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Connecting Audience Data

Data / Google Analytics / Reporting

What is it about?

Bringing your audience data together and creating the fabled ‘single customer view’ might feel like an impossible task. CRM, web analytics, social media and maybe even spreadsheets hold valuable information. So what’s the best way to bring this all together?

Chris will set out the challenges and opportunities when faced with data like this. Explore how to start bringing your data together across siloes to make it more actionable in your everyday work.

What will I gain?

— Tips for streamlining your data

— Insight into joining up analytics reporting

— Advice on recording and reporting data

Who is it for?

This session is for those who either use Google Analytics a lot and would love ideas for making the process more streamlined, and also for those who lack confidence in using Google Analytics.

View more information on AMA conference 2019 and book your place.


Chris Unitt | Founder | One Further

Chris is the founder of One Further, a digital analytics and user research consultancy. He works with cultural organisations that want to gain a better understanding of their online audiences and how best to serve them. Current clients include the Victoria & Albert Museum, Royal Academy of Arts, and Shakespeare’s Globe. 

Chris is also responsible for the mostly-weekly Cultural Digital newsletter, which rounds up recent developments on the digital side of the cultural sector, and he sits on the board of the Hackney Empire.


What will You Do?

Change Making / Change Management

What is it about?

Melanie Eusebe will challenge us to think deeply about the powerful changes we — as individuals operating within organisations — can make.

View more information on AMA conference 2019 and book your place.


Melanie Eusebe | Entrepreneur, Strategist & Chair of Black British Business Awards

Melanie is a Business Strategist with over 20 years experience as a Management Consultant, with a career that spans 5 continents working with some of the world’s biggest brands and largest organisations.

She shares her experience and love for teaching as a Professor of Business at a leading business school, as well as through her own online business school.

Alongside being the Chair and Founder of the Black British Business Awards, Melanie was also the Executive Producer for the Women of the World Festival (WoW) a global gender equality festival occurring with over 2 million women over 50 cities in 5 continents.

Recognized by the Queen for her efforts, Melanie has been profiled as one of the most influential women in Business and the Creative Industries in the UK. 


Sparking Connections, Creating Change

Breaking the status quo / Partnerships / Making Connections

What is it about?

In the opening keynote we will be exploring how people create connections to find new ways of doing. How do you get out of your comfort zone to try something different? How can we break away from patterned thinking and the status quo?  How can we open ourselves up as organisations towards different partnerships and audiences?

Join us to consider how rewiring our thinking and our organisations can have huge impact.

View more information on AMA conference 2019 and book your place.


Alan Lane | Artistic Director | Slung Low

Alan Lane is Artistic Director at Slung Low. Founded in 2000 Slung Low is an award-winning theatre company specialising in making epic productions in non-theatre spaces, often with large community performance companies at their heart.

Read Alan’s full biography.


Tobi Kyeremateng | Cultural Producer | Black Ticket Project

Tobi is a Cultural Producer specialising in theatre, events & festivals and film. She has worked with organisations such as Bush Theatre, Apples and Snakes, Old Vic Theatre, Battersea Arts Centre and more.

In 2018, she founded Black Ticket Project – a temporary initiative creating access to theatre for Black young people with low arts engagement.


Richert Schnorr | Director of Digital Media for Communications and Marketing | New York Public Library

Richert Schnorr is the Director of Digital Media for Communications and Marketing at the New York Public Library. He oversees the Library’s podcasting and video programs while contributing to social media campaigns and other digital products. He received his MFA at Parsons the New School for Design and has been with the Library since 2011


Rinkoo Barpaga | Theatre-maker, Film Maker 7 Comedian

Rinkoo is a Deaf British born Theatre-Maker, who uses British and urban sign language.

Throughout his 15-year career he has been involved in media creation and has worked for the BBC, ITV, MTV as well as independent media productions.  He is also involved in stand-up comedy, which he developed in New York.

Rinkoo is currently a theatre-maker and has produced his one-man show, ‘Made in India Britain’ which was showcased at Birmingham Rep.


