Research into the New Zealand arts industry’s access to, and use of, customer data for audience development. We commissioned Tim Roberts to research the New Zealand arts industry’s use of customer data for audience development.
Methodology
Interviews were conducted at the end of 2010 with a range of organisations. Fifty one organizations were interviewed to inform this research. Eighteen interviews were conducted in person on visits to Auckland and Wellington in November 2010. Thirty two interviews were conducted by telephone over this period. Representatives of arts organisations, venues, all major ticketing agencies, some industry coordination bodies as well as legal and legislative representatives were interviewed.
Key Results
1. Over 90% of the organisations surveyed use venues with Venue Exclusive Ticketing Contracts or requirement to use Venue Box Office.
2. 60% of NZ arts organisations have no idea of recency frequency and monetary value of their audience.
3. Nearly half of organisations interviewed reported frustration with gaining access to their customer data from external ticketing service providers.
4. Nearly 40% of arts organisations surveyed are still just using Excel to manage lists and do not have any database functionality to support real CRM activity.
5. Over 70% of organisations surveyed did not have a documented Privacy Policy, however they are all collecting personal data from a variety of sources.
6. 22% said that venues do not provide assistance with the marketing of their events presented at the venue.
7. 56% said that some venues do with the common variable being whether the venue had a share in the show or was co-presenting.
8. 71% of venues reported that they do provide marketing assistance although this should be adjusted for involvement in the event presentation and results.
9. However, 74% of organisations reported venues do not provide paid marketing services under contract.