CultureTalk: Making Sense of Audience Data with Insights from The Audience Agency
Insights
November 15, 2024

CultureTalk: Making Sense of Audience Data with Insights from The Audience Agency

Join Oliver Mantell from The Audience Agency as he explores how venues can leverage audience insights, embrace AI, and implement practical data strategies – all while keeping the human element at the heart of arts marketing.
by 
Matt Yau

Understanding your audience is crucial for any cultural organisation, but transforming raw data into actionable insights can feel overwhelming. How do you balance personalisation with shared experiences? When does segmentation become counterproductive? And how might AI reshape audience engagement in the coming years?

In this episode of CultureTalk, we sit down with Oliver Mantell, Director of Evidence and Insight at The Audience Agency, to unpack these questions and more. The Audience Agency, a UK-based charity, has helped hundreds of cultural organisations increase their reach, relevance, and resilience through data-driven audience development.

Drawing from his unique journey from literature to data analysis, Oliver brings a refreshing perspective to audience insights. He challenges the notion that data analysis requires complex technical expertise, arguing instead that most valuable insights come from asking the right questions and maintaining curiosity about your audience.

Whether you're grappling with audience segmentation, wondering how to develop technical skills in your team, or curious about the future of AI in arts marketing, this conversation offers practical wisdom for cultural organisations of all sizes. Oliver shares candid insights about what makes certain venues stand out in their approach to audience understanding, and offers a surprisingly simple recommendation that any organisation can implement today.

Join us for this illuminating discussion about the art and science of understanding cultural audiences in an increasingly data-driven world.

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