Today’s guest blog post is written by Kathryn Schmitt, Data Migration Specialist, Patron Technology.
We already know that data plays a key role in marketing for your organization. It provides you with a keener understanding of your patrons: knowing their buying or donating patterns and preferences makes for more targeted and thereby more successful marketing strategies, which in turn produces more sales and revenue. Seems obvious, right?
We hear a lot about “big data” lately — for an arts administrator, big data enables you to apply your patron data into a broader pool of consumer data and extract patterns that tell you very specifically who is most likely to respond to a campaign. Big data is a science, it is cold hard facts married with mathematical logic; and taking the guesswork out of targeted marketing can certainly be useful.
But when it comes to arts organizations, is focusing on the quantitative and extracting all creativity and emotionality from your marketing plans the best course? Are you trying to forge meaningful human relationships with your consumers, or have you fallen into the habit of treating them more like data clusters than individuals?Read the Article