ARTICLE: Only You Can Prevent Ugly Data - A Video Blog Series by TRG Arts

June 9, 2017

Is your data ugly?

Your arts organization may have terrific branding, a high converting website, a top-of the-line CRM system, and beautiful photos of your productions or exhibitions. Unfortunately, if the data you have on your patrons is dirty, incomplete, or poorly segmented, building patron relationships and loyalty is much harder.

That’s why data stewardship, the ongoing process of maintaining data for action, is so important.

So how is your organization stewarding its data? Industry consultant, TRG Arts has created 3 best practice videos on cleaning, segmenting, and using data to create relevant messages for patrons.

Video 1: Capture it. Clean it.
Your arts organization may have terrific branding, a high converting website, a top-of the-line CRM system, and beautiful photos of your productions or exhibitions. Unfortunately, if the data you have on your patrons is dirty, incomplete, or poorly segmented, building patron relationships and loyalty is much harder. That’s why data stewardship, the ongoing process of maintaining data for action, is so important. In this video, Kevin Replinger of TRG Arts explains the beginning steps of data stewardship: capturing data and keeping it clean.
Watch now >

Video 2: Organize it. Segment it.
How does a well-planned and consistent segmentation strategy make your job easier? It will help your organization effectively market to patrons, targeting certain segments for certain offers, and help you understand your patrons’ behavior. In this video, Claudia van Poperingen of TRG Arts explains how to organize and segment your data so it’s strategically divided into easiest-to-use groups.
Watch now >

Video 3: Optimize It. Use it.
Once you know what your needs are, you’ll want to be to calibrate the size of your segments for a given campaign. In this case, size does matter. In the last video in our Ugly Data Series, Amelia Northrup-Simpson, Director of Strategic Communication, will show you how to use your patron data after it is cleaned and organized.
Watch now >
 


And if you like the TRG Arts videos on data health, you might also like our on-demand webinar series in collaboration with TRG Arts that will IGNITE your arts and cultural campaigns.


Do yeed some help with Data Health? We offer Data Enrichment Services. Start by requesting your FREE data quality scorecard today. 

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