Audience Data and Visitor Information Collection Enterprise (ADVICE)
ADVICE was an audience development initiative that assisted arts organisations and venues to grow and diversify their audiences through insights gained from box office data.
Using customer data analysis software Vital Statistics, ADVICE enabled participating organisations to measure and analyse their audience and sales information. By collating this audience data the Australia Council was also able to access and analyse transactional data to better understand the health of the arts sector both nationally and by artform.
In partnership with state arts funding agencies – Arts Victoria, Arts Queensland and Department of Culture and the Arts, Western Australia – the ADVICE project, which ran from mid-2008 and will cease in mid-2012, reached some significant milestones:
- Created one of the largest Australian arts audience databases consisting of: 110,900 performances, 22,304,988 tickets and 6,244,195 transactions of events. This data provides the council with the beginnings of an invaluable resource on which to base industry benchmarks.
- Provided more than 100 participating organisations with the tools to better measure and understand their audiences.
- Promoted the importance and benefits of collaboration and data sharing amongst industry bodies and organisations to drive industry growth.
The ADVICE project will cease on 30 June 2012, and the Australia Council for the Arts will pursue an alternative model to industry data collection, reporting and benchmarking.
Contact
Organisations who are currently participating in the ADVICE project should direct any queries to Rani Haywood R.Haywood@australiacouncil.gov.au or support requests to Jeremy James jeremy.james@purpleseven.com.au
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