Start with a data-driven approach
Do you annually review how many people visited your show, exhibition or concert? Do you compare these figures with those of the previous years and do you use this information in your decision-making process? If you can answer yes to these questions, you are already using a data-driven approach as you are making decisions based on what these data tell you. However, there is still a lot more you can do. Discover how a data-driven approach can help your organisation with digital transformation.
A data-driven approach is an important part of your digital transformation process as it puts your audience first. It ensures you have a result-driven organisation that has the necessary tools to make strategic decisions based on objective insights.
The importance of a data-driven approach
A data-driven approach allows you to make decisions based on insights provided by data, rather than on assumptions or a gut feeling. You can see the impact of the measures you have taken as part of the digital transformation and use these insights to make further choices. This way of working connects the various departments through a shared focus.
Describing the challenges faced by your organisation
Ask yourself: what will be important for our organisation in the near future? Are we looking for a new target group? Do we want to reach more online visitors? Are we looking for ways to reduce costs? Or has your organisation embarked on a digital transformation process and do you want to measure your progress?
Have you only just started with a data-driven approach? We suggest you start with one topic.
You can sharpen your focus if you know what topic is important within your organisation. Are you still at the start of building a data-driven culture in your organisation? If so, don’t be too ambitious to start with. Start with one topic, e.g. ‘connecting with new target groups’. Use the cultural segmentation model or another segmentation model to select a target group you want your organisation to connect with within the next 6 months.
Do you want to connect with new target groups? Discover who they are! Read our articles about the audience of the future.
A baseline measurement helps you achieve your objectives
Look for data sources that provide you with relevant information. You often have more data at your fingertips than you think. Your website or ticketing data will provide you with quite a lot of information, for example. To reach new audience groups, have a look at existing segmentation models such as the Cultural Segmentation Model, or read the DEN dossier, Audience of the Future.
Use the insights from your baseline measurement to set your objectives. If the data from your baseline measurements show that your intended target group currently represents 1% of your visitors, you can decide that this should be 5% by the end of the season. Formulate clear goals so that it is easy to determine whether you have achieved your objectives.
Take action! Decide what action you want to take and make it Smart (Specific, Measurable, Achievable, Relevant and Time-bound). This makes it easier to evaluate it afterwards, using the data.
What can you do to achieve your objective?
Every action you take has an impact on the data. You don’t have to achieve your objective with one initiative only. It is by taking various smaller initiatives that you can test the different methods. For example, you could start by collaborating with another party who may have a good relationship with your intended target group. You can then measure before and after starting this collaboration how many new visitors you acquired by taking this particular initiativ
Evaluation equals adjustment
Did you see an increase in the number of (repeat) visit after your initiative? That’s great! Your actions have paid off! Sometimes you may not see the results you are after. In that case, check if the data can provide you with any clues as to why this particular initiative was not successful. Do people lose interest at the same point during the ordering process? Perhaps they find the information on that particular page confusing. Do very few people actually get to see the programme page in the first place? In that case, you may have approached the wrong target group. Use this type of information to start a new initiative, make this one Smart as well and again, evaluate the results.
A data-driven approach gives you insight into your process. When you use data to find out what is successful and what is less successful when it comes to achieving your goals, you can take appropriate action. Be open to areas of improvement because a data-driven approach also means a continuous process of adjustment and optimisation. After all, the ultimate goal is to continue to reach and retain your audience.
