I thought The Source presentation was excellent and you have really taken this idea and made it real and applicable. It will absolutely make a difference to the Scottish arts scene, I really believe that.

David Stark, Director of Marketing & Communications, Royal Scottish National Opera

Data & Resources

Customer profiling and segmentation tools

Added 25th June 2008

Customer profiling and segmentation have become ever more popular in a world full of customer databases and fast-changing IT systems. However, they are not the sole domain of the organisation with a database. Nor are they complicated concepts to implement.

In the arts, it’s ever more important to understand what your customers are like, and to make your small marketing spend as effective as possible – customer profiling and segmentation can help you with both of these things.

Download the full report below.

For further information on Arts Council England's segmentation model 'Arts Audience: Insight', click here.

Download ProfilingAndSegmentation.pdf (899.62 Kb)

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