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Big Data: Using Predictive Analysis to Reach New Audiences

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John McInerney

on 3 March 2014

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Transcript of Big Data: Using Predictive Analysis to Reach New Audiences

Big Data: Using Predictive Analysis to Reach New Audiences
Maintain mission-access for all
Understand New Communities
Do new outreach
Develop new programming


Challenges



Flat enrollment
Branch Directors rooted in traditional approach
We know individuals but not groups
Programming identical at all branches

Are our long held assumptions true?
Who are we serving now?
Who else is in the community now?
What are they like?
Who are the audiences of the future
Research Questions
Supply and Demand Mapping
Audience Analytics
1.2 Million Patron Households in the Philadelphia region
Geocoded and matched with Census data
Demographic Data and Projections
Population data
Population by age & gender
Households
Families
Racial and ethnic breakdowns
Median Income
Consumer Expenditures
$ spent musical instruments
$ admission to live entertainment
$ spent books
$ admission to movies
Market Potential
Attended a dance performance
Attended a classical music concert
Did painting/drawing
Did woodworking
Consumer Behavior - Tapestry Segmentation
Supply and Demand Database
$84,612 Median Household Income
70% have a Bachelor's Degree or Higher
19% Self-employed
Travel abroad and stay at upscale hotels
Go to the movies, theater, concerts, museums, bars and night clubs
Watch foreign films, Saturday Night Live is a favorite TV program
Exercise regularly and tend to buy organic and natural foods
Laptops and Lattes
Trendsetters

Urban Chic

Dorms to Diplomas
Settlement for the 21st Century
Each organization has unique needs
Audience Analytics
Demographic Data and Projections
Consumer Spending
Market Potential
Tapestry Segmentation
Other proprietary data???
John McInerney
Daniel McGlone
Amelia Schmertz
Settlement School Patrons
÷
Total # of Households
All Settlement Music School Patrons
Dominant Market Share by Branch
=
Penetration Rate
1.52 million people
5th largest city in U.S., 2nd largest in Northeast
5.4 million people in urban area
43% Black, 37% White, 12% Hispanic, 6% Asian
Center City
Central Business District
About 57,000 residents, ranks third behind midtown and downtown Manhattan in CBD residents
288,000 jobs
67% of residents walk, bike or take transit to work
Median Age: 34
Median HH Income: $65,000
South Philadelphia
168,000 residents
52% White, 26% Black, 12% Asian, 8% Hispanic
Lots of immigration
Lots of gentrification
Eric Powers Photoblog
Duncan Pearson from Fine Art America
Philadelphia, PA
New Jersey
Other Analysis?
Primary Market Area Overlays
Primary Market Area Summaries
Desirability Index
Millennials
High Median Income
Favorable Tapestries
Laptops and Lattes
Old and Newcomers
Trendsetters
Market Potential
Played instrument in past 12 months
Consumer Expenditures
greatplacetowork.com
network-marketing-business-school.com
stereogum.com
Money spent on musical instruments and repair
1funny.com
Identify Primary Market Area

Founded in 1908

One of the oldest and largest community schools for the arts in the country
6 branches (5 branches in PA)
National reputation for teaching classical music to children

Settlement Music School

Founded in 1908

Branches grew with city
1st Site located near where immigrants arrived
Home away from home
Piano lessons for a nickel

Albert Einstein
Kevin Bacon
Questlove
Chubby Checker
Kevin Eubanks
Christian McBride
Settlement Music School
10,000 served weekly
40% receive financial aid
Diverse
6 mos to 96 years
Settlement Today
Museum Project
Relocating a pottery/ceramics school
Theatre project
Community Analysis
4 additional projects
Next Projects
Build out the datasets
PHMC Community Survey
Artist live/work space
Arts/ed + Schools (STAMP)
Voter records
Regional arts service organization

Advocacy, research, central job bank, professional development, consumer marketing and capacity tools

Building Blocks: Data on non-profits

Nothing was happening in space

990's-Static, limited
CDP-Detailed, accessible
Policy level findings
Hard Data

Building Blocks: Audience Data
Formal online list exchanges
Centralized consumer data
Appended consumer data
Audience Data was not centralized. Informal exchanges. Proprietary Data

Who are we?
Broader Arts Activity (18,000+)
Discount Buyers
Pass Programs
Building Blocks: Community Activity
The larger picture of arts activity

Geographic Information Systems: a system for storing and manipulating geographic information.

GIS allows us to display, question, interpret and visualize data in ways that reveal relationships, patterns and trends.

Why geography?

Everything that we do is happening in space

Translate intuitive understandings of place into data
Analyze your outcomes
Plan more efficiently
Tell your story in a simple and compelling way

Client addresses
Neighborhoods
Census Tracts
Distribution Sites
Patrons
Transit
What is Spatial Data?
Spatial Data: Data that defines a geographic location or boundary

What is GIS?
ArcGIS
Disruptive Innovation
Understanding customers' unmet needs
Talking to people about what they want
Shifting beliefs about quality
Rubric for program development
Full transcript