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2025: A World of Pure Imagination — how the arts mastered digital…

Image courtesy of the National Railway Museum © Science Museum Group 3


This Sponsored Session will be taking place at Digital Marketing Day 2018 — Future Now in London.


What is it about?

Prepare for a leap into the future. Digital specialists IE will gaze into the crystal ball to see what the digital arts marketing landscape looks like in 2025 and how we got there.

Carl will take the audience on a short time jump into an optimistic 2025 to analyse where digital marketing has gone over the intervening years. With an ever expanding audience base of technologically savvy consumers, what trends will lead to digital utopia for arts organisations?

Looking at both the creative and practical uses for digital content and services in the arts landscape, this whistle stop time travel story will cover topics such as augmented reality, AI, video streaming, live capture, dynamic content and the future of the web experience for your arts loving customers.

What will I gain?

— Ideas for breaking down barriers to experimentation and innovation

— Challenging thoughts on the nature of content you can and will produce

— Optimism for the future of technology!

Who is it for?

Suitable for mid to senior marketeers, digital executive, content creators and lovers of experimentation and adventure.


Carl Timms | Senior Digital Consultant | IE Digital


This session is sponsored by:

IE Digital






Audience Finder and Peppered — turning insights into audiences

Image courtesy of Opera North © Justin Slee — Community Partners Peer Support Service enjoy a backstage tour with Opera North


This Sponsored Session will be taking place at Digital Marketing Day 2018 — Future Now in London.


What is it about?

Audience Finder is the audience data sharing and insight platform from The Audience Agency, helping cultural organisations to understand and grow their audiences.

Peppered is a website and marketing platform, developed in the Netherlands and now coming to the UK, that empowers venues to powerfully, effectively and easily target their arts events to the right people through advanced digital marketing.

Together Coen van der Poll of Peppered and Leo Sharrock of The Audience Agency will talk about how the breakthrough integration of these two platforms will work to understand target audiences, plan smart customer engagement and automate effective communications to increase sales and personalise the user experience.

What will I gain?

— An understanding of how audience insight and online data can drive both targeted marketing and programming

— Insight into the latest tools being developed to facilitate smarter marketing processes for arts venues

— Ideas for creating data-driven content and increasing the effectiveness of your audience engagement

Who is it for?

This session is for managers, heads of departments and leaders who want to learn more about smart integration of marketing, ticketing systems, audience insight and website content.


Leo Sharrock | Director of Data Platforms | The Audience Agency

Coen van der Poll | Creative Director | Peppered


This session is sponsored by:





Do More with Your Data – how to harness the power in your data to deliver even better customer experiences

A young boy races his brother in a makeshift go-cart while wearing watermelon helmets and goggles. He is excited as he is winning the race.

Image courtesy of QlickiT


This Sponsored Session will be taking place at Digital Marketing Day 2018 — Future Now in London.


What is it about?

You have a lot of data at your disposal but are you making the most of it?

In this interactive session Graham uses real world ticketing data to show you the value of connecting all your data (using the market leading data visualisation platform, Qlik Sense) to generate new and exciting insights in your customers and operations.

These insights will support you to improve your customer experience, increase revenue and loyalty and allow you to see your most valuable marketing activities clearly.

What will I gain?

— Insight into how you can truly harness the power in your data

— Confidence in how easy it is to visualise your data with Qlik Sense

— Inspiration about what you could be doing with your data in the future

Who is it for?

Anyone who has data and wants to do more with it; from Box Office, Marketing and Fundraising departments, to Programmers, Directors and IT / Finance.


Graham Dowling | Business Development Manager| QlickiT


This session is sponsored by:



Our Digital Future

Image courtesy of Eureka! The National Children’s Museum — Fusion: Adventures in digital art exhibition, in partnership with The Lumen Prize for Digital Art


This Keynote Session will be taking place at Digital Marketing Day 2018 — Future Now in London and will be livestreamed to Glasgow.


What is it about?

Suhair will bring Digital Marketing Day 2018 — Future Now to a close with insights from her work at Google Arts & Culture.

Explore trends, user behaviours and how storytelling is a key part of the platform.

Where is the future of digital heading and what does this mean for cultural organisations?


Suhair Khan | UK Partnerships and Projects Lead | Google Arts & Culture


Get your questions answered

We’ll be using during the event so you can ask questions of your keynote speakers — including the one in Glasgow.

You’ll be able to send your questions and get them answered in real time via the live stream.

Go to or download the app in the Apple or Google Play stores, then find and select #AMAFutureNow.

