Slides to accompany Chris Unitt's talk at the Arts Marketing Association Conference 2019. Bringing your audience data together and creating the fabled ‘single customer view’ might feel like an impossible task. CRM, web analytics, social media and maybe even spreadsheets hold valuable information. So what’s the best way to bring this all together? This session was about the challenges and opportunities when faced with data like this.

1. CONNECTING
AUDIENCE DATA
Supported by

2. Hello.
My name is Chris Unitt from
One Further and I’m here to
talk about data.
@chrisunitt

3. Be Pepper’s boss

4. Data, and
where to find it

5. Audiences
Staff
Partners
Funders
Finances
Performances
Collections
Buildings

6. Ticketing system Surveys
Website analytics Various random spreadsheets
Facebook Google Ads
Twitter Facebook Ads
DNA swabs from interval drinks Programmatic marketing
YouTube Online shop orders
Ticket scanning Fundraising software
Wifi login systems Dystopian face-tracking tech
CRM Membership systems
Email platform Competition submissions
Segmentation modeling Your head

7. Data
People

8. Data
People
Systems &
tools

9. Systems &
tools
Data
People

10. Data
People
Systems &
tools

11. The big
opportunities

12. Less time spent on tedious stuff
More time spent on creative work
Better perception of your organisation
Better perception of you

14. “the Oxford Playhouse theatre
is now logged in my mind as
one of the savviest marketing
organisations around”

15. Data challenges

16. Too much of it
Of questionable quality
In different places
That don’t talk to each other

17. G D P R

18. Connecting data
to people

19. Data
People

20. Google
Analytics
custom
alerts

21. Google
Analytics
dashboard

22. Google
Data
Studio

25. Data warehouse

26. Connecting data
to systems & tools

27. Systems &
tools
Data
People

28. Input Coordination Output
What Data Decision Execution
By Person Person Person
When Regularly

29. Input Coordination Output
What Data Decision Execution
By Trigger Rule Action
When Always

36. APIs

37. Ticketing system CMS
CRM Email
Ticket scanning CRM
Website visit Digital ads

38. bit.ly/EmailAutomationTicketsolve

40. crowdEngage

42. Customer Data
Platforms

44. Automation
built in

45. Data
Systems &
tools

46. Email

47. Trello

48. Google
Ads rules

49. Facebook
Ads
automated
rules

50. Automator

51. Getting started

52. 1. Create a notifications hub

53. 2. Use your existing tools
Email
Digital ads
CRM
Ticketing
Project management

54. Make use of your tools
Identify repetitive tasks
3. Identify repetitive tasks

55. @chrisunitt
Slides and notes:
onefurther.com/ama2019
Thank you!