What is it about?
Online experience/ User journeys/ Audience engagement
Using Festivals Scotland as a case study, James McVeigh will explore how APIs can offer huge data opportunities to your organisation. James will discuss the challenge faced by Festivals Edinburgh, how they discovered a solution through the development of an API and the process of developing that bespoke API. He will also explore how the API offered greater opportunities than previously foreseen and the interesting lessons learned from the experience.
What will I gain?
— An understanding of user journeys and conversions
— Advice for getting users to take the next step towards your website goals
— Insight into best practice for optimising conversion rates
Who is it for?
Digital marketers and data handlers
James McVeigh| Head of Innovation and Marketing
Born and raised in Ireland, James travelled to his first festival at the age of four with his family of nine in an old Morris Minor, leaving him with a love of festivals and a dislike of car travel. He joined Festivals Edinburgh as their first Head of Innovation and Marketing following senior management roles with a number of organisations including Salisbury International Festival, the Royal Liverpool Philharmonic Society and Arts Council England where he had lead responsibility for regional funding programmes of £25m. His interest in festivals as a key element of the cultural infrastructure has led him to develop various festival policy contexts and international festival partnerships including the European Festival Research Programme.
In his current role with Festivals Edinburgh, a uniquely collaborative organisation, he works to sustain and develop the position of Edinburgh as the world’s leading festival city—which now sees the Festivals host each year, over 25,000 world class artists, more than 1000 accredited media and audiences of 4.5m while generating £313 million for the Scottish economy. James is also a Trustee of the Edinburgh UNESCO City of Literature Trust and sits on the board of New Media Scotland.