A useful approach to big data.

Locked inside patron records, surveys and social media stats are keys to understanding the connection between your mission and who you serve.

The title of this article refers to the practical use of data – of any dimension – to gain insight about your customers.  This is particularly useful in the performing and visual arts, where patrons “go” for a lot of reasons.  And most of them have nothing to do with price.  This serves as an overview of a recent consumer research piece I fielded.