Video Series: Only you can prevent ugly data

Video Series: Only you can prevent ugly data

 
 Photo by Jean-Pierre Dalbéra via flickr (CC BY 2.0)
Is your data ugly? 

Your arts organization may have terrific branding, a high converting website, a top-of the-line CRM system, and beautiful photos of your productions or exhibitions. Unfortunately, if the data you have on your patrons is dirty, incomplete, or poorly segmented, building patron relationships and loyalty is much harder. 

That’s why data stewardship, the ongoing process of maintaining data for action, is so important. 

So how is your organization stewarding its data? TRG has created 3 videos on the best practices on cleaning, segmenting, and using data to create relevant messages for patrons. 

Fans of TRG’s Facebook page early access to video series like this one and other helpful content for arts professionals. Like the page here>>

 

Video 1: Capture it. Clean it. 

Is your data ugly? Your arts organization may have terrific branding, a high converting website, a top-of the-line CRM system, and beautiful photos of your productions or exhibitions. Unfortunately, if the data you have on your patrons is dirty, incomplete, or poorly segmented, building patron relationships and loyalty is much harder. That’s why data stewardship, the ongoing process of maintaining data for action, is so important. In this video, Kevin Replinger of TRG Arts explains the beginning steps of data stewardship: capturing data and keeping it clean. 
 
 

Video 2: Organize it. Segment it.

How does a well-planned and consistent segmentation strategy make your job easier? It will help your organization effectively market to patrons, targeting certain segments for certain offers, and help you understand your patrons’ behavior. In this video, Claudia van Poperingen of TRG Arts explains how to organize and segment your data so it’s strategically divided into easiest-to-use groups. 
 

Video 3: Optimize It. Use it. 

Once you know what your needs are, you’ll want to be to calibrate the size of your segments for a given campaign. In this case, size does matter. In the last video in our Ugly Data Series, Amelia Northrup-Simpson, Director of Strategic Communication, will show you how to use your patron data after it is cleaned and organized.


Posted May 22, 2017




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