger and broader audience.
Cmotions is helping municipalities and cultural institutions to get to grips with these questions. We offer answers to questions such as: How can cultural institutions reach a wider and more diverse audience? How can cultural institutions learn from one another by sharing insights into their visitors? In which neighbourhoods can more potential cultural visitors be found?
With the help of an interactive dashboard, cultural institutions and the municipality gain insight into their own audience and the audiences of other cultural institutions in the city. Having greater insight into these audiences provides better opportunities to reach new target groups and to join forces to collaborate. Its application also reinforces the future and marketing positioning of cultural institutions.
From data to insight in a few clear steps.
On the first tab:
On the second tab:
An explanation is given for the difference in visit frequency from each neighborhood and on that basis the potential number of visitors to be expected from this neighborhood. This was achieved by going through a decision tree to find explanations for the visitor index. What characteristics are associated with a large proportion of the visitors? And are these characteristics of neighborhoods where the visitors live, or the number of visits that these visitors make to other cultural institutions within the municipality?
This analysis answers the question of where you can find additional audience and what characteristics that audience has. Because this also uses data from other institutions, it produces overlap. This overlap provides opportunities for inter-institutional collaboration. For example, by displaying other institutions’ leaflets during an activity. The text box next to the decision tree describes how to interpret the results.
Do you want to know more about this subject? Please contact Wouter van Gils using the details below