Dawinder Bansal | Producer and Artist

Dawinder Bansal is an award-winning British producer and artist. She has a track record of creating brand new stage shows and immersive art installations by weaving South Asian cultural heritage and contemporary stories into her work.

Read Dawinder’s full biography.

Going it Alone, Together

Freelance / Networking / Support

What is it about?

We will be discussing honestly the pluses, the pitfalls and the practicalities of being a freelance professional in the cultural sector.

Whether you’re already a freelancer, freelance consultant or you’re simply thinking about going it alone, come along to our Freelance lunch. This informal roundtable discussion will be facilitated by experienced freelancer and coach, Mel Larsen. We ask that you come ready to share your own experiences and with any questions you may have.

What will I gain?

— Insights from peers on the pitfalls, pluses and practicalities of freelancer life

— Tips and advice on navigating your freelance journey

— Support and networking opportunities

Who is it for?

This lunch is for anyone who is a freelancer, freelance consultant or thinking of going freelance.


Image of Mel Larsen

Mel Larsen| Marketing Consultant and Business Performance Coach

Mel Larsen is a Business Performance Coach, festival director and marketing consultant working with organisations across the UK and internationally to help them become more resilient and reach more audiences.   

Mel was a core part of the teams that wrote the seminal ‘Not For the Likes of You’ national report and has continued to drive the arts and cultural sector to become more diverse working on programmes such as co-authoring national publications including ‘Open Up Museums’.   

She regularly receives top reviews from her mentees on the Audience Diversity Academy for the un-precedented results they are able to achieve.  


Partnerships and Co-Creation — the impact on audiences

Partnership Working / Programming / Co-Creation

What is it about?

91% of participants and audiences in the Museums Northumberland bait programme come from traditionally medium or low engaged audience spectrum groups. Discover how partnership working can impact the profile of your audience.

What opportunities are there within your organisation to involve audiences in programming decisions? Who needs to be involved? Explore how working in partnership with organisations outside of the cultural sector has been crucial to the bait programme. Rachel will explain who is involved in their programming decisions. Learn how sharing decision-making power impacts on audience engagement.

These themes will be explored using a project case study and the session will also draw on experiences from those in the room.

What will I gain?

— Insight into partnership working beyond the cultural sector

— Insight into co-creation: involving participants and audiences in decisions about programme

— Insight into community commissioning and the impact this has on audience profile

Who is it for?

People interested in co-creation, developing audience engagement and commissioning, programming and marketing.

View more information on AMA conference 2019 and book your place.


Rachel Adam | Project Director | Museums Northumberland bait

Rachel Adam is Project Director of Museums Northumberland bait, one of 21 Creative People and Places programmes in England. Museums Northumberland bait work in partnership to support more people in South East Northumberland to create and take part in inspiring and high quality arts experiences. Within her role, Rachel also leads on delivery of the National Peer Learning and Communications programme for the Creative People and Places network.

Rachel has lived and worked in the North East of England since 2001 and previous roles include Director of Juice – Newcastle Gateshead’s festival for children and young people and Head of Development at the Sage Gateshead.


Making a Difference

Resilience / Change Management / Making Connections

What is it about?

Lemn will talk about his own experiences of change; of the potential that’s held in making connections and challenging silos.

In a life that has included foster care, taking on the government (and winning), and a trip to the Arctic, resilience underpins everything he does, and could arguably be what allows him to make change in the world.

View more information on AMA conference 2019 and book your place.


Lemn Sissay | Poet, Playwright and Broadcaster

Lemn Sissay is a poet, playwright and broadcaster. He has read poetry everywhere from The Library of Congress in The United States to The University of Addis Ababa, from the Botanic Gardens of Singapore to the sonorous shores of Sri Lanka, from Wembley Football Stadium to Maryland Football Stadium, from the theatres of Bangalore to the theatres of Dubai, from a literature festival in Bali to a bar stage in Greenland AND Wigan library 

He was awarded an MBE for services to literature by The Queen of England. He is Chancellor of The University of Manchester and an Honorary Doctor from The University of Huddersfield, The University of Manchester and The University of Kent. He was the first poet commissioned to write for the London Olympics and he was the official poet of the FA Cup 2015. In 2018 he was made Poet Laureate of Canterbury.

