Creatives and Business is all about helping you build a successful art business, arts or cultural organization or other creative business. I have put together some great resources on this site to help you sell more art, improve membership and attendance, and better manage the business side of things. I invite you to check it out and share with your creative friends. Best of Luck! – Neil McKenzie
This is the third article in a Series on Market Research and Data Mining for Arts and Cultural Organizations. The marketing manager for the local Arts Center is interested in finding out more about the usage habits of its members and visitors and more specifically she is looking to increase participation in the Center’s Special Exhibits. In this article we will explore some tips on designing surveys and preparing the survey for analysis and data mining.
Designing the Survey
Problem Definition – I’d like to…
This is the first article in a Series on Market Research and Data Mining for Arts and Cultural Organizations. A local art center is interested in how better to serve its members and visitors by providing exhibits and activities that are popular while increasing visitor traffic and memberships. The art center was founded over ten years ago and has grown steadily each year. Currently visitors and members can participate in a variety of offerings including: general visits, lectures, classes, artist demonstrations, family programs, social events and special exhibits,
The marketing manager is interested in learning more about the special exhibits side of the organization’s offerings in order to grow this segment. The manager is specifically interested in what other activities/offerings visitors participate in and how the center can maximize its limited marketing resources.
Data – I need data…
I am starting a new series of articles on how arts and cultural organizations can improve their marketing by using simple market research tools combined with data mining techniques. These techniques will allow you to better understand your customer’s behavior and better target your marketing efforts. Whether your goal is to increase your membership, improve attendance or just get better awareness there are a lot of tools that will help you do just that!
You don’t need to be a data scientist or have a bank of computer servers to use the techniques now being utilized by businesses around the world. In this series of articles I will take you from developing a simple survey and taking your insight beyond simple counts and averages by using state of the art data mining and analysis techniques. You will learn more about your customers, your product offerings, uncover new insights, and use your marketing dollars more effectively.
Stay tuned – I look forward to introducing you to data analytics and the arts organization.