Tessitura’s Innovator Series is an ongoing program of brief and inspiring presentations by industry innovators, each focused on a single theme to advance insight and innovation in the business of arts and culture. Presented periodically at no cost to a live webinar audience of Tessitura Network Members and others engaged in or studying the arts and cultural sector, Innovator Series presentations are subsequently released through the Tessitura Network YouTube™ channel to expand and extend the accessibility of these powerfully innovative ideas globally.
Becky Loftus, Head of Audience Insight
Royal Shakespeare Company
Unlocking Insight with Customer Surveys
With all the hype around “Big Data” as the key to understanding customers, it might be easy to fall into the trap of thinking that a few good database queries are all you need to answer important questions for your organization. Data analysis does provide incredibly useful information, but it’s only one of the tools the Royal Shakespeare Company uses to understand customer experience and the impact of their programming. Becky will talk about the critical role of customer surveys in unlocking insight and illustrate with examples the unique value of this method of discovery.
Anne Trites, Professor (adjunct) of Theater Management & Director of Marketing and Communications
Yale Repertory Theatre
Research! Analyze! Question Everything!
Our world is changing quickly--what worked once may not work again. In a world where efficiency and effectiveness is paramount, we need to be confident about the success of our marketing strategies. Basing decisions on assumptions can cost us money. Anne will talk about some of the marketing assumptions that have been debunked at Yale Repertory Theatre. It’s hard to find time to conduct research and analysis, but her experience at Yale Rep has proven that we can’t afford not to make time to question everything.
Melissa Cronin, Director of Special Initiatives
92nd Street Y
Viral Philanthropy: #GivingTuesday and the Creation of a Social Media Movement
Created by the 92nd Street Y in 2012, #GivingTuesday is an annual day of giving following Black Friday and Cyber Monday that has created a new conversation about philanthropy across the digital landscape as well as among non-profits, the private sector, and local communities. Melissa will discuss the inspiration for this innovative concept, the multi-sector collaboration that has made it an evolving success, the data behind the buzz, the crucial role played by social media, and how to create and maximize a #GivingTuesday campaign for your organization.
Presenter Bios and Links to More Information
Becky is the Head of Audience Insight at the Royal Shakespeare Company in Stratford-upon-Avon. This means she takes a lead on researching audiences and visitors as well as all things CRM and database analytics. Becky has only worked in the arts for the past three years but brings with her experience from the commercial market research sector having worked with companies such as Coca-Cola, Johnson & Johnson and Danone as well as spending 10 years working as a consumer insight specialist at Jaguar Land Rover. The main challenge in being a data person is communicating in a way people can understand, especially in an artistic environment, and Becky is passionate about using her creativity to bring data to life and tell stories rather than just delivering numbers.
Royal Shakespeare Company website
Anne is Professor (adjunct) of Theater Management and Director of Marketing and Communications for Yale Repertory Theatre. Before joining Yale in 2002, Anne worked in Canada as Director of Development and Communications for Canadian Stage Company, Director of Marketing and Development for Confederation Centre of the Arts, as well as Marketing and Development Director, and later Administrative Director, for The Grand Theatre. She was Marketing Director at Ontario’s Shaw Festival and held the same role earlier at The Vancouver Playhouse on the west coast. Her consulting experience includes work in the corporate and social services sector as well as the arts.
Yale Repertory Theatre website
As Director of Special Initiatives, Melissa helps to develop and scale innovative programming across all of 92Y’s multi-disciplinary areas. One such initiative is #GivingTuesday, a national day of giving on the heels of Black Friday and Cyber Monday. In its second year, the #GivingTuesday movement united more than 10,000 corporate and nonprofit partners in the U.S. and around the world. As #GivingTuesday’s Global Ambassador, Melissa helps to expand the reach of the movement internationally and supports #GivingTuesday global leaders. In 2013, over 45 countries participated in #GivingTuesday.
92nd Street Y website
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