An audience development and mapping toolkit primarily aimed at those who work at UNESCO designated sites in the UK. Includes a range of practical approaches and examples and useful to any UK or international organisation and other initiatives looking at partnerships and place-based approaches to audience development.

Learn about how best to integrate monitoring and evaluation into your organisation in this webinar from Arts & Culture Finance by nesta.

In March 2019 The Audience Agency delivered a series of evaluation workshops for libraries, commissioned by the DCMS Libraries Taskforce and supported by Arts Council England.  Four workshops were delivered across England; in the North West, North East, South West, and London / South East regions.  This Resource Pack brings together the evaluation workshop slide ... Read more

Two case studies describe projects to attract new attenders. The first involving Northern Ballet Theatre and Leeds Grand Theatre highlights the importance of producing good quality data. The second project involving MacRobert Arts Centre, Stirling and Sunderland Empire describes their aim to attract young new attenders and concludes that monitoring and evaluation must be build ... Read more

As cultural marketers it’s important to understand how representative our audience is. These guidelines offer meaningful and ethical ways to monitor the diversity of an audience – going beyond simply a ‘tick box’ exercise. You’ll find advice on planning, collecting information, representative sampling, and questionnaire design. It covers how to monitor ethnicity and disability, young ... Read more

‘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

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

This guide is for researchers, arts marketers, audience development and community engagement staff seeking to engage general audiences, to evaluate public engagement activities. After explaining what monitoring and evaluation are, it takes you step-by-step through the decisions and actions needed to build a robust evaluation strategy, and gives tools and templates on questions, and hints ... Read more

Ulster Orchestra tested whether the benefits of a season brochure outweighed its costs. Working with Indigo, the orchestra segmented their data, based largely on frequency, but also looking at artform crossovers. They found that few audience members crossed over artform and this suggested that a more targeted approach to communication – offering people the sort of work ... Read more

This helpful guide explains how you can analyse and interpret the results of your visitor surveys. You’ll find advice on using different computer packages, how to clean and code data, methods to evaluate your data and how to report on your findings. Part 3 sets out some principles for analysing the survey and making sense of ... Read more

This comprehensive guide to market touring arts events includes chapters on setting up a tour, campaign planning, communicating with audiences and monitoring and evaluation. The guide features case studies, top tips and comments from over 60 practitioners and is based on research responses from over 40 companies and 50 venues. As well as being an ... Read more

Considers how cultural sector business models will develop in response to the changing roles of the expert, the market and the public in the current cultural landscape. This article provides two viewpoints on the role that arts marketing professionals have in comprehending and delivering public value. John Holden explores the need to understand value from ... Read more

Learn how the Barbican’s marketing director, working together with the artistic director and financial director, created a Value Framework model for the venue. Designed to assess artistic projects across a variety of measures, some financial, some relating to audience development, some relating to environmental issues, this model enabled the Barbican to attach a real value ... Read more

This guide and case study addresses the question of how your own organisation’s arts marketing situation measures up against those of your peers. It addresses what kind of benchmark is useful – such as budget, return on investment, email open rates, size of database – and suggests how you would approach getting those benchmarks. The ... Read more

Purple Seven’s Vital Statistics box office analysis system is the starting point for this presentation to the AMA New Media Marketing Day, on creating the best email marketing campaigns. It covers such aspects as why use email, driving visits to your website, boosting email sign-up rates, best practice in design for an email, the use ... Read more

Guidelines to help you evaluate audience engagement activities, whether you have previous experience or not. The methods are based on social and market research. This is a practical guide to embedding evaluation within your engagement activity. It gives a brief explanation of the theory then takes you through such aspects as SMART objectives, selecting Key ... Read more

Google Analytics can help arts marketers when developing a digital strategy and a digital marketing plan for their organisation. Learn about all the different tools that art marketers can use to help maximise the use of Google Analytics which can improve their marketing campaigns, increase customer engagement and a customers website experience. Please note the presentation referred to in the resource can now be ... Read more

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 ... Read more

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 ... Read more

Follows on from ‘Identifying the Pearls’ and provides next steps, guiding you through planning a small in-house research project doing face-to-face questionnaires with existing visitors.