FULL HOUSE: Turning Data into Audiences

The book FULL HOUSE: Turning Data into Audiences is a ticketing and marketing manual written by Roger Tomlinson and Tim Roberts. It is aimed at assisting arts and entertainment organisations maximise the data they collect on customers, their transactions and behaviours.

Evidence is that in 2006, many arts and entertainment organisations are still not recognising the value of data on their customers' behaviours and the value of building close and valuable relationships with attenders. Many still sell tickets through agents and have an 'arm's length' relationship with their customers; and as a result lack full information on them and their transactions.

The Internet has transformed how customers can find out about arts and entertainment organisations and, equally, transformed how to communicate directly with customers, in a tailored and personalised way, using the data from their relationship in all transactions. From website to ticket sale and at every contact point it is possible to know who the customer is and deal with them according to their specific needs and interests. Without the right structure and relationship between customer-facing staff and those responsible for managing the strategy for relating to customers, the relevance of the information in the customer database will remain locked inside it.

More information and online purchase available here

FULL HOUSE was commissioned by the Australia Council for the Arts with the assistance of Arts Victoria, WA Department for Culture and the Arts, Arts Queensland, Arts SA and Arts NT. FULL HOUSE: Turning Data into Audiences will be published in print in Australia in November 2006 followed by a version commissioned for New Zealand by Creative New Zealand, in December 2006.

BOOK TOUR

The Australia Council's Community Partnerships and Market Development Division is pleased to present the national tour FULL HOUSE: Turning Data into Audiences as part of Leading Voices 2006. 

• Perth Monday 27 Nov
• Darwin Wednesday 29 Nov
• Adelaide Friday 1 Dec
• Melbourne Monday 4 Dec
• Hobart Tuesday 5 Dec
• Brisbane Thursday 7 Dec

There are two sessions per city:
A) Executive Briefing and
B) Ticketing & Marketing Workshop presented by the authors Roger Tomlinson and Tim Roberts from 27 Nov to 7 Dec 2006.

A) FULL HOUSE Executive Briefing

FULL HOUSE: Turning Data into Audiences is a ticketing and marketing manual written by Roger Tomlinson and Tim Roberts. It is aimed at assisting arts and entertainment organisations maximise the data they collect on customers, their transactions and behaviours.

The Briefing will cover the arguments for integration and co-ordination of ticketing and marketing. Specific issues that will be covered include:

• Understanding audience behaviours as the key to success
• Integration of ticketing and marketing
• Customer Relationship Management and the increasing importance of loyalty
• Database driven marketing as a tool for audience development
• Legacy of outsourcing ticketing and access to data
• Online taking back the customer, reducing the need for extensive outlet networks
• Cost benefit arguments for servicing customers yourself

This session is for arts executives, managers and marketers trying to attract, keep and develop audiences.

Morning Tea: 10am
Briefing: 10.30am to 11.30am

B) FULL HOUSE: Ticketing and Marketing Workshop

FULL HOUSE: Turning Data into Audiences is a ticketing & marketing manual to assist arts organisations maximise the use of data collected on customers, transactions & behaviours.

Each workshop will cover how we collect and manage customer data and how to maximise the value of it to develop and increase audiences.

Specific issues that will be covered include:

• Collecting data and accessing information on customers
• Integrating ticketing and marketing
• Privacy and Spam Acts and data access
• Key tools for audience development

Workshop will start at 2pm and run for 3 hours. Afternoon tea is provided. AUD $50 + GST. Book Now!

All participants at the presentation will receive a free copy of the manual FULL HOUSE: Turning Data into Audiences.