Plan, implement and evaluate your audience development activities.

In association with Creative Scotland, we are delighted to announce that we are launching a new programme, Data For Audience Development Scotland, covering four key areas of audience development and data usage in the arts.

Designated to help arts organisations plan, implement and evaluate their audience development activities to achieve stronger data-driven solutions, the programme will also take into account Creative Scotland's upcoming funding round and investment principles.


About This Series

  • Who it might be suitable for: Open to arts organisations across Scotland, the events are tailored to those who want to broaden, deepen and diversify their audience relationships, using data from sources both inside and outside their organisations. Suitable for individuals who are implementing/looking to implement audience development activity within marketing, development or senior leadership roles. Also for those who lead and/or support applications for funding, using audience data.
  • What format it will take: These sessions will take place in person over four 5-hour days, 11:00 AM - 4:00 PM. A light lunch and tea/coffee will be provided. To get the most from the event, in-person attendance is recommended, but a dial-in option is available for all sessions.
  • When sessions will be held: See a full list of available sessions below.
  • How much it costs: Free
  • What access provision will be: All events will provide Zoom automated transcription in English. Other access services, including Live transcription (instead of Zoom's automated transcription) and British Sign Language interpretation, can be requested in the booking form and will be provided where possible. Please book as soon as possible to allow time for arrangements to be made.

Available Sessions

There are currently four events available through this programme:

  1. Introduction to Audience Development (Glasgow)
  2. Using your Audience Finder data for Audience Development (Glasgow)
  3. Using your Data for Evaluation (Edinburgh)
  4. Using Digital Analytics data for Digital Engagement (Edinburgh)

1.Introduction to Audience Development

Wednesday 21 September 2022, 11:00 AM - 4:00 PM

The Lighthouse, Glasgow (online also available)

See if this session is for you:

  • Who | For individuals who are curious about audience development, or starting on an audience development plan, and are looking for guidance on where to begin.
  • What | Introduction to Audience Development will show you the fundamentals of audience development, and how to start planning and working with your data to identify goals, priorities and strategies.
  • Learning | In this session, you will learn what we mean when we talk about audience development in the arts, different ways organisations approach planning, common strategies, tools, techniques and how to use data to identify and target audiences, engage stakeholders and respond to funders.
  • Takeaways | A better understanding of audience development in the arts and how to turn it into an asset. Greater confidence in working within this area and insight to help you do more.

Apply to join this session


2.Using your Audience Finder data for Audience Development

Thursday 22 September 2022, 11:00 AM - 4:00 PM

The Lighthouse, Glasgow (online also available)

See if this session is for you:

  • Who | For individuals who want to broaden, deepen and diversify their audience relationships, using data primarily from the Audience Finder Data Tools. This session is applicable to anyone working with audiences in a management or leadership capacity – from marketing and fundraising to artistic/programming and community development.
  • What | This session will show you how you can understand who is - and who isn't - engaging with your organisation from your Audience Finder data, how to identify them and their profile, needs and behaviours and how data can help with planning ways to develop your audience and measuring your successes.
  • Learning | In this session, you will learn about a range of ways to use Audience Finder data to know your audiences better and how it can inform practical strategies for encouraging more and different people to engage with your organisation more often.
  • Takeaways | The understanding and using of the Audience Finder Data Tools, applying its insights to audience development, techniques for making sense of it for yourself and your colleagues, and top tips for ensuring that what you do has an impact you can measure.

Apply to join this session


3.Using your Data for Evaluation

Monday 26 September 2022, 11:00 AM - 4:00 PM

City Art Centre, Edinburgh (online also available)

See if this session is for you:

  • Who | For individuals in mid to senior leadership roles responsible for evaluation and monitoring of public engagement activity, whether ongoing or project based, who want to broaden their understanding of using data for evaluation purposes across their organisation.
  • What | This session will show you how to design an evaluation framework which effectively evaluates against objectives and desired outcomes and impacts and how to use different kinds of data for evaluating activities across your organisation – whether quantitative or qualitative.
  • Learning | In this session, you will learn about a range of evaluation techniques and processes, helping you plan and measure success and the value of effective internal evaluation.
  • Takeaways | An overview of the evaluation process using data from across your organisations to support reporting, funding applications and business planning.

Apply to join this session


4.Using Digital Analytics data for Digital Engagement

Tuesday 27 September 2022, 11:00 AM - 4:00 PM

City Art Centre, Edinburgh (online also available)

See if this session is for you:

Who | For individuals working across marketing, ticketing, and other areas, who want to broaden their understanding of using digital analytics data to understand and monitor the digital engagement of their audiences.

What | This session will show you an overview of the digital analytics tools and practices available, including best practice, and which are most effective in relation to planning, monitoring and implementing effective digital engagement.

Learning | An overview of understanding and applying digital analytics data and using the insights for implementing stronger digital campaigns.

Takeaways | A broad understanding of monitoring, tracking and implementing better digital engagement campaigns using an integrated data-driven approach.

Apply to join this session


With thanks to The Lighthouse and City Art Centre for hosting us, and Creative Scotland for their support.

The Lighthouse Glasgow.jfif City Art Centre Logo.jpgCreative_Scotland_bw.png


Got a question?

If you have a question for our team, get in touch by emailing us at support@theaudienceagency.org.