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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 robust audience research tool is built on Data Center, a cloud-based application that helps you compile all patron transaction data (ticket sales, membership and donor activities) into one electronic repository—your data warehouse—and share resources with a network of users 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. Through Data Center, member organizations can create, sort, and segment customer attributes. By making transactional behaviors, demographics, and attitudinal preferences searchable and selectable with ranked filters, information can be aggregated and customized 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 among any selected list segments

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

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

  • Trade mailing lists with peer organizations. Member organizations within the community share lists in a secure permission-based environment. 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. Once a list is compiled, Data Center runs an at-your-fingertips de-duplicated count of patron records. Users are able to identify which patrons most actively appear across multiple segments for more qualified list targeting. Patron contacts are run against the National Change of Address Registry every 90 days, giving you quick, accurate counts to save money at the mail house and time managing your own database.

  • Streamline lists in ready-to-use format. Targeted patron lists are ready in minutes for export to the user’s 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 uses direct mail. How else can I use Data Center?

The Audience Database is a powerful market research tool. Once all your data is compiled in one place, it's easy to learn about your patrons so that you can 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 household income, presence of children, interests, and more.

It protects the privacy of your patron lists while revealing cross-over reports with other Bay Area arts organizations, helping you identify potential collaborators. Even if you are not doing mailings, the research and information you learn about your patrons can be honed for use in grant proposals, board presentations, and applied to numerous other situations.

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. 

TRG Arts' Data Center is used by community networks 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. Of these communities across the United States, the Audience Database community in the Bay Area is one of Data Center's most active networks. 

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