© Purple Seven 2014 CONFIDENTIAL Helping you to understand your Audience better Chloe Walton

At Purple Seven we believe that there is a perfect audience for every event and a perfect event for every audience. Find New Customers ? We provide the solutions to help you Understand Existing Customers

© Purple Seven 2014 CONFIDENTIAL Challenges to this?

© Purple Seven 2014 CONFIDENTIAL 1. Communication

© Purple Seven 2014 CONFIDENTIAL Communications The world’s data doubles every 2 years 90% of the data that exists today did not exist 2 years ago Up to 80% of the 247bn s that are sent daily are spam 48 hours of material is uploaded to YouTube every minute There are almost as many bits of digital information as there are stars in our universe 750m photos are uploaded to Facebook every 2 days Source: Chassis Plans

© Purple Seven 2014 CONFIDENTIAL What will make them notice you? RELEVANCE

© Purple Seven 2014 CONFIDENTIAL When will they notice you? 4 consistent pieces of communication to trigger an action

© Purple Seven 2014 CONFIDENTIAL 2. The customer journey

© Purple Seven 2014 CONFIDENTIAL Gathering data National Arts Picture Putting Your Audience in Context

© Purple Seven 2014 CONFIDENTIAL Their Cultural Journey 12.8m TICKET BUYERS £1.8bn TICKET SALES 190,000 POST EVENT SURVEYS 200 VENUES = UK Arts Engagement

© Purple Seven 2014 CONFIDENTIAL Why is this important? 500k customers were thought to be inactive – but were going to the theatre elsewhere 3x more “Super Regular” consumers than originally thought 2.5% of customers are “Super Regular”, accounting for 24% of spend Almost 20% of “Super Regular” customers were deemed to be “inactive” by venues

© Purple Seven 2014 CONFIDENTIAL Islington Profile

© Purple Seven 2014 CONFIDENTIAL New Audiences Identify areas of opportunity Recency Relevance Frequency Existing Audience

© Purple Seven 2014 CONFIDENTIAL The Audience Journey Stimulate 1st Visit Stimulate a repeat Visit Stimulate a repeat visit Increased engagement & value New Audiences Memberships Active audiences

© Purple Seven 2014 CONFIDENTIAL 3. Data collection

© Purple Seven 2014 CONFIDENTIAL To understand your audience and their journey you need to know something about them. You do not need to be collecting ‘lots of data’ Name Postcode

© Purple Seven 2014 CONFIDENTIAL How to collect the data ? Understand and reach your visitors Cities, Museums, Arts Spaces, Cultural Institutions

© Purple Seven 2014 CONFIDENTIAL Post Show Feedback

© Purple Seven 2014 CONFIDENTIAL Zone 7 Zone 6 Zone 8 Zone 4 Zone 5 Zone 2 Zone 3 Zone 1 Zone menu Beacons & Content app

© Purple Seven 2014 CONFIDENTIAL Arts and Culture is on an insight journey Big Data Insight = Value Know your end goal - what is it you need to know? Big Data ≠ Value

© Purple Seven 2014 CONFIDENTIAL Communication - Relevant & Consistent Know your Audience journey Data dosen’t have to be BIG

© Purple Seven 2014 CONFIDENTIAL Thank you

Telephone +44 (0) Web LinkedIn linkedin.com/company/purple-seven Head Office Purple Seven Midway House 23A Coten End Warwick CV34 4NT London Office Purple Seven H&D Studios 10/11 The Peoples Hall 2 Olaf Street W11 4BE © Purple Seven 2014 CONFIDENTIAL