CultureHive > Tags > ROI
19th July 2013 Sara Lock

Resources tagged with "ROI"

Cart before the horse for CRM?

When thinking and talking about a CRM strategy don't just focus on the IT implementation that is the customer database technology. A clear understanding of customer journeys and how a customer interacts with your organisation will help you align your internal business processes and CRM strategy with these interactions.

Published:2015 Type: article


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Guide to measuring return on investment (ROI)

Discover what ROI is, how to use it to your advantage and how it can and should be applied to the marketing choices we make as we plan.

By Carol JonesPublished:2015 Type: guide-toolkit


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Reviewing your marketing campaign strategy

Free up time with a 'marketing health check' that will help you prioritise what works and gain the confidence to eliminate what doesn't. This guide is a transcript from an AMA Conference 2011 session.

By Sarah Gee, Kate SandersonPublished:2013 Type: guide-toolkit


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A creative approach to engaging with audiences through social media

This case study gives an insight into the methods used by the RSC to engage with its audiences using social media and overview of how, using research as a starting point, the marketing team generated a high ROI using a creative approach to content and messages. It talks about how they worked with the team behind Matilda to give the RSC a new and more relaxed public face, concluding with mention of how they were able to track interactions in order to assess the impact and relate it back to the strategic aims.

Published:2013 Type: case-study


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Success with social media

The New York Public Library (NYPL) describes how they achieved success with social media to reach new audiences and public engagement. Starting out with Twitter and Facebook, then developing a social media strategy which entailed setting SMART objectives(based on KPI's), achieving internal 'buy-in', governance model ('hub and spoke'), finding the 'right' member of staff for each social media platform (e.g. tweeting, blogging, video) and building in mechanisms to track analytics.  NYPL took part in social media week, developed a partnership with foursquare and used Socialflow to draw attention to the blogs being written by library staff.

Published:2013 Type: case-study


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Maximising return on investment (ROI) in arts marketing

The shoestrings we once marketed the arts on are growing ever shorter and there’s a renewed evaluation of the role audiences play in the funding model for the arts in Britain today. Hopefully this comes alongside fresh recognition that adequate resources should be given to arts marketers so they can do a professional job. It is therefore our responsibility to ensure every penny is worked hard to get maximum return on that investment. This article looks at how we can sweat our budgets to market our arts organisations more effectively.

Published:2013 Type: article


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Take a look at return on investment (ROI) in arts marketing and cultural organisations

For cultural organisations, particularly museums and galleries, ‘return’ in ROI does not just mean money. Neither is the ‘investment’ bit merely financial. What about all the time we put in? There is an argument that we need to measure ROI now more than ever. The economic squeeze of the last few years has led to a rash of academic studies into the ROI of entire industry sectors such as libraries and of organisational functions like marketing. If something doesn’t provide a return on expenditure, it is a cost and can be cut.

Published:2013 Type: research


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Measuring the effectiveness of digital innovation

In order to see whether digital marketing efforts are working, cultural organisations have to measure the right things and use the right tools. This article looks at two case studies: one of a group of major UK institutions conducted by Culture 24, and another by The Powerhouse Museum in Sydney. It looks at how to choose the right tools for measuring digital engagement, and how to build analytics into the fabric of projects.

Published:2013 Type: case-study


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Using customer data to make savings and boost sales

How to turn raw customer and audience data into useful, practical information for marketing campaigns. Looking at segmentation of audiences by customer type and how recently and frequently visitors attend, and turning this theory into practice.

Published:2013 Type: guide-toolkit


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Measuring the impact of online marketing

So how can we tell if online marketing is worth it? Evaluation involves a judgement about effectiveness but monitoring – the routine collection and recording of data over time – is just as important. Heather Maitland explores how to measure your online ROI (return on investment) and finds out how to tell if your online marketing is worth it.

Published:2013 Type: research


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Evaluating success online in the arts and cultural sector

Culture24’s Let’s Get Real report challenges assumptions and provides an insight into the way cultural and arts organisations go about trying to measure their success.

By Jane FinnisPublished:2013 Type: article


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How cultural organisations are adjusting their outlook on social media measurement

Ron Evans identifies positive trends in social media use and explores how arts and cultural organisations are changing the way they measure social media success.

By Ron EvansPublished:2013 Type: article


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Exploring digital platforms in arts organisations

There are a number of monitoring tools across the web but monitoring and the analysis of social media is still in its infancy compared to web and e-marketing. Unfortunately there is no definitive answer on how social media should be measured, but there are effective ways to see the success of our digital output and how audiences are responding to us online. This case study from Kenon Man looks at how Sherman Cymru are engaging digitally with their audiences.

Published:2013 Type: case-study


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Delving into Google Analytics

Since Google’s web statistics software ‘Analytics’ became publicly available back in 2006, it has spread rapidly to the point where it’s rare to find a site that doesn’t use it. The arts sector has embraced the application, and many organisations and institutions use Google Analytics generated statistics as key performance indicators for their online activity. Peter Pavement takes a look at some interesting methods of analysis, both old and new.

Published:2013 Type: article


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Digital analytics culture in arts organisations

In many cases, museums and other cultural institutions stumble blindly into the world of analytics, and at first see metrics reporting as a peripheral activity, largely undertaken without a plan or dedicated resources. They thus miss the opportunity to fully understand the deep insights analytics can offer. This case study presents the steps taken at Tate to establish a culture of analytics throughout the organisation.

Published:2013 Type: case-study


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