The event on will become active on the day of the event.



Digital routes to improving accessibility — case studies from the National Theatre of Scotland

Image courtesy of National Theatre of Scotland —  The National Theatre of Scotland’s Exchange 2018 Festival Workshop at Eden Court Theatre, Inverness © Ewen Wetherspoon


This Breakout Session will be taking place at Digital Marketing Day 2018 — Future Now in Glasgow.


What is it about?

Explore National Theatre of Scotland’s intention to make art as accessible as possible. Discover how they are making significant connections to engage with a wide and diverse audience, including those with accessibility requirements.

Charlotte will explain how her team are using digital tools in a meaningful way. Projects include creating a British Sign Language video, an app for a show featuring performers with autism, and creating connections with audiences via pre-show emails.

What will I gain?

— An understanding of National Theatre Scotland’s approach to improving accessibility though digital tools

— Ideas for implementing tools and projects to improve accessibility

— Advice for connecting meaningfully with audiences with access requirements

Who is it for?

This sessions is for managers, heads of departments and leaders who want to learn more about connecting with audiences who have accessibility requirements.

Charlotte Gross| Director of Audience and Media | National Theatre of Scotland



Becoming Data-Led — audience engagement at the Royal Opera House

Image courtesy of Royal Shakespeare Company — Photo by David Tett © RSC


This Breakout Session will be taking place at Digital Marketing Day 2018 — Future Now in London.


What is it about?

Discover how the Royal Opera House has put data at the heart of its audience strategy. Lucy will explain how the team has been restructured and the budget rejigged. Learn how the marketing, communications and digital plans have all been altered to be more data-led. Find out how this is driving substantial revenue gains and cost reductions for the Royal Opera House.

What will I gain?

— Tips on how to put data at the heart of comms and digital plans

— An understanding of how the Royal Opera House have restructured their marketing team to be more audience focused

— Advice on how to be more data-led

Who is it for?

This session will be pitched towards senior managers and leaders of cultural organisations.

Lucy Sinclair| Director of Audiences and Media | Royal Opera House



Sculpture Cam — a digital journey at Yorkshire Sculpture Park

Image courtesy of Creative Foundation © Paper Boat Documentaries — Antony Gormley, Another Time XVIII 2013, commissioned by the Creative Foundation for Folkestone Triennial


This Breakout Session will be taking place at Digital Marketing Day 2018 — Future Now in London.


What is it about?

Discover more about how Yorkshire Sculpture Park worked with The Space to develop a new web-based app called Sculpture Cam.

Nina will discuss how the project has informed audience development and the challenges the team encountered. You’ll learn the insights discovered along the way and what this means for Yorkshire Sculpture Park’s digital strategy.

What will I gain?

— Tips on how to deliver multi-stakeholder, digital projects

— Advice on putting audiences at the heart of app development

— Insights into how digital innovations are informing Yorkshire Sculpture Park’s audience development strategy

Who is it for?

This session will be most beneficial for managers and leaders who are thinking about digital partnerships to transform audience experiences


Nina Rogers | Head of Marketing and PR| Yorkshire Sculpture Park



Radical comms — because we are not neutral

Image courtesy of Royal Academy of Dance — Wandsworth Arts Fringe © David Tett


This Breakout Session will be taking place at Digital Marketing Day 2018 — Future Now in Glasgow.


What is it about?

Glasgow Women’s Library has a rich history of activism and radicalism. Hannah will discuss the challenges this throws up in allowing their comms to reflect their values.

Is your organisation more ‘neutral’? Learn how values and passion can still be reflected through your communications. You’ll explore how cultural organisations can be changemakers. How we have the potential to be relevant, socially-engaged spaces in our communities.

This session will encourage organisations to be the change they want to see.

What will I gain?

— Advice on communicating your organisational values

— An understanding of how Glasgow Women’s Library reflect their values through every part of their work

— Insights into how organisations can be quietly radical

Who is it for?

This breakout session is for those thinking practically and strategically about your core values as an organisation — and how you can best reflect these in your comms.


Hannah Wright | Digital and Marketing  Officer| Glasgow Women’s Library



How does the cultural sector’s use of data measure up?

How valuable is it to know that you’re heading in the right direction?

One of the biggest benefits promised by the move towards digital marketing from more traditional channels (print, radio, TV) is the ability to measure performance and understand what works and what doesn’t.

