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An array of question marks. One is lit with a warm yellow glow.

Beyond page views – measure what matters with Google Analytics 4 (GA4)

A playback pack from Digital Culture Network following their session at AMA’s Digital Marketing Day 2023. Includes slides and templates plus an additional eight resources to help you maximize your use of Google Analytics 4 ( GA4 ).


Published: 2023 | Resource type: Guide/tools

Through one lens of an upturned pair of specs a whole city landscape emerges.

Next level digital marketing

A collection of resources from the industry-leading arts and culture CRM solution, Tessitura.  These continue the discussion following their Next Level Marketing session at AMA’s Digital Marketing Day 2023. Insight and practical solutions on digital transformation, digital strategy and creating a data-driven culture.


Published: 2023 | Resource type: Essential reads

Two men looking at paintings in a gallery

iBeholder: new ways to gather data and insight for non-ticketed venues

The iBeholder pilot programme was developed to help discover new ways to gather audience data for non-ticketed visual arts organisations and boost the audience experience.  thrive, Northern Ireland’s audience development agency details everything that happened throughout the project and the insights uncovered.


Published: 2023 | Resource type: Research

Research front cover

Looking Ahead: Museum Directors Research

While the pandemic crisis has eased and there is evidence of a rebound, the operating environment remains challenging for the museum sector. Art Fund draws key insights from their latest research. (May 2022) Art Fund is a Pioneer Sponsor of A New Adventure, AMA Conference 2022.


Published: 2022 | Resource type: Research

Impactful Insights – a data-driven approach to audience development

A straightforward guide from Creative Scene that shares insights about the value of using data to better understand and engage audiences.


Published: 2020 | Resource type: Case studies

Asking for Donations

An abstract from the Spektrix Insights Report 2019 that focuses on maximising individual donations.


Published: 2019 | Resource type: Research

Spektrix Insights Report 2019: Executive Summary

The Spektrix Insights Report is a look into the consumer transaction data of up to 343 arts organisations which use the Spektrix Ticketing, Marketing, and Fundraising CRM system. The report was published in May 2019 and is available in full, here: http://www.spektrix.com/insights2019


Published: 2019 | Resource type: Research

Using segmentation tools to inform strategy

Pru Shackley, Marketing and Audience Development Manager at The Lightbox Gallery and Museum, Woking describes how Culture Segments TagTool insights are being used to fuel strategy across her organisation.


Published: 2019 | Resource type: article

Google Analytics: Actionable Insight

This short guide by Devon Smith presumes you already have a working knowledge of Google Analytics and focuses on top tips for harnessing the true power of analytics and using them in meaningful ways to better measure your organisation’s digital goals.


Published: 2017 | Resource type: Guide/tools

Center of Creative Arts and COCABiz: case study in innovation and adaptive capacity

This is an in-depth US-based case study documenting the successes of COCABiz: a programme of the Center for Creative Arts that supports the business community in St. Louis, Missouri with integration of artistic practices. COCABiz was a project incubated in EmcArts.org’s Innovation Labs for the Performing Arts programme in 2009, and has since grown into ... Read more


Published: 2015 | Resource type: Case studies

Culture 24

Understanding Facebook Insights

This guide, commissioned by The Audience Agency from Culture24 as part of Audience Finder, takes you through each aspect of the Facebook Page Insights interface and explains what the graphs and tables mean and how they can be useful to you.


Published: 2014 | Resource type: Guide/tools

Matching your product to the market

Andrew McIntyre explores marketing in terms of what a visitor might want to experience and what an arts organisation or curator might want to offer. He proposes the use of a benefits matching model to focus marketing activities on the benefits sought by the visitor and the benefits offered by the arts organisation in order ... Read more


Published: 2008 | Resource type: article

Seven ways to be more audience/visitor-focused

Gerri Morris audience demands that arts marketers need a better understanding of the needs, attitudes and motivations of existing and potential audiences and visitors. She introduces a diagnostic tool, ‘7 Pillars of Audience Focus’, that can also be used as a planning tool.


Published: 2008 | Resource type: article

How to move audiences up the ladder of engagement

We all want to attract new audiences and encourage our current audiences to attend more frequently. This guide explains how you can move your customers up the ladder of engagement by using two techniques; test-drive and teleprompt. Described as affordable, profitable, practical and successful approaches, you’ll find an outline of how to undertake each one along ... Read more


Published: 2013 | Resource type: Guide/tools

Researching audiences at outdoor events and festivals

The toolkit and guidelines for audiences at outdoor events and festival aim to provide a framework to measuring and evidencing the impact of an outdoor event. The guidelines provide practical advice for audience research at un-ticketed cultural festivals and other events in the following sections: research principles, data collection methods, evidencing success, estimating audience size, questionnaires and surveys, working ... Read more


Published: 2012 | Resource type: Guide/tools

Discover Dance – an evaluation of a development programme

The Discover Dance programme was run by Arts About Manchester between 2005 and 2009. This evaluation provides Acorn profiles of dance attenders and a useful insight into some of the key barriers to engagement for first time attenders with the dance sector, as well as an evaluation of the development work that was undertaken.


Published: 2009 | Resource type: Research

Report cover

Let’s Get Real – How to evaluate online success

‘Let’s Get Real’ details the online analytics methodology, research and key findings of a major study into how arts and cultural organisations can evaluate online success. It suggests new ways to plan, invest and collaborate on the development of digital cultural activities. The guide explains how to define what you are trying to do online, ... Read more


Published: 2011 | Resource type: Guide/tools

Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum’s work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can ... Read more


Published: 2007 | Resource type: Case studies

How and why businesses in and around Manchester are using Twitter

This guide shows how businesses use Twitter to market themselves and their work in Manchester, one of the most active Twitter communities in the country.  With clear illustrations of what the data on usage actually means, this analysis can help you to make sure you’re staying one step ahead of your competitors when using Twitter.


Published: 2010 | Resource type: Guide/tools

How Innovation Technology is changing business

This comprehensive report looks at the burgeoning Innovation Technologies (IvT) sector and how such systems as eScience, modelling, stimulation and visualisation technologies along with virtual and rapid prototyping are helping shape the face of innovation across all business models along with the impact of this on public institutions in relation to leadership and business strategies ... Read more


Published: 2007 | Resource type: article