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

Evidence suggestions that even now many arts and entertainment organisations are still not recognising the value of data on their customers? behaviours, and are as likely to be 'product focussed' and not necessarily 'customer-focussed'. In the 21st century, many are still only slowly realising the value of building close and valuable relationships with attenders. Many still sell tickets through agents and only have an 'arm's length' relationship with their customers; and as a result lack full information on them and their transactions. Full house is a ticketing and marketing manual aimed at assisting arts and entertainment organisations optimise the collection and use of customer data. This new Manual is fundamentally about what arts and entertainment organisations can do to better utilise the data they have regarding customers and their transactions and build ongoing relationships.