Understanding your audience is crucial for any cultural organisation, but transforming raw data into actionable insights can feel overwhelming. How do you balance personalisation with shared experiences? When does segmentation become counterproductive? And how might AI reshape audience engagement in the coming years?
In this episode of CultureTalk, we sit down with Oliver Mantell, Director of Evidence and Insight at The Audience Agency, to unpack these questions and more. The Audience Agency, a UK-based charity, has helped hundreds of cultural organisations increase their reach, relevance, and resilience through data-driven audience development.
Drawing from his unique journey from literature to data analysis, Oliver brings a refreshing perspective to audience insights. He challenges the notion that data analysis requires complex technical expertise, arguing instead that most valuable insights come from asking the right questions and maintaining curiosity about your audience.
Whether you're grappling with audience segmentation, wondering how to develop technical skills in your team, or curious about the future of AI in arts marketing, this conversation offers practical wisdom for cultural organisations of all sizes. Oliver shares candid insights about what makes certain venues stand out in their approach to audience understanding, and offers a surprisingly simple recommendation that any organisation can implement today.
Join us for this illuminating discussion about the art and science of understanding cultural audiences in an increasingly data-driven world.
Next steps
No matter what stage you're at in your search for the perfect web platform or digital marketing tool for your venue, we'll help you get the information you need to make the right decision.
- Want to see how Peppered works?
We’re proud of how easy we make it for venues to manage their website. That’s why live event venues around the world trust Peppered. Book a personalised demo. - Looking to partner with us?
If you’re a technology provider, design agency or supplier for the arts and culture sector, we’d love to hear from you. Contact us here. - Want to learn more about digital tools for venues?
Explore our industry insights and expert advice by heading over to our resources page, YouTube channel or subscribing to our newsletter.
