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Becoming Data-Led

Data-led / Comms and Digital strategy

What is it about?

Ever wondered how to put data at the heart of your audience strategy? Discover how the Royal Opera House has done just that with a restructured team and a rejigged budget.

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.

This will expand on the session held by Lucy Sinclair from the AMA’s Digital Marketing Day 2018.

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 has restructured their marketing team to be more audience focused

— Advice on how to be more data-led

Who is it for?

This session is for senior managers and leaders of cultural organisations.

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


Kieran Chapman | Head of Marketing | Royal Opera House

Senior marketing leader with extensive in-house, entrepreneurial and consultancy experience across the UK and internationally.

I am a customer focused marketer with a commercial mindset who is always chasing results. Forever curious, I am driven by the desire to learn and the challenge of implementation.

My passions include data driven strategy, integrated marketing campaign design and engineering creative solutions to complex problems. I find great fulfillment in fostering these traits in others and take an active role in coaching my teams.

An experienced communicator, I can translate raw data into actionable insight. I am unafraid to question the status quo and have a proven track record of driving positive change