1. Applying Data in
Your Communications
Decision-Making
David Dombrosky, InstantEncore
Amelia Northrup, TRG Arts

2. Google Analytics
Which pieces of data will be useful for
you? Why?
How will you use this data to inform
decisions related to your work?

3. When should we post
things?

15. Determining Relevance
(For You – To Them)
CONTENT USABILITY TRAFFIC

16. Beyond Google Analytics:
ticketing, social media, and email stats

17. Ticketing & Admissions Data

18. Key Numbers from Ticketing Data
data
capture
rate
new vs.
renew
reactivation
& loyalty

19. Data Capture Rate

20. Data Capture Rate
1000 new patrons
Subscription/membership campaign
with a 5% success rate=
50 new members/subscribers @ $200 each
$10,000
Each name is worth $10

21. New vs. renew

22. Reactivation (Churn)
4 out of 5 new patrons
leave…
and never come back.

23. Patron Loyalty
The process of finding new
buyers that are converted
into frequent buyers,
subscriber/members, donors Advocates
and, ultimately, lifelong patrons.
Buyers
Tryers

24. Email Data
• Open Rate
• Click-thru
Rate
• A-B Testing
• Keeping the
Data Clean
• Bounces
• Opt-outs

25. How Do You Decide Where to
Spend Your Time & Energy?
Founded Founded Founded Founded Founded Founded Founded
in 2004. in 2003. in 2006. in 2007. in 2004. in 2010. in 2005.
845 33.1 100 44.3 51 million 25 million 800
million million million million members; monthly million
monthly monthly monthly blogs. 80 million active monthly
active active active visitors. users. active
users. users. users. users.

26. Facebook Insights

30. Twitalyzer (twitalyzer.com) recommended that:
If @CompanyX is interested in having a more measurable impact in Twitter we recommend
the following:
● It is moderately important that you find more followers
● It is moderately important that you find a few more people to follow yourself
● It is moderately important that you engage others in conversation more frequently
● It is very important that you write more frequently
In the last 30 days the "average" Twitter user we track who has 25% more impact in Twitter
than @CompanyX:
● Has 58.1% more followers than you
● Is following 87.3% more people than you are
● Has published an average of 94.1% more updates than you have recently
● Was retweeted 90% more times than you
● Has retweeted other people 87.3% more times than you
● Was referenced in Twitter 75% more times than you
● Has been directly referencing 96.7% more more people in Twitter than you
In terms of our core measures of success at Twitalyzer, this "average" Twitter user:
● Creates 33.3% more measurable impact than you
● Is 99.9% more engaged with their followers than you are
● Is 99.7% more generous than you
● Has 95.8% more personal velocity than you

31. Questions to Answer
Before Digging Into Data
• How much time per week or month am I
able/willing to devote to researching our
followers/fans/patrons and the analysis of our
data?
• What am I interested in knowing about my
web/social media presence? Examples include:
o Who are my fans/visitors? (Are they donors, members,
subscribers, employees, artists, etc?)
o How much of an impact am I having? (Am I reaching key
influencers? How far are my posts being shared?)
o How much of a return I am seeing on my investment of
time or money?

32. Questions to Answer
Before Digging Into Data
• How much money (if any) am I or my department
willing to spend on analytics tools and what do we
expect for that money?
• How much buy-in will I get from senior
management/the board? Will data provided by
these analytics aid my case in advocating for future
online campaigns?
• Who will be maintaining a regular schedule for
analyzing the data? Me? An intern? Someone else?

33. Questions?

35. Going Mobile:
Engaging Audiences via
Mobile Devices
David Dombrosky, InstantEncore
Amelia Northrup, TRG Arts

36. Mobile

43. IMPLEMENTATION
David

44. Mobile Websites and Mobile Apps
• Mobile is not going away and
will only increase in
importance.
• Websites needed for access
• Apps capitalize upon
smartphone users’ behavior
• Mobile app providers – Cloudtix,
InstantEncore, Mobile Roadie,
Toura, Toursphere, GuideByCell
• Custom mobile site and app
developers

45. Tips for Making Your Website
Mobile Friendly
• Keep the layout simple and easy to navigate
• Keep images to a minimum
• Use .png or .gif images – faster to load
• Test your site on a number of mobile devices
• Optimization plug-ins for current content
management systems
• Create a separate mobile site
o For example: m.technologyinthearts.org instead of
www.technologyinthearts.org
o Consider using services like MoFuse
• Redirect mobile users to your mobile site
site

46. The
Warhol
Museum

47. Detroit
Symphony
Orchestra

48. LA Phil’s Bravo Gustavo

49. The Mattress Factory

50. LACMA’s
Art Swipe

52. The Show Must Go On App: Royal Opera House

53. QR Codes
• QR = “quick
response”
• Bar codes can be
linked to content
• QR Code readers
are free
• Generators are
also free

54. In 2011, marketing research firm Lab42 surveyed 500
Americans over the age of 13 to discover where
people saw QR codes, how they were using them, and
why they were scanning (or not)

56. Cleveland Museum

60. Location-Based Social Networks
• FourSquare
• Ask visitors to “check-
in”
• 10 million users
• 3 million check-ins per
day

61. Things to Think About
• What do your patrons or constituents want from
their mobile experience with your organization?
• What types of content do you already have to
use?
• What budget level do you have to devote to
mobile engagement?
• Can you leverage other resources or relationships?

