The ADVICE Project

1. The ADVICE Project audience data and visitor information collection enterprise Arts Marketing Summit, Sydney, June-July 2009 Merryn Carter National Project Manager, ADVICE

2. The ADVICE project What is ADVICE? audience data and visitor information collection enterprise • an online data gathering and analysis project • individual organisation reports; aggregate reporting

3. The ADVICE project What will ADVICE help you to do? • track purchase behaviour • track and benchmark audience trends • segment your audience and target communications • improve your marketing effectiveness • identify potential for collaborative marketing

4. The ADVICE project How is ADVICE structured? ADVICE is a joint venture • state and territory arts funding agencies • the Australia Council for the Arts This collaborative approach will ensure: • consistency of data • sharing of information • capture of touring information • cost-effectiveness

5. The ADVICE project How does it happen? Vital Statistics (Purple Seven, UK) • is a tested model • compatible and flexible integration • computer ticketing sytems + manual uploads • global comparison potential

6. The ADVICE project Methodology • ticketing data uploads • data coding • crunched by the Vital Statistics engine • individual organisation reports • aggregate reports available through ADVICE

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8. The ADVICE project Data protection • People • Organisations • Anonymous dataset to ADVICE

9. The ADVICE project Roll out, investment and support • 150 organisations by 2010 • 3 year investment is $2 million • local client support staff • turning data into knowledge: we help you apply the knowledge to your marketing plans & strategies

10. The ADVICE project ‘Digital Marketing Essentials’ • Hobart, Melbourne, Sydney, Brisbane, Townsville, Alice Springs, Darwin – April to June • Perth, Adelaide and Canberra - July • 2 days on Digital Marketing: how to make your website and email campaigns really effective; how to segment, target and use customer language to improve response; understanding your audience; the power of peer to peer; how to enhance engagement online.

11. The ADVICE project Two levels of reporting • Individual participant organisation reports – ‘Vital Statistics Essentials’ – free for 3 years (MPAB companies pay $1,500 pa - although nothing to contribute your data - can upgrade to more sophisticated reports) • Agency reporting on aggregates

12. The ADVICE project Vital Statistics “Event Snapshot” - excerpts from our Event Snapshot Manual for Australia

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18. The ADVICE project Vital Statistics Agency analysis - final stages of preparing for first aggregate reports

19. The ADVICE project Progress to date National Project Manager (f/t): Merryn Carter Data analysts (p/t) : Mary Eckhardt; plus one, interviews tomorrow Client support staff (p/t) VIC: Leanne Gunnulson TAS: LIVE Tasmania, Nick Andrew, Mary Eckhardt NSW: Danella Bennett ACT: Nawal Rahim QLD: Michelle Oxenham NT: TEAM, Janice McEwen WA: Steven Papos SA: no local staff yet

20. The ADVICE project 44 signed up so far

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22. The ADVICE project Coding framework • a variety of existing classification systems have been surveyed in preparing the coding framework • our artform coding framework is consistent with ABS artform classifications to enable comparison of findings • the coding framework is being rigorously applied

23. The ADVICE project Artform codes FIRST TIER ARTFORM CODES Circus and Physical Theatre - Classical Music - Comedy - Dance - Exhibitions of Visual Arts and Crafts - Film screenings - Literary events - Multi-arts - Museum Exhibitions (non-art objects) – Musical Theatre Opera - Popular Music - Theatre

24. The ADVICE project Artform codes SECOND TIER ARTFORM CODES Aerial theatre - Arthouse film - Ballet - Blues – Book reading – Cabaret Ceramics - Chamber music – Choral music - Circus - Comedy (play) – Contemporary dance - Country and western - Digital media art - Drama • Environmental exhibition - Folk - Geological exhibition - Historical exhibition - Jazz - Jewellery - Mainstream film - Music theatre - Musical • Operetta - Orchestral music - Painting - Photography - Physical theatre • Poetry reading - Pop - Puppetry - Recital - Rock - Scientific exhibition - Sculpture - Textiles - Vocal music

25. The ADVICE project Coding framework Children's/Family event - indicates whether an event is intended primarily for children or families Culturally specific art/event - indicates whether an event contains art or performance from a particular culture Government funding status indicates whether event performers or organisation is in receipt of government arts funding

26. The ADVICE project Coding framework NFP/for profit status indicates whether event performers or organisation is for-profit or not-for-profit Professional status indicates whether event performers or organisations are professional, or amateur/community Year indicates year in which event occurred

27. The ADVICE project ‘Agency’ aggregate data analysis All participants must code their events before proper aggregate analysis can begin Participants in Victoria and Northern Territory are now coding their events using the coding framework Geelong Performing Arts Centre and Warrnambool Entertainment Centre have finished coding all their events 2007-2009 Detailed analysis begins in July

28. The ADVICE project Data Collected

29. The ADVICE project Data Collected

30. The ADVICE project Data Collected based on aggregate data from Victoria and Queensland

31. The ADVICE project How do you join ADVICE? • potential participants are being jointly identified by both the Australia Council and state/territory arts agencies • primarily arts venues and larger organisations with their own ticketing systems; smaller companies on a case by case basis • talk to me, or email me, or contact your local staff member m.carter@australiacouncil.gov.au phone 0414 766 173 www.australiacouncil.gov.au/ADVICE