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How does Audience Database work?
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Theatre Bay Area is proud to partner with TRG Arts to bring you the Audience Database. This powerful research network built on the cloud-based Data Center application helps you compile all patron transaction data (ticket sales, membership and donor activities) into one electronic repository—your data warehouse—and share resources with organizations across the region.

Key features of Data Center

Data Center enhances the capabilities of even the most robust CRM systems, giving arts marketers and nonprofit development professionals the ability to:

  • Build smart lists using key patron attributes. By making transactional behaviors, demographics, and attitudinal preferences searchable and sortable with ranked segment filters, information can be aggregated and scaled for targeted direct response mail, email and phone campaigns.

  • Access intelligence on patrons and their behavior. Users are able to pull a range of specially designed and customizable reports invaluable to effective list targeting, such as:

    1. Segment Penetration, showing the overlap with other participants' lists honed into comparable types of patron interactions

    2. Zip Code Penetration, comparing households in a member's data warehouse to current populations by zip code

    3. Demographic Match, providing a profile of age, education, income, ethnicity, presence of children, and other key metrics in statistical and graph format—with psychographic and geographic variables similarly available for a modest per-thousand record fee

  • Trade mailing lists with peer organizations. Participants within the community share lists in a secure permission-based environment. Network users may browse and request tradable lists from their peers, building sophisticated mailing lists from the combined data that are sent directly to the mail house of your choice.

  • Perform dynamic merge/purge and address change alerts. Data Center runs a de-duplicated count of patron records, providing suppression functions and identifying which patrons most actively appear across multiple segments for more qualified list targeting. Contacts are run against the National Change of Address Registry every 90 days, giving you quick, accurate, and scalable counts to save money at the mail house and time managing your lists. 

  • Streamline data refresh in ready-to-use format. Targeted patron lists are ready at the fingertips for export to your desktop or sent directly to the mail house. Basic segments can be saved for recurring campaigns, incorporating new data without having to rebuild a new list from season-to-season. 

My organization rarely runs direct mail. How else can I use Data Center?

The Audience Database is a powerful market research tool. With all your data in one place, it's easy to learn about your patrons to cultivate deeper relationships. Data Center appends your patron data with valuable demographic information not available in your CRM system, allowing you to target campaigns by life stages, purchase history, interests, and more.

It protects the privacy of your contacts while revealing cross-over reports with other Bay Area cultural organizations to help identify potential collaborators. The information you learn about your audience, members, and donors can be used in grant proposals, board presentations, program development, to name just a few examples. 

Users additionally have access to TRG Insights' vast resource of articles and webinars covering topics such as pricing strategy and case studies on campaigns conducted with other community networks between the coasts. 

A national picture

TRG Arts is an internationally-recognized consulting firm founded in 1995 with a focus on getting results for clients in the non-profit arts industry. TRG helps clients grow revenue and patronage in the United States, Canada and Australia, working with dance, opera and theatre companies, museums, performing arts centers, orchestras, festivals and commercial entertainment organizations. 

Data Center community networks are teeming in major markets around the country, including Atlanta, Austin, the Berkshires, Boston, Chicago, Central Florida, Denver, Houston, Lehigh Valley, Los Angeles, Philadelphia, Portland, San Francisco, Seattle, Southwest Florida, Washington, D.C., and statewide networks in Arizona, New Jersey, and Minnesota. Among these, the Audience Database network (known previously as Bay Area Arts & Culture Census or Big List) is distinguished as one of the most active communities. 

Ready to participate? 
Usage of the Audience Database is based on your budget size to include users from all walks of our community. Email laura@theatrebayarea.org for any questions, or follow the link to get started!