62. Technology Planning
for Really Smart
People
(Who Just Don’t Have Time to Plan)
David Dombrosky, InstantEncore
Amelia Northrup, TRG Arts

63. A technology plan is a framework
for selecting the appropriate
technology tools to achieve
strategic objectives efficiently and
effectively.

64. A technology plan is a framework
for selecting the appropriate
technology tools to achieve
strategic objectives efficiently and
effectively.

65. Components of a
Technology Plan
• Business Analysis • Facilities Plan
• Hardware/Software • Acceptable Use Policies
Inventories • Budget
• Network Services & • Timeline
Inventory
• Appendices
• Support Plan

66. PLAN IMPLEMENT
ACT STUDY

67. • Select the issues and
processes that will be
addressed
• Describe improvement
opportunities
• Describe the current
processes surrounding the
improvement opportunities
• Determine possible causes
of problems in the current
processes
• Develop solutions and
creating effective and
workable action plans
• Determine targets for
improvement and
measures for success

68. • Put into action process
changes described in the
plan
• Implement the plan in its
entirety or take a phased
approach
• Monitor and track the
measures for success

69. • Evaluate the measures
for success that you
monitored and tracked
during the
implementation phase
• Take this time to adjust
the success measures, if
necessary.
• Sometimes we set
lofty goals in the
planning phase
• Give yourself
permission to course-
correct

70. • Assess your results
• Recommend changes
• If changes are
required, make them
• If not, make sure all of
the procedures are
standardized and well
documented
• Celebrate successes and
communicate them to
stakeholders

71. Identifying and Evaluating
Technology Tools

72. Measure
Twice, Cut
Once

73. EXAMPLE:
"When someone wants to order tickets from
the Web site, they send us an email with their
name, contact info, number of tickets and
date of performance. We then call them
back to get their credit card information,
print their tickets and mail them out. Then we
go into an Excel sheet and mark those seats
as sold for that particular performance."

74. Give Your Criteria Weight

75. Criteria Weight Choice 1 Choice 2 Choice 3 Choice 4 Choice 5
Criteria 1 W1 A1 B1 C1 D1 E1
Criteria 2 W2 A2 B2 C2 D2 E2
Criteria 3 W3 A3 B3 C3 D3 E3
Criteria 4 W4 A4 B4 C4 D4 E4
Score A5 B5 C5 D5 E5

76. Research

77. Word of Mouth

78. Tech Blogs
• Technology in the • Zen and the Art of
Arts Nonprofit Technology
• TechSoup • Gizmodo
• AppScout • Engadget
• TechCrunch • Lifehacker
• Wired • ReadWriteWeb
• NTEN • Idealware

79. Pick a Winner

80. What does it cost?
• NEVER accept the first quote without reviewing
others
• Research, research, research
• Off-the-shelf software and hardware costs are
easy to estimate
• Development costs are more difficult
• Consult a technology expert
• Granularity ensures accuracy

81. Origin of a Tech Plan?
You are the marketing director of a mid-sized
organization. A Board member approaches you at a
board meeting and pulls out his iPhone and shows you
the Random Arts Organization’s app. He asks why
your organization doesn’t have an app.
How do you respond to him?
What, if anything, do you do afterwards?

82. Research
It has become clear that your ticketing system isn’t
working for you. The reporting features aren’t helping
you properly segment your mailing campaigns, and
you are having to do many functions manually that
you have heard may be automated in other ticketing
systems.
How do you research a new ticketing system?

83. The Inheritance
You are the new marketing director in a department
of one. You have inherited a Facebook page, a
Twitter account, a YouTube channel and presences
on multiple event listing sites.
How do you determine which communication tools to
keep using?

84. Mobile scenario, part 1
Your Google Analytics data has shown a steady rise in
traffic from mobile sources in the last six months. Your
current site is not optimized for mobile—your
marketing associate has shown you how she has to
“pinch and pull” on her Android phone to navigate to
the areas of the site she wants to go to. You haven’t
received any complaints.
How do you proceed?

85. Mobile scenario, part 2
Your executive director tells you that she wants the
organization to have a comprehensive mobile
presence – at least a mobile website, iPhone app and
Android app. She saddles you with the responsibility
for making it happen. The development department
has been able to secure $10,000 for the initiative.
How would you proceed?

86. Mobile scenario, part 3
Your organization has recently launched a mobile
app.
How do you encourage your patrons to use it?