Hello Audience Finders!
We said it earlier in the year, but presently, it feels worth repeating, congratulations. You made it through the summer, and you all deserve a big pat on the back for being essential to driving the cultural sector forward. As always, we hope to be that small sample of data insight inspiration you need, whatever your organisation, artform, and wherever you are in the UK.
Here’s an overview of this issue:
- How else can you use the Audience Finder Data Tools to improve your data driven decision making?
- Top tips from our team on using the Audience Spectrum sub-segments
- What’s new in the Audience Finder Answers
- Upcoming Classical & Museum online events
- Latest from our Community & Knowledge Base
The Audience Finder Service Team
With Autumn campaigns and events now in full swing and Christmas also not far away (keep an eye out for the next Service Update on this one!), we have four considerations to help you get more from your data.
1. Benchmark your data against your local region or nationally
One of the most significant advantages of using the Audience Finder Data Tools is to take advantage of benchmarking functionality, looking at regional and national options to compare your data. Gain new insight to help build a case for funding or see where you are over and under-indexing in your local area.
2. Deep dive into insights around where your audiences are located
There are many ways to look at your audience location across the Audience Finder Data Tools, including at ward and local authority levels for organisations contributing ticketing data. Understanding your audience’s location is key to building effective marketing campaigns and ongoing monitoring for funders and stakeholders.
3. Understand the demographics, age and ethnicities of your audience
Undertaking an Audience Finder survey to collect data on the protected characteristics of your audiences, including age, gender, ethnicity and sex, has never been more accessible. You can benchmark the results on an ongoing basis in your Audience Finder Original dashboard and download the full results in your Survey Library. This means you can compare data in your area year-on-year, against population benchmarks, and against internal and other funded targets. All survey questions in this area match the 2021 Census questions.
4. Segment your audiences using Audience Spectrum
Segmenting your audiences has never been easier and allows you to build a more detailed picture of your audience profile. The next section of this email includes further insight into our new sub-segments with tips from our team—particularly useful for organisations located in areas such as Greater London.
You may have heard us shouting about the latest update to Audience Spectrum across the summer period. We hope you have taken a look at your own audience data using the sub-segments in the Audience Finder Data Tools, but to help you get started, our team have shared some of their top tips to support your implementation.
For organisations contributing ticketing data to the Audience Finder Data Tools, we have launched a new offer around one of our paid subscription services, known as Audience Spectrum licensing, tagging customer records in your ticketing/CRM system with an Audience Spectrum sub-segment type.
Get a quick snapshot of your ticketing data in the updated Headlines section, which now includes metrics on booker numbers, income and total tickets, and can be compared to a previous period of your choice. Find out more by clicking the button below or head straight over to Audience Finder Answers to have a look at your own data.
Date: Thursday 20 October 2022, 2:00 PM - 3:15 PM
Working in the classical sector? Join us for our next free Community Forum Live conversation-based events, for arts professionals in the classical sectors where we we’ll be sharing tips for using the Audience Finder Data Tools and Audience Spectrum, giving a brief overview of our latest research and spotlighting some inspiring examples of real-world good practice.
Date: Thursday 3 November 2022,
2:00 PM - 3:15 PM
Working in the museums sector? Join us for our next free Community Forum Live conversation-based events, for arts professionals in the museum sectors where we we’ll be sharing tips for using the Audience Finder Data Tools and Audience Spectrum, giving a brief overview of our latest research and spotlighting some inspiring examples of real-world good practice.
Date: Thursday 24 November 2022, 2:00 PM - 3:00 PM
If you’re new to Audience Finder Data Tools, (or would just like a refresher), we’ll be running Onboarding Live events alongside our Community Forum Live events.
All are welcome at these hour-long, free online sessions, which will introduce Audience Finder Data Tools and the services available to help you understand your audiences.
Here are some recent highlights:
A quick guide on how to start analysing your audience data using the new sub-segments.
For all NPOs to report effectively in July 2023 and for the final year of the current funding period.
An overview of which premium questions, not all of them, you can view and benchmark in your Audience Finder Original dashboard.
A reminder for organisations undertaking Audience Finder surveys.
A useful read and consideration for all users using Spektrix in the UK.