Learn about assessing the actual and potential audiences for performing arts and live digital media, identifying new patrons, and decreasing attrition.
- [Instructor] Do you know who your audience is? Do you know who's following you on social media beyond the number of followers? And really, do you know if that information even matters? Well, when you understand your audience, you have the opportunity to create and to maintain a long-term conversation with them. You can connect to them and increase the engagement, which can lead to dramatic improvements in the involvement and the appreciation for your offerings.
When you want to get this kind of information, there's a few different things you want to look at. You may want to look at demographic and geographic information. That includes things like the country, the state, city, or zip code, and it can include things like age, gender, maybe race or ethnicity, possibly education and income. These give you an idea, really, of the static identity of the people in your audience. You may want to go beyond that, for instance, and do a behavioral analysis. You may want to look at how do people engage with your media or performances.
What sort of benefits are they looking for? Is it simply background sounds or is it something that they're focusing on exclusively? How do they find what you're offering? How do they pay for it? Are they willing to try something new or do they want something familiar? Are they single ticket buyers? Are they subscribers and maybe long-term patrons? These will tell you about how people interact and the behaviors that they engage in when they're interacting with your products. A psychographic analysis is another option.
This gets psychological with things like values and opinions, attitudes and lifestyles. They tell you the things that are generally important to people, and it can allow you to tailor both your products and your engagement with them. And then finally, you may want to consider a cultural analysis. This can include things like country of origin and language spoken, which obviously would make a very big difference in things like film and TV, or even things like family structure and social rules, those can have an influence on how people interact with media and how they share it with the people around them.
And so, this gives you an idea of the kinds of things that you would want to look for, but where do you actually get the data? Well, there's a few common choices. Number one is in your existing customer records. That'll give you people's names. It may give you their e-mail addresses and their zip codes. It tells you how often they've interacted with you, what they've done in the past. You can also get information from web analytics, things like Google Analytics that tell you who visited your website, how they got there, how long they were on each page.
If you need more specific information, one option is to do surveys and interviews. These tend to be labor intensive, but they allow you to get exactly the information that you need about people's motivations or what they feel about the things that you're currently offering. And then finally, you can also go to third parties. You can get open data, which is usually governmental sources, or data brokers who are able to give you very specific information that they have gathered about millions of consumers, and you can use that to round out your own information.
Next, you get to analyze the data, and there's a few common ways of doing this. First off, there's CRM software. That stands for customer relationship management software, and that includes things like Salesforce or HubSpot. And what those allow you to do is not just organize the information, but some of them are able to then look at the information you have, like e-mail addresses, and then fill out that information with social media profiles that it finds that match that e-mail. They can even do market segmentation, or possibly even predictive analytics.
So, CRM software might be your first choice, especially if your data is already in that. You can also outsource. You can hire any range of consultants and often people who have specific expertise and experience in your field. And then finally, you could do statistical analysis. Maybe you have somebody in your organization who's able to do this, or you hire a local consultant. And they can do things like hierarchical clustering or k-means clustering, ways of looking at your data to answer your specific audience analysis needs.
And what are the benefits of doing all of this? Well, number one is greater involvement. People may listen to your music more often. They may come to more of your performances. They can also get a greater appreciation. They can get insight and understanding, which can really include their identification and connection with the work. Or the people who use your media, your entertainment then share it with their friends and colleagues, which can dramatically grow your audience. And then, of course, there's increased patronage, more purchases, more listening, more performances attended, all of which contribute to the bottom line of your organization and allow you to better serve audiences in the future.
This course is a nontechnical overview that helps creative organizations use the principles of data science in practical ways. It's required viewing for those working in media, but is also appealing to anyone interested in how technology affects the world around us. Learn how to use data science to assess your target audience, optimize pricing and scheduling for events and digital products, identify piracy, protect your intellectual property, reward employees, and maximize your ROI. Incorporating some simple analytics can lead to broader audiences and richer experiences for your next creative endeavor.
- Assessing the audience for performing art and live digital media
- Optimizing prices for products and performances
- Splitting limited time, money, and staffing among different outreach and sales efforts
- Honoring the requirements of government grants and private donors
- Maximizing the social nature of live events like concerts and performances
- Using competitive and predictive analytics to schedule performances for greatest audience reach and potential revenue
- Understanding how data science can identify piracy and reduce lost revenue
- Incentivizing and rewarding staff and performers without incurring additional costs