FULL HOUSE Turning Data into Audiences - ARTS Australia

Full House gives arts and entertainmentorganisations the knowledge they needto better utilise their customer dataand build ongoing relationships.New technologies are transforming our abilityto collect data, analyse patrons’ behaviourin meaningful ways, communicate directlywith audiences and identify new marketsegments. This manual is about managing theseopportunities, and getting the best out of them.Full House, is a new and revised Australian editionof the original Boxing Clever published in theUK 1993. Authors Roger Tomlinson and TimRoberts are both highly respected consultantsand practitioners in the areas of box officesolutions, internet ticketing and arts marketing.In Full House, they share their extensive knowledge,along with recent best-practice case studies fromlocal and international arts organisations andvenues, to create a hugely valuable resource forAustralian arts marketers and box office managers.“The customer database tells the storyof the current audience and provides theresources to develop the audience forthe future. The Australia Council is proudof this practical resource to develop artsorganisations’ use of that asset.”Ron Layne, Australia Council for the Arts$24.95 inc. GSTISBN 978-1-920784-35-51-920784-35-7