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30th April 2019 Jemma Green

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 Lucy’s session 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.


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

With a degree in Music, Lucy’s career has covered digital, marketing and communications across a wide range of organisations, including 15 years at the BBC where she worked with the team who created and launched the BBC iPlayer brand in 2007 and played a key role in developing the BBC’s digital audience strategy as the 2012 Olympics media partner. Earlier in her time at the BBC she also worked for the BBC Proms, Radio 3 and BBC television. Prior to joining the Royal Opera House, Lucy worked for Johnston Press, one of the UK’s largest publishing companies, owning more than half of all regional newspapers, where she worked on the transfer from print to digital news overseeing all their relationships with customers across multi distribution channels.

As Director of Audiences and Media at the ROH, Lucy leads the development and delivery of a fully integrated audiences and media strategy across the Film, Distribution, Content, Digital Products, Marketing Communications and Analytics teams. Over the last 18 months she has restructured the teams and introduced a new data-driven audience strategy that has already resulted in £2m incremental box office revenue growth in 17/18 whilst substantially reducing costs.