Data to drive understanding of audiences

A new project to drive innovation in audience development is aiming to unlock the potential of ‘Big Data’ for the sector, with plans for box office data-sharing and online intelligence. ‘Audience Finder’ is being designed to develop a collective understanding of audiences to inform arts organisations’ planning, collaboration and advocacy. Funded by the National Lottery through Arts Council England as part of a £3m Audience Focus initiative launched last year, it is being developed by the Audience Agency in collaboration with consultancy Baker Richards and its US technology partner Jacobson Consulting Applications Inc., with a view to supporting organisations that “might want to share information or take collective action” and join forces on marketing or advocacy initiatives.
www.audiencefinder.org.