Read Lemn’s full biography.


Developing and Sustaining Inclusive Audiences

Partnership Models / Intersectionality / Audience Development

What is it about?

In this session, Director Phil Douglas will share partnership models developed by Curious Arts. Discover the challenges and successes of the last four years of Curious Festival – an annual celebration of Lesbian, Gay, Bisexual, Transgender and Queer culture across the North East.

You’ll consider the interconnectivity of diversity in relation to your own practice. How can your organisation authentically engage diverse audiences? How can you build trust, form invitations and make connections with marginalised communities? Reflect on your current commitment to sustaining diverse audience development. Explore how this can be realised through new approaches.

What will I gain?

— Examples of inclusive practice and engaging communities to gain a deeper understanding of intersectionality

— Insight into the current reach of your organisation

— An understanding of perceptions and the impact of tokenistic engagement within marginalised communities.

Who is it for?

This session is for people working at a strategic level thinking about how to position inclusion within their organisation and its offer. You will want to influence change and advocate inclusive practices.

View more information on AMA conference 2019 and book your place.


Phil Douglas | Director | Curious Arts

Phil Douglas has worked in the Arts & Culture sector across the North East for over 10 years. During this time, he has worked at Middlesbrough and Gateshead Councils in Arts, Events & Festivals Development roles.

Phil has also maintained a freelance portfolio focused around Arts Development, Diversity, Marketing and Participation working with organisations including: Theatre Royal Newcastle, Theatre Hullabaloo, Dance City and Hartlepool Borough Council. He has also worked in the private sector managing an LGBTQ magazine, social events and a bar & nightclub complex for a number of years .

After founding Curious Festival in 2016 and establishing Curious Arts in 2017, Curious now delivers a flagship annual festival, year round projects and programming partnerships with key regional partners ARC Stockton and Northern Stage.  Phil’s freelance producing work spans Dance, Outdoor Arts and Queer Arts sectors. 

Image courtesy of Phil Douglas. Taken: Thursday 22nd January 2015 Night charity portrait shoot in Central Middlesbrough. © Dave Charnley Photography Ltd All Rights Reserved 2015 


Reaching Rural Communities

Co-production / Digital / Young People

What is it about?

Discover how Peak’s Illumine digital project has rewired its relationships with artists, communities and young people in the Brecon Beacons. Delve into models of co-production and what it means to offer authentic creative direction with ‘young peers’. Learn about how Illumine challenged perceptions of contemporary rural culture for young people and how the project refined Peak’s approach to digital.

What will I gain?

— Insight into how to engage with rurally based young people, especially those facing disadvantage

— Knowledge of ‘co-production’ models with artists and young people

— Tips from Peak’s experience of giving young people a meaningful voice in governance and artistic programming

Who is it for?

This session is for anyone considering co-production with young people, particularly those in rural locations or those wanting to engage people from rural locations.

View more information on AMA conference 2019 and book your place.


Justine Wheatley | Chief Executive | Peak

Justine is Chief Executive of Peak, an arts organisation that works creatively with professional artists and rural communities, responding to its Black Mountains environment. She is responsible for leading, developing and managing Peak, and spearheaded its successful application to join the Arts Council of Wales portfolio of investment clients in 2016.

Justine is a Cultural Historian, with an MA Celto-Roman Studies and a BA History. An arts management professional and qualified chartered accountant formerly with Deloitte UK, she has worked in the arts for nearly 20 years, and previously worked in both the commercial and voluntary sector.

Rachel Dunlop | Participation Manager | Peak

Rachel joined the Peak staff team in March 2017, and is responsible for Peak’s participatory activity, including our Children and Young people’s programme both at our venue and in the community. Her role is part-funded by the Henry Smith Charity to enable those living with disadvantage to take part across Peak’s artistic programme.

