Data

To achieve true customer relationship management all marketing activities should be turned upside down, focusing much more on the customer than the product, says David Reece.

Some arts charities are unsurprisingly nervous about the new General Data Protection Regulation that comes into effect next year. Pamela Johnson offers trustees guidance on how to comply.

Is segmentation really the key to inclusivity and resilience? Oliver Mantell demonstrates how bespoke and off-the-shelf tools can help develop approaches for multiple audiences.

Roger Tomlinson has more questions than answers about the quality metrics system that Arts Council England’s larger NPOs will soon be required to use.

Need to forecast attendances or ticket sales? Jenny Scudamore explains how to make better predictions.

Data shows that audiences for many artforms are ageing. Anne Torreggiani calls on the arts sector to anticipate and accommodate the changing needs of younger generations.

Catherine Bradley reveals five things you might not know about classical music audiences, discovered through Audience Finder data. 

The Watermill Theatre’s new box office management system has increased ticket sales and donations, and encouraged customers to book earlier, says Libby Penn.