In their 2017-18 CMO Spend Survey, the research company Gartner revealed that 9.2% of total marketing budgets were being allocated to analytics. They point out that analytics is “central to delivering customer experience, identifying, understanding and growing customers, and measuring and optimizing marketing performance”.

Is the cultural sector following this trend?

The cultural sector’s data challenges

From what I’ve seen, I don’t think it is. There are some excellent exceptions but, in general, the cultural sector seems to have been very slow to adopt data-driven practices that are commonplace in other sectors.

This has been backed up by some recent reports.

The 2017 Digital Culture Survey from Nesta and Arts Council England found that “the majority of arts and cultural organisations still do not use data for important purposes such as understanding their audiences better through data analysis and profiling”.

This was echoed by the recent Culture is Digital report which warned that “A lack of skills in data analysis is preventing cultural organisations from collecting data and using it to develop their business models“.

Seeing the wood for the trees

When it comes to arts marketing, data collection isn’t a problem. Pretty much every digital tool that you use features some sort of dashboard or table of metrics. From your website (with Google Analytics and user feedback tools) and CRM/ticketing systems, to your email, social media, and PPC performance reports.

However, the next step is to use that data for segmenting, remarketing, automating, prospecting, evaluating, predicting, and optimising. In other words, finding insights that lead to action.

This seems to be where the problem lies.

The Digital Culture Survey found that only 34% of organisations feel ‘well-served’ for data analysis. There aren’t many cultural organisations employing digital analysts, CRM specialists, or business analysts. In most cases, people in other roles just have to do what they can with the time available.

But as I said, it’s not all doom and gloom and there are lots of organisations that are doing excellent work. I’ve chosen to highlight:

  • The Royal Academy of Arts’ digital content strategy
  • English National Opera’s website development and ongoing optimisation
  • Sam Freeman’s experiments with visualising ticketing data

Examples of good practice with data in the cultural sector

At the 2017 Museums and the Web Conference, The Royal Academy of Arts won an award for their digital content strategy. It’s a piece of work rooted in the organisation’s objectives and principles and informed by data at every turn.

Louise Cohen, Head of Digital Content and Channels, explains that to begin with “there was little reflection on why we were doing it, and most staff at this stage had no digital training or understanding of analytics, no awareness of what had or hadn’t been successful in the past”.

Training sessions, purpose-built dashboards (with targets), and new processes were introduced. Louise says “Having these in place has made a huge difference to our output and to our culture. We are reminded to be more focused with where we put our resources, and to push for continual improvement“.

When English National Opera‘s website was relaunched in 2016, some features were included because data pointed to the way they improved the user’s experience. For instance, as this Econsultancy article mentions, the ‘sticky’ book buttons that stay on the page no matter how far the user scrolls are used twice as often as the static button near the top of the page. This is even more pronounced on mobile devices.

Investment in analytics and user testing has continued since and informed significant changes to the website (PDF). You don’t get much more radical than replacing your homepage with your what’s on section, but data from Google Analytics and feedback from pop-up surveys made a compelling case.

Sam Freeman is the Director of Marketing and Communications at Theatr Clwyd. In a series of blog posts he’s documented his experiments in taking data from his venue’s ticketing system and importing it into Tableau, a data visualisation tool. He’s used this to speed up access to his data and insights.

In his own wordsI’m not a programmer, or a mathematician, or a data scientist – I’m an enthusiastic amateur and geek who wants to make some charts to see if I can sell more tickets“.

Using data with purpose

Opening up reports and dashboards and hoping that insights will pop out is a surefire way to find information that’s interesting but ultimately useless.

The examples above are all very different, but the process was the same – start with a clear purpose and a set of questions, find the necessary data, and then act on the findings.

This is what I’ll be talking about at Future Now, with examples of cost-effective tools and simple techniques to help you move away from guesswork and let your data show the way.

Chris Unitt, One Further.

Chris will be speaking at Digital Marketing Day 2018 — Future Now in London, 5 December.

Sessions: Letting your Data Show You the Way and Using Data to See the Future

He will also be hosting our day workshop Measuring Up — taking your Google Analytics skills to the next level


Shared Ambition — delegates’ thoughts

Shared Ambition — fundraising and marketing together is a change programme that considers how different departments can come together, to work towards a mutual strategy and bring about change within their organisation.

This October saw the in-depth 2.5 day residential course take place in Leeds, and below some of the 2018 cohort offer their views on the course, and what they’ve gained from it so far, in vlogs taken at the residential.

Carmel England and Marnie Middlemiss, Roundhouse 


Anthony Hewitt and Doug Buist, Shakespeare’s Globe

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