Rachel has a first class BA and MA in Fine Art specialising in Painting from the University of Wales, Aberystwyth and has managed various visual arts and community projects throughout Mid-Wales. Rachel is the current Mid Wales Area rep. for Engage and one of four lead invigilators for Wales in Venice/Cymru yn Fenis at the Venice Biennale in 2019.

Rewire your Marketing — creating consistent messaging

Social Media / Digital Marketing / Advertising

What is it about?

You want to create great content across a range of platforms, which means you need to take a joined up approach. In this session you’ll get to grips with the value of social media and engagement. Discover how to do digital marketing on a shoestring budget and at scale. Learn about social and advertising tools and keeping an authentic voice.

What will I gain?

— An understanding of the value of social media and paid advertising — and what they can do for you

— Tips and approaches for working with what you’ve got – being authentic not perfect

— Demystification of the ‘always on’ approach

Who is it for?

People who communicate with audiences using digital and social platforms and want to know how to take their work forward.

View more information on AMA conference 2019 and book your place.


Ali Forbes | Head of Marketing | Royal Academy of Arts

Ali Forbes is Head of Marketing at the Royal Academy of Arts. Her role is to oversee the work of the Marking team, who are responsible for engaging with audiences, driving awareness, attendance and ticket sales across the range of activities the RA offers. Her career has mainly been in the performing arts, it started in the Edinburgh Festival, then to the Traverse Theatre and on to the National Theatre. Having been at the NT for nearly 6 years, first as Marketing Manager before becoming Head of Marketing Campaigns, Ali was responsible for the work of the campaigns team, CRM, social and content. As the landscape of arts marketing changes, Ali takes a holistic approach to audience engagement across all channels.

Louise Cohen | Head of Digital Content and Channels | Royal Academy of Arts

Louise Cohen is Head of Digital Content and Channels at the Royal Academy of Arts. Having started her career at The Times, she spent nine years in arts journalism before moving into the museum sector. After joining the RA as Social Media and Digital Content Manager in 2014, her content strategy won an international award in 2016. She now oversees the team managing digital content across the Royal Academy’s website and social media channels.


The Big Marketing Challenge

Probelm Solving / Collaboration / Ideation

What is it about?

Enjoy the competition of the Big Marketing Challenge. Come ready to jump in, embrace playful ideation and explore different challenges.

You’ll be put in a team and given a marketing challenge to solve creatively. Your team will be judged on the creativity of your final idea and the journey you take to get there.

The winning team will be announced during the final keynote of the day.

What will I gain?

— Ideas for future campaigns and problem solving

— An opportunity to collaborate with a variety of peers

— Insights into your own working style and how to utilise playful and creative ideation

Who is it for?

This competition is open to anyone at the conference, but the challenge will be most appropriate for delegates at officer and manager levels.

View more information on AMA conference 2019 and book your place.


Jo Taylor | Director | Morris Hargreaves McIntyre

Jo is Director at Morris Hargreaves McIntyre. Working with cross-disciplinary teams she helps organisations develop audiences through a vision-led, audience-focused approach.

Jo has a track record of inventive, practice, engaging visitors and encouraging risk-taking through engagement with artists and programmers. She balances clear strategic thinking with first hand practical experience of the issues facing arts managers in daily life. She provides pragmatic support and confidence to organisations seeking to exploit the benefits of an audience-centric, insight-led approach.

Recent clients include the Barbican Centre, Shakespeare’s Globe, Royal Albert Hall, the National Theatre, Almeida Theatre, Liverpool Everyman & Playhouse, Bristol Old Vic, The Place, Historic Royal Palaces, Royal Botanic Gardens at Kew, The British Council and 92nd Street Y and Symphony Space (New York).

Jo brings 18 years’ applied experience in posts across a range of venues, producing, touring companies and arts festivals, most recently as Head of Marketing at Wales Millennium Centre. While at Welsh National Opera she won awards for Innovation and Creativity from the Institute of Direct Marketing.



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