Strength in numbers: data-driven strategic marketing in mid-sized to large performing arts organizations

This thesis explores how mid-sized to large performing arts organizations use data-driven marketing to enhance their strategic process and how that approach compares to the traditionally-defined concept of data-driven marketing. Data-driven marketing, as a term, has only been recently explored by the arts sector, so conversations around the topic are mainly limited to conferences and lectures, and minimal published research exists. This research includes an extensive literature review about data-driven marketing as a concept and arts marketing theory, a detailed survey about current data-driven practices, and in-depth interviews with arts marketing professionals. Through all the primary and secondary research that was compiled, this thesis perceives that the arts are using the "data-driven strategic marketing" term differently than how it has been traditionally-defined by not including a multitude of sources and disregarding the importance of external data on serving the mission of the organization. Additionally, when implementing the concept, performing arts organizations more often use it operationally other than strategically to build loyal and connected arts audiences.