Re-Educating Digitisation

Cultural organisations encounter a significant challenge in effectively reaching their target audience. Understanding one's audience and effectively reaching them is essential today. This project aims to address this need by analysing internal data from social media channels, ticketing data, website traffic, and newsletter clicks, as well as by understanding and improving the Search Engine Optimization (SEO). The project aims to provide a setup that does not require IT support. In the other hand, assessing a cultural institution's programme and activities is vital for retaining visitors. Research has shown a widespread lack of skills in formulating questionnaires correctly, analysing the collected data, and applying the necessary improvements in the cultural sector. Another challenge is to grow the audience and ensuring the event's sustainability in the face of generational changes. To achieve the goal of getting new audience and retaining the existing audience it is necessary to reach the visitors and also the non-visitors (potential participants). To better understand the target groups, this project addresses the need by developing a model of visitor and non-visitor surveys for small cultural operators.

Cultural operators would like to improve their programmes but usually don’t know how to start; for example, they don’t know how to read Facebook insights or get the most out of visitor satisfaction questionnaires. This project has some answers to these questions. It will not only help cultural organisers make sense of data streams from their newsletter provider, social media, website, and ticketing but also offer a step-by-step guide to consolidate all their online data into one place, allowing them to draw meaningful conclusions. Cultural organisers will be able to evaluate their strategy and take their online marketing to the next level. Our online course on visitor studies will enhance the feedback that cultural operators gather with the help of surveys, allowing them to ask the right questions and obtain actionable answers. This course not only covers how to formulate questionnaires based on current scientific standards but also teaches how to analyse data and use statistical software. With our online course on non-visitor studies, cultural operators can elevate their strategic discovery who are not reached so far. This insight is key for evaluating their programming and marketing strategy.