Programs
Audience Analytics
Audience Analytics
Audience Analytics (formerly known as the List Co-Op) is a strategic audience development tool that helps arts and cultural organizations understand their current audiences to help deepen those relationships, while providing insight and access to potential new audiences. This tool is based on a community database of arts and cultural consumers compiled from participating organizations.
Through our partnership with TRG Arts, participating organizations are able to use the eMerge system to conduct research and analysis on their patron lists to better understand their audiences and larger trends in cultural participation. Audience Analytics also provides participating organizations with a streamlined way to trade patron lists with other cultural groups in the region to develop new audiences and keeps the data up to date and in compliance with postal standards for non-profit mailings. The Cultural Alliance occasionally conducts research on aggregated anonymous data from the database to report on attendance trends and to provide insight for our advocacy efforts.
Key Benefits of Audience Analytics:
Understand your audience and stakeholders
Audience Analytics lets you analyze your own lists to find out more about your audiences including demographic information, buying habits, as well their attendance at other arts and cultural organizations. It can also help you to analyze the crossover between your audiences and your donors. TRG appends demographic information to approximately 70% of the data supplied at no additional charge, which allows participating organizations to pull free demographic reports.
Improve marketing effectiveness
By better understanding where audiences are coming from and what activities they enjoy, organizations can tailor their message and target their outreach to not only engage new patrons, but get current patrons to return more often.
Trade mailing lists with other arts & cultural organizations
Audience Analytics gives you access to over 2.2 million culturally active households and simplifies the direct mail list trading process with other organizations to help you reach potential new audiences. Each organization maintains 100% control of their data through a permission-based request process.
Keep your data up-to-date with NCOA
The data in the database is run through the US Post Offices’ National Change of Address (NCOA) on a quarterly basis to ensure that you have the most current mailing address information. This reduces the number of returned pieces you receive from a mailing and keeps you compliant with new regulations regarding standard bulk mail.
NEW - Participation open to non-members!
Cultural Alliance Member organizations and non-members, including for-profit organizations are welcome to participate in Audience Analytics. There is preferred pricing for Cultural Alliance member organizations. To learn how to become a member of the Cultural Alliance, visit philaculture.org/member/join. Nonmembers interested in participating in Audience Analytics must be have the majority of their programming dedicated to arts and cultural activities.
NEW – Two Participation Options to Choose from!
We’ve recently made some changes to this program. With over 160 cultural groups participating in this program, each with their own marketing needs and interests; we’ve created two participation options for groups to choose from; Standard Account and an Advanced Account.
Advanced Account: this option has all the same benefits of the standard account but also provides participants with unlimited access to the Data Upload Wizard, access to new reports including response reports, and a tailored workshop on direct marketing best practices with TRG Arts. This option has a fee based on your organizational budget. Click here to learn more about the Advanced Account.
Standard Account: this option is very similar to the current way of participation, it provides participants with access to the eMerge system and its reports including the free demographic report, streamlined and permission based trading with other groups, training sessions and the chance to upload/refresh your data twice a year. This option is free for Cultural Alliance member organizations and has a fee for non-members.
Click to Register for Audience Analytics!
For questions about this program, please contact Kendra Lawton, Director of Programs & Planning at the Greater Philadelphia Cultural Alliance at kendral@philaculture.org or (215) 399-3520.