Actionable Audience Data: 5 Metrics to Thrive On [slideshow]
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TRG Blog: Analysis from TRG Arts


Actionable Audience Data: 5 Metrics to Thrive On [slideshow]

Amelia Northrup-Simpson | October 24, 2014 2:12 PM

Senior Consultant
Anita Hansen
Today's database, ticketing, and CRM systems can tell administrators nearly everything they could possibly want to know about patrons. More data isn't necessarily helpful, though. Studying everything can distract administrators from the metrics on which they need to focus to grow audiences and revenue. 


In this 90-minute intensive presented at the 2014 Arts Reach National Arts Marketing, Development & Ticketing Conference, Senior Consultant Anita Hansen explained how organizations can stop studying every metric and focus on the most critical indicators of growth and sustainability. You’ll learn how to find TRG's five most actionable Thrive Metrics in your own data, what they say about your organization’s health, and how to act on the data to engage and cultivate patrons. 







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Case Study: Lyric Theatre of Oklahoma

Annual operating budget up 32% in 5 seasons

Lyric Theatre of Oklahoma 
 Photo: Joseph Mills

After a poor year for earned revenue in 2012, Lyric Theatre of Oklahoma (LTO) had rebounded and was experiencing a growth spurt. In 2013, Director of Marketing Danyel Siler had turned her attention to single tickets.

Her hard work had paid off, but season tickets were still a challenge. “Season tickets were steadily declining,” she said. “The season ticket campaign had been done the same way for years, maybe even decades. And we blamed the fall on the trend that subs were declining everywhere. Our executive director, artistic director, and I all knew something needed to change, but we didn’t know what.”

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Contributors


Jill Robinson
Adam Scurto
Amelia Northrup-
Simpson
J.L.Nave Vincent VanVleet Keri Mesropov
 

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