In my last research update, I illustrated some of the most important opportunities and benefits associated with the creation of online audiences. But as arts managers consider how to create these online audiences, they should also be aware of a variety of challenges and potential risks associated with doing so. Here are a few:
Once arts organizations have identified data sets available to them internally (e.g., ticket sales, website analytics), it is important to recognize that these channels do not operate alone. How can marketers in arts organizations look at these multiple data sources, including new media channels, to conduct a more meaningful analysis? As a starting point, they can identify connections between their internal data sources and articulate goals for each relationship.
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