Culture Vulture: Look beyond data to shape arts programmes and content

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The arts is not something one thinks of as a quantifiable subject.

Yet in the past month, as I have spoken to arts venues and groups while pursuing a story about how the arts and culture industry is dealing with big data, I have discovered that yes, the arts can be quantified. Everything from ticket sales and foot traffic to taste preferences and even the way arts consumers prefer to receive their promotional information can be tracked and analysed.

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