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Full house : turning data into audiences : a manual for ticketing and marketing professionals

Author: Roger Tomlinson; Tim Roberts; Vicki Allpress; Australian Council for the Arts.
Publisher: Surry Hills, NSW. : Australia Council for the Arts, 2006.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
This book "gives arts and entertainment organisations the knowledge they need to better utilise their customer data and build ongoing relationships. New technologies are transforming our ability to collect data, analyse patrons' behaviour in meaningful ways, communicate directly with audiences and identify new market segments. This manual is about managing these opportunities, and getting the best out of them." -  Read more...
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Details

Document Type: Book
All Authors / Contributors: Roger Tomlinson; Tim Roberts; Vicki Allpress; Australian Council for the Arts.
ISBN: 1920784357 9781920784355
OCLC Number: 166227023
Notes: "A revised and updated edition of Boxing Clever written by Roger Tomlinson and originally published by Arts Council England in 1993."
Description: xii, 206 pages : illustrations (some color), color maps ; 21 cm
Contents: Foreword --
Introduction --
Section one. Creating the potential --
1. The heart of marketing --
2. People not 'bums on seats', customers not 'punters' --
3. The human equation --
Section two. Building the resource --
4. Customer information --
5. Permission marketing and privacy --
6. Beyond ticketing --
Section three. Managing the resource --
7. Expanding the horizons --
8. Processing the information --
9. Reports --
Section four. Marketing --
10. Profiting : catchment are and audience --
11. Direct marketing --
1 2. Online marketing --
13. Managing revenue --
Afterword --
About the authors.
Responsibility: by Roger Tomlinson, Tim Roberts and Vicki Allpress.

Abstract:

This book "gives arts and entertainment organisations the knowledge they need to better utilise their customer data and build ongoing relationships. New technologies are transforming our ability to collect data, analyse patrons' behaviour in meaningful ways, communicate directly with audiences and identify new market segments. This manual is about managing these opportunities, and getting the best out of them." - back cover.

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