The Knowledge - Turning information into action!

Understanding audiences is fundamental to effective marketing, and Audiences Wales is at the forefront of increasing knowledge about where audiences choose to go, how often, to what art form, and how they find out about events. By combining box office data with primary research, Audiences Wales works with arts organisations to develop marketing to reach new audiences, to encourage more frequent attendance and to build better customer relationships.

This is a very exciting and innovative project that has the potential to fundamentally change how we work with box office data. We wish to acknowledge the funding support we have received from the Arts Council of Wales for the creation of the data tracking study.

The study will:

• track attendances for the performing arts at theatres and arts centres across Wales
• provide an overview of the performing arts sector in Wales
• analyse box office data by region, art form, clusters of venues, touring work
• benchmark against other arts organisations in Wales
• look at crossover of audiences between venues 

The information obtained from The Knowledge will be used to help an organisation with its marketing and programming.

Audiences Wales is working with Purple Seven, a company that has pioneered the development of an on-line data analysis software called Vital Statistics, designed specifically for analysing box office ticketing information. 

More more information about The Knowledge, email lynfa@audienceswales.co.uk

The venues that are currently involved in the project are:-