Believe it or not, there is a strong connection between data and creativity in the arts. Unlike all other sectors, creativity is in our nature, imagination flows in our veins, and art and culture are a way of life and not something that you hang up on your wall to impress your neighbors. However, as creative people, there’s a mindset towards data and data-driven decision making as stifling creativity. At Ticketsolve, we believe that in fact, data is at the core of creativity.
Data can enhance and multiply creativity within the arts… and we have decided to share with our audiences exactly how we can use data to get the best results in the most creative manner. Managers, you should be on the edge of your seats right now! Not only our we going to cure your fear of data, we’re going to show you how to get creative and see those desired results.
For practical examples, take a read of our full article online here. Otherwise, keep reading for a quick summary.
Understanding your data can seem like a daunting task but actually it’s simple. For a few ideas on where to start and to ease your mind, why not get some inspiration on how to effectively and easily read some of your data which is collected on Google Analytics.
Data helps us to segment our audiences, understand their purchasing habits and trends, and learn about their preferences and tastes. Data should be used to refine how we engage creatively with our different audience segments and the channels where they hang out. In other words, developing more specific and detailed relationships with our audience members is made simple- but boy, it sure is mighty effective!
Of course there are important starting points on the road to this strategic creative approach. In the editorial we mention fundamental building blocks such as smart integrations with your box office system like Google Analytics, Google Tag Manager, Facebook Conversion Pixels, an enhanced e-commerce integration with MailChimp, and more. These features and tools make tracking and managing your campaigns intuitive. For the Ticketsolve Community, our team make this simple and we’re with you every step of the way. If your current provider is letting you down in these areas, maybe now is a good time to explore your options and chat with our team?
Once we put the fear of data behind us, we quickly realize that data can become the basis for a creative, dynamic process on which our digital campaigns are developed and refined as new information is processed and data becomes available.
With any new approach and mindset comes change! It’s important that we consider how we will respond to change within our organisation and what it looks like when we implement our findings into all of our marketing campaigns and how we share our new insights across all members of our team.
Iain Christie, marketing manager for Liverpool’s Royal Court shares his experience of utilising the relationship of data and creativity across all of their campaigns. He shares;
“For each show we use Google Tag Manager to track the impact of different forms of online advertising. The way this dovetails with Ticketsolve means we can respond quickly based on the data we receive and be much more creative, matching specific campaigns to specific audiences. We can see which campaigns are working and, more importantly, which ones are not. Since we have implemented this strategy there has been a sharp increase in return on investment across social media, online advertising and email campaigns”
Royal Court utilise the Ticketsolve ‘Fail Fast’ approach which means that regular testing is embedded on all decisions that their team take. For Ticketsolve, data is at the core of what we teach our customers and the insights we share with our community. The facts are simple, the results are strong. It’s time to allow data to increase your team’s creative power in the arts.
