Intuition can take you only so far. You’ll be more successful at retaining audiences and reviving lapsed attenders if you use data rather than instinct to develop customer loyalty, says Sarah McAleavy.
As part of a fundraising strategy donation boxes consistently fail to fulfil their potential, but does it have to be this way? Bernard Ross explains what’s going wrong – and the research exploring how to put it right.
He is now Managing Director of the Society for All Artists, but Carl Gamble’s career began by rising up the ranks at retail giant Next. Here he looks back on the steps in his career and how they have shaped his leadership style.
Just providing entertainment is no longer enough to draw in audiences. But by focusing on what people value, arts organisations can maintain strong relationships with customers amid competing demands for their attention, writes Dave Wakeman.
Baker Richards helped the Royal Opera House kick-start a revolution in evidence-based marketing that increased revenues by £400,000 in six months. Tim Baker talked to Lucy Sinclair about the value of using data to drive decision-making.