Audience 360º - Vital Statistics Audience Data Programme
Audience 360º is an online tool for analysing customer information drawn from box office systems. Using the Vital Statistics Agency software developed by UK company Purple Seven, Audience 360º brings together customer data daily from any number of arts venues, including different box office systems. This Audience Data Programme enables Creative New Zealand to access and analyse transactional data to understand the health of the arts market nationally, regionally and by artform.
The Audience 360º Project has two primary aims:
- it is a service providing participating organisations with a fast and efficient way of looking at their own patron data, both individually and by comparison with aggregated data from a number of other participating organisations in New Zealand
- it creates a profile of New Zealand audiences as a benchmarking and trend analysis tool. This will be utilised by Creative New Zealand who has the right to publish and use the aggregated data for the benefit of the wider arts and cultural sector in New Zealand.
Each participating organisation receives six monthly reports on:
- repeat attendance - the frequency of attendance of audiences
- booking time – how far in advance audiences book
- artform crossover – how many artforms the audience attends and the audience cross-over
- Mosaic Types – geodemographic profiling of arts audiences
- drive distance and time – how far audiences are prepared to drive to the venue and how long it takes them.
To date, 12 arts organisations and venues are participating in the project. The Audience 360º project aims to have 32 arts organisations and venues signed up by 2011.
For further information please contact Vanessa Zigliani, Audience 360º Co-ordinator vanessa.zigliani@oandz.co.nz