6 metrics that matters: Capturing user's data. Data Capture Rate.
This interesting 2017 resource from TRGarts allows arts professionals to set some of the key metrics for arts organizations to build loyalty. It's very useful to better understand where you are at in terms of your ability to attract vs. retain users as well as to be able to set goals and start your first steps towards an organized loyalty plan in time. It outlines the importance of keeping the churn rate or attrition low as much as acquiring new single ticket buyers in order to grow in a sustainable way, providing good examples and figures to express these concepts.
6 Metrics Arts Leaders should track, #3: Data capture rate
Bob Harlow, author of Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences, delivered a keynote address at the 2016 conference of Arts Reach, an association of arts professionals. He showed how three arts organizations—the Pacific Northwest Ballet in Seattle, the Clay Studio in Philadelphia and the San Francisco Girls Chorus—used audience research to attract and retain audiences that had previously eluded them.
Connecting Australians: Results of the National Arts Participation Survey is the third in a landmark series by the Australia Council for the Arts, following editions in 2009 and 2013. It measures Australians’ engagement with the arts in 2016 – attending arts events, exhibitions and festivals; reading; listening to music; sharing and connecting with the arts online; and creating art themselves.
The arts encompass theatre, dance, visual arts and craft, music, literature, First Nations and cross-art form work. Engagement with a person’s own cultural background through the arts is articulated for the first time, along with festival attendance and community arts and cultural development activities. The survey also captures the value of the arts to Australians through their attitudes, views about the impacts of the arts, and propensity to donate time or money to the arts.
How are audiences affected by live choral music concerts? What can we conclude about the experiences they have? How do their experiences differ? Can we identify drivers of impact? In 2013, Chorus America initiated discussions with WolfBrown to design a study to answer these questions and build a foundational understanding of the impact of attendance at choral concerts. A total of 23 choruses across North America participated in the study, including a cross section of youth and adult ensembles. Over the 2014-15 and 2015-16 seasons, 14,236 audience members at 136 different concert programs completed surveys about their experience. The study, published on June 2016, builds on a substantial body of past research conducted by WolfBrown and other researchers investigating the intrinsic impact of live arts programs.