The Arts Marketing Association, based in the UK, convenes leading marketing and fundraising specialists each summer for an exchange of ideas and best practices. As part of this year’s conference, Alan Brown will present on emerging practices in measuring audience engagement. In recent years, arts organizations have grown more comfortable, and more proficient, in gathering feedback from audiences. With the increased availability of audience data have come serious questions about the role of audience data in an artistic enterprise, and the opportunities and challenges of incorporating audience metrics into an arts organization’s accountability framework. This session will delve deeply into the theory and methods of audience impact assessment, including a summary of key ideas from WolfBrown’s literature review on the individual impacts of arts and cultural experiences for Arts Council England (to be released in July 2014). Participants will contribute examples of successful audience measurement efforts, and consider emerging methods and tools.
Measuring Audience Engagement – Emerging Theory and Methods
... Measuring Audience Engagement – Emerging Theory and Methods" />