Full House. Turning Data into Audiences

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: http://www.artsoz.com.au/FULLHOUSE.htm



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.