CultureSuite today announces a strategic partnership with One Further, the UK-based digital agency specialising in digital services for arts and cultural organisations, charities, non-profits and councils.
This collaboration will deliver standardised website analytics support for venues using CultureSuite's CMS platform, enabling cultural organisations to harness the power of data-driven decisions on a platform that regularly updates to keep abreast of emerging best practices.
The partnership makes specialist analytics expertise accessible to cultural venues, whose unique digital engagement patterns require more than standard analytics implementations. By combining CultureSuite's industry-specific technology with One Further's proven expertise in cultural analytics, venues will gain access to professional-grade analytics implementation and ongoing support at scale.
Making analytics accessible for cultural venues
Arts and culture venues face unique challenges when it comes to website analytics. Typical analytics setups often fail to capture the nuances of cultural engagement, from tracking the effectiveness of marketing campaigns and production pages to understanding friction throughout key user journeys.
"Too many cultural organisations are flying blind when it comes to understanding their digital audiences," explains Chris Unitt, Founder of One Further. "We’ve worked with leading theatres and arts venues internationally, and at the outset, we often see teams struggling with analytics that aren't designed for their specific needs. This partnership allows us to scale our sector expertise through CultureSuite's platform."
The collaboration follows CultureSuite's community-driven approach to innovation, where solutions developed for one venue benefit the entire network. One Further conducted a comprehensive audit of CultureSuite’s CMS platform, identifying opportunities to enhance analytics capabilities across all CultureSuite-powered websites.
This has brought a standardised analytics setup for CultureSuite CMS and gives CultureSuite venues access to robust analytics capabilities that would typically require significant individual investment. Rather than each venue having to develop their own analytics approach from scratch, the partnership delivers proven methodologies and best practices at scale across CultureSuite's community of over 125 cultural organisations worldwide.
"We're democratising access to professional-grade analytics," notes Coen van der Poll, CEO of CultureSuite. "Previously, only the largest institutions could afford comprehensive analytics implementation and ongoing expertise. Now, a small community theatre can benefit from the same standardised approach that we've refined through working with One Further.”
The standardised framework ensures consistency while remaining flexible enough to accommodate the diverse needs of different venue types, from intimate performance spaces to large museum complexes. This approach not only reduces costs for individual venues but also creates opportunities for sector-wide benchmarking and knowledge sharing – something we’re keen to share more of as this partnership develops.
A comprehensive approach to analytics excellence
The partnership introduces a structured approach that addresses venues' diverse analytics and digital marketing needs:
Platform Enhancement: One Further has already audited CultureSuite's analytics infrastructure, making recommendations that will benefit all venues using the platform. These improvements will be rolled out automatically, ensuring every CultureSuite-powered website meets current analytics best practices.
Venue-Specific Support: Individual venues can access tailored analytics packages from the One Further team, including custom reporting dashboards, conversion tracking setup, advanced implementation support, and training sessions designed specifically for cultural sector teams.
Essential Analytics Package – £2,200
One Further's Essential package ensures your venue's analytics tracking is properly configured and reporting meaningful data. This package includes:
- Initial analytics healthcheck to identify gaps and opportunities in your current setup
- Updates and amendments to your Google Analytics tags, ensuring key interactions are tracked correctly and cookie consent is properly configured
- Customisation of your Google Analytics reports to make data easier for your team to access and interpret
- A handover session with your team to walk through the improvements and ensure everyone understands how to use the enhanced analytics
This foundation package gives venues confidence that their analytics are working properly and delivering insights they can actually use to inform decisions.
Specialist add-on services
For venues requiring deeper analytics capabilities, One Further offers specialist services that can be added to the Essential package:
Measurement model and KPI development: Take a step back to consider how to measure the effectiveness of your digital activity. One Further will work with you to develop a clear measurement framework with KPIs aligned to your organisation's priorities, delivered through a workshop and documented for your team.
Dashboard creation: Custom reporting dashboards designed around your digital activity and KPIs, making it easy for your team to track performance and make data-informed decisions without digging through standard reports.
Server-side tracking migration: For venues with significant digital marketing spend, upgrade your data collection to server-side tracking for more reliable data collection for your advertising and analytics tools (including support for the Meta Conversions API) and improved website performance.
Bespoke training: Tailored training sessions on topics related to website analytics, usability, SEO, and more. All designed around your team's specific needs, delivered via video, and recorded for future reference.
Google Ad Grants Expertise: Recognising that many cultural venues rely on Google Ad Grants for digital marketing, the partnership includes specialised support for maintaining and optimising Google Ad Grants accounts. One Further will provide free pre-launch audits for venues transitioning to a CultureSuite-powered website, ensuring existing Ad Grants investments are preserved and enhanced. For venues seeking additional support, One Further's Ad Grant Jumpstart programme offers comprehensive account setup, strategic campaign creation, and expert optimisation at an exclusive discount for CultureSuite customers.
Professional Development: CultureSuite customers will also gain access to One Further's Coach training platform at a 20% discount, providing ongoing professional development in digital marketing and analytics specifically designed for arts and culture professionals.
Venues interested in these specialist services can contact One Further directly to discuss their requirements and pricing.
This model ensures venues of all sizes can access professional analytics support, from basic implementations that work out of the box to sophisticated tracking systems for larger organisations with complex digital strategies.
Strengthening the CultureTech ecosystem
The partnership exemplifies CultureSuite's commitment to building sustainable partnerships within the CultureTech ecosystem. Rather than developing analytics capabilities in-house, CultureSuite is working with established specialists to provide venues with best-in-class solutions.
"We believe in collaboration over competition," says Coen van der Poll, CEO of CultureSuite. "One Further brings deep sector knowledge and proven expertise that would take us years to develop internally. By partnering with them, we can offer our community immediate access to analytics excellence while continuing to focus on what we do best – building technology that makes website management easier, quicker and more sustainable for arts and culture."
The partnership also reflects broader industry recognition of the need for standardised approaches to cultural analytics. As venues increasingly rely on digital channels for audience engagement and revenue generation, having robust, easy-to-use analytics becomes essential for strategic decision-making.
Supporting venues across regions
While One Further will initially serve English-speaking regions, CultureSuite plans to extend similar partnerships to other markets, ensuring venues worldwide can access localised analytics expertise that understands their specific cultural and regulatory contexts.
This isn't about imposing a one-size-fits-all solution. Cultural venues operate in diverse contexts with different audience behaviours and regulatory requirements. By working with regional specialists like One Further, we can ensure our analytics support is both globally consistent and locally relevant.
The partnership is already underway, with One Further's team having conducted initial audits of the CultureSuite CMS platform and working with a range of CultureSuite venues. Platform-wide analytics improvements are in the process of being implemented to over 100 venues worldwide. But now, CultureSuite venues can take advantage of this partnership through a range of support packages, educational resources and ongoing skills development webinars.
Community members interested in enhanced analytics support can contact CultureSuite to learn more about the new support packages.
Let's get this show on the road
If this partnership resonates with how you're thinking about digital analytics and your venue's website, here's how to explore further.
- Get analytics support
Interested in One Further's specialist digital services? Contact them directly to discuss how professional analytics can work for your venue. - See CultureSuite CMS in action
Book a personalised demo to discover how CultureSuite helps arts, culture and entertainment venues treat their website as infrastructure, not a project. - Partner with us
We partner with technology providers, design agencies and suppliers across the arts and culture sector. Get in touch. - Keep exploring
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