Next level digital marketing

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.

These resources have been gathered from the Tessitura website where all AMA members and the Culturehive community are more than welcome to visit and browse:

Something to ‘Eat, Buy and Do’ Strategy

Liam Darbon, Director of Digital and innovation, Tate shares how tactical programming adjustments informed by audience behaviour data were a foundational game changer for Tate. He also explains Tate’s innovative strategy for reaching ‘future audiences’ using a single customer view.

“In times like these, it’s about ensuring we continue to challenge ourselves to be more audience-centric and more future-facing whilst also becoming more financially resilient.”

Hear how an experiential Tate Edit Shop heightens audience connection by marrying culture with commerce. Learn how they extend museum visitors’ connection to exhibitions with their “Something to Eat, Buy and Do” strategy.

Watch the video, Win the whole visit with Liam Darbon. (View time 13 mins)

Digital Transformation

Digital transformation is about new strategies and new ways of thinking. What can arts and culture organizations learn?

Tessitura Network's Chief Strategy Officer, Erin Lively Koppel, sets the record straight on four common myths. Arts and culture organizations often operate on razor-thin margins. It can be hard just to balance the annual budget. Earlier this year, they asked INTIX conference participants to give their hot takes on the topic. Their answers ranged from exciting, necessary and inevitable to confusing, overwhelming and complicated. Erin thinks that second group of words derives from misconceptions about digital transformation.

Read: Debunking four digital transformation myths

Data & Insights

Want to increase data adoption in your organization? You might need to hone your storytelling skills. It’s a lesson learned the hard way by Odele Peter, Database Manager at Flynn Center for the Performing Arts in Burlington, Vermont. The centre serves more than 110,000 people each year through more than 200 ticketed and free events, a student matinee series and education programmes, plus a summer jazz festival. In her role, Odele seeks to maximise the value her organisation gleans from its audience data. That means making better use of the reporting tools and business insights.

Read: Unlock your data stories

Creating a data-driven culture

How Hannah Bishop, the CRM and Ticketing Manager at National Museums Scotland and Brendan Douglas, Audience Experience Manager at Liverpool Everyman got their teams excited about data.

“We’re able to keep track of people’s interests, what they’re coming to see, any potential issues they might have had. We track if they enjoyed the show, if they enjoyed the front-of-house experience. And, if they didn’t, why?”

Read: Creating a data-driven culture


This resource was created to share learnings from a sponsored session at AMA's Digital Marketing Day 2023  

Resource type: Essential reads | Published: 2023