Skip to main content
Logo of the website, go to the homepage
Maze seen from above. Through the maze walks someone with a bright yellow coat.

Data-driven working

Data-driven working provides a framework to determine who your existing target audience is, how you can better serve this group, and where new target audiences can be found to connect with. Read here what data-driven working is, why it is important, and what the benefits are. Share the insights from audience data with your team and put the audience at the center of your organization!

Home

What is data-driven working?

Instead of relying on gut feeling, act based on facts and insights. Sounds good? Great, because that is data-driven working. And with that, you know how to place the audience even more at the center. Data-driven working means collecting and analyzing data about your (online) visitors. Based on data, you make strategic choices or adjust your approach. Through data-driven methods, you can better serve existing audiences and reach new ones.

Start with data-driven working

Benefits of data-driven working

Why data-driven working? You use data from the past to create a strategy for the future. Data provides insights and enables you to make and justify choices. Below you will find the three benefits of data-driven working with content that helps you take the next step. Namely, gaining insight into your audience, tailored communication to your target group, and efficient use of resources.

1. Insight into your audience

Data-driven working involves analyzing demographic characteristics, visitor behavior, and feedback. Through visitor and user data, you discover how to better engage your existing audience and how to reach new audiences.
Pexels ron lach 9783356

Audience Data

De afbeelding toont vanuit vogelperspectief hoe mensen door een doolhof bewegen.

5 insights for determining your online target audience

  • Data-driven working
  • Article
Een weg met pijlen van bovenaf gezien. In het midden ligt een persoon. Doordat het van bovenaf is gefotografeerd geeft het een abstract effect.

What does your audience think? 5 methods for audience research

  • Data-driven working
  • Article
Doorkijkje tussen twee hoge gebouwen met oranje en glas. Perspectief is vanaf de grond omhoog kijkend.

Get started with audience data!

  • Data-driven working
  • Article

2. Tailored communication

If you know who your audience is (or isn't), you can also investigate how to reach them. You can tailor your offerings to those target groups and use tools to address them at the right time and place.
Cultuurpubliek Cottonbro studio via Pexels

More audience? This is how Cinekid and EenVandaag make it happen

  • Audience of the Future
  • Practical example
Simon lee fy ZOY0 Hi F9 A unsplash

All processes through one system at Holland Festival

  • Innovative Work
  • Practical example
Theater De Schalm

Theater De Schalm: "Not working with data is no longer an option"

  • Data-driven working
  • Interview
Pexels cottonbro studio 6724089

Digital storytelling: What is it and how do you do it?

  • Audience of the Future
  • Article

3. Efficient use of resources

Data-driven working helps to determine the course. Audience data teaches you what your target group desires, what works, and what doesn't. Based on data, you decide how to allocate people and resources to achieve your goals. Check out the DEN Focus Model for an integrated approach and discover the value of a digital strategy.
Abstract digitaal kunstwerk. Lijkt op koraal in de kleuren paars, geel en oranje.

DEN Focus Model: starting point for integrated thinking

  • Digital Transformation
  • Tool
Een jong persoon zit in een tent van lakens. Op de lakens lijkt een digitaal beeld van diezelfde persoon geprojecteerd.

The importance of a digital strategy

  • Digital Transformation
  • Article

Data, privacy, and ethics

Data-driven working offers many opportunities but also requires an ethical approach. If you collect data, you also have to deal with the GDPR (General Data Protection Regulation). DEN investigated how this works and how cultural organizations can responsibly work with audience data. Read here about the ethical aspects of using data.
Door double exposure onherkenbaar persoon, het lijkt een soort schim.

Working GDPR-compliantly: what does it involve?

  • Data-driven working
  • Article
Pexels cottonbro studio 9142814

How to use data in an ethical way?

  • Data-driven working
  • Article

These DEN experts can help you further

2 Pink H7 A5480

Andrea Langendoen

Project leader and advisor