FULL HOUSE Turning Data into Audiences - Creative New Zealand

FULL HOUSE gives arts and entertainment
organisations the knowledge they need
to better utilise their customer data
and build ongoing relationships.
New technologies are transforming our ability
to collect data, analyse patrons’ behaviour
in meaningful ways, communicate directly
with audiences and identify new market
segments. This manual is about managing these
opportunities, and getting the best out of them.
Creative New Zealand, in collaboration with
the Australia Council for the Arts, has produced
this new and revised edition of the original
Boxing Clever published in the UK in 1993.
Authors Roger Tomlinson, Tim Roberts and
Vicki Allpress are highly respected consultants
and practitioners in the areas of ticketing,
online marketing and arts marketing.
In FULL HOUSE, they share their extensive knowledge,
along with recent best-practice case studies from
local and international arts organisations and
venues, to create a hugely valuable resource for
New Zealand arts marketers and box office managers.
“Today the customer database
is fundamental to developing a
relationship between arts organisations
and their audiences. Creative New
Zealand is proud of this practical
resource, which shows that data-driven
marketing is essential for real marketing
success. FULL HOUSE provides a key that
can unlock a lifetime of arts attendance.”
Helen Bartle, Adviser, Audience and Market
Development, Creative New Zealand
NZ $24.95 inc. GST
ISBN 0-478-18554-5