Stronger Together: A European Approach to Audience Data Offers Plenty of Opportunities

APPLAUS conducts research, shares knowledge, and teaches cultural institutions how to strategically collaborate with their audiences. Lene finds it important to look beyond borders as well. “Together, we can be smarter. We can learn from each other. We can compare how approaches work in other countries. What are we doing in Denmark, and how does that compare to, for example, the UK, the Netherlands, France, or Belgium? We still need to find our way in this, but the first steps have been taken. Together, we can crack the code, reach a broader audience, and better understand our visitors.”

Extra Power

Maaike fully agrees. “Moreover, I am convinced that collaborating with like-minded individuals can ensure that the importance of audience data is placed higher on political agendas. Not only nationally but also on the EU agenda. Collaboration has so many benefits; it gives us extra influence. We can learn from each other and avoid reinventing the wheel in another country. And if we come to a generic approach, benchmarking between countries becomes possible, for example, at the discipline level and also at the macro level. Additionally, we strengthen our proposition towards tech companies, making them more likely to invest in this.”

A Different Mindset

If Europe takes up this challenge, more cultural organizations will recognize the importance of data-driven work. Maaike: “The message that it is urgent, necessary, and useful will then come across much more clearly. That necessity is not always recognized now, and good examples from abroad help to change that.” Lene recognizes this. In Denmark, there is great enthusiasm for a data-driven approach, but often the knowledge is lacking. “Thanks to a collaboration with the tourism industry, we have a beautiful dashboard in Denmark that clearly shows what data-driven work delivers. But follow-up steps are difficult. How do you make decisions based on that data? That’s where we need to build a bridge. Ultimately, it’s not the IT solution that moves you forward. It’s an entire mindset within an organization; a different way of working and a new way of approaching your audience.

Data-driven work impacts all parts of an organization. Maaike: “We often say that digital transformation is 90% about people and 10% about technology. I think the same applies to working with audience data.”

Accessible to Everyone

In these times, it is especially important that art and culture are accessible to everyone. “As a cultural organization, it is more important than ever to know who your audience is,” Maaike emphasizes. “It’s not just about hitting the right targets. You can also focus on a niche. But if you have no idea who is in your audience, you’re out of the game. With data, you substantiate your story, or you adjust your strategy based on it. You can collaborate with other organizations that have a different approach or audience. That offers all kinds of new opportunities. And all of this in combination with the artistic vision of your institution, because that remains of great importance. But we operate in the same leisure market as the entertainment industry and the commercial sector. In those sectors, they know exactly who their customers are, where they are, how they move, and what their desires are. That’s why it’s crucial that we also make optimal use of audience data in the cultural sector.” 

Reaching New Groups

Audience data is not just about ticket sales or physical visitors. You also want to reach groups that are less likely to visit the theater or museum. For example, because they live in a remote area or are young people with limited budgets or who seem interested in entirely different things. That is just as important. “Here too, collaboration and data exchange are important,” says Maaike. “Because not everyone comes to your institution. However, as a cultural network, you can aim to collectively reach all residents within a municipality and expose everyone to culture. For that, you need to share audience data and have joint discussions about it.”

Standardization at the EU Level

For Lene, standardization is the most important topic that should be on the EU agenda. “Then we can really start comparing. Start, for example, with surveys. Agree on what you want to ask and how: that can already be a first step because now everyone does this in their own way.” Standardization makes sense on many levels, adds Maaike. “Definitions are very important. But also methodology or infrastructure. Education and inspiration can be handled by each country itself, but I think standardization should really be an EU task. That would make the work of APPLAUS, DEN, and individual cultural institutions much easier.”

Vision on Culture

Additionally, it would also be good to formulate a new vision of culture because what do we actually understand by it nowadays? Maaike: “It’s broadening. There are more democratic ways of culture, where boundaries between artists and audiences blur. Digital and physical are combined. Amateurs and professionals work together. The difference between ‘low’ and ‘high’ culture fortunately fades more and more.” In Denmark, a survey asked about cultural activities in the past year, and the outcome was surprising. “No less than 95% of respondents indicated that they had been culturally active. They could specify in what way, and then you clearly see the difference compared to thirty or forty years ago. Back then, it was normal to go to the theater three times a year and read the newspaper every day. Now part of life takes place online; you follow the news there, read books, listen to music, and watch Netflix. That’s the new reality, and we must embrace it!”