This session will provide practical tips on how to go about segmenting your audiences or market-place, and how using segmentation will bring your audience development into focus - whether using an 'off the shelf' tool (such as Audience Spectrum), or if you want to develop your own.

Who:

This session is open to anyone working in an arts, culture or heritage organisation who is looking to develop knowledge and confidence around implementing segmentation processes to help engage audiences.

What will you learn:

• The essentials of a practical segmentation, the data and insight you can use and how you can put it to use.
• How applying the simple rules of segmentation can help you connect with people and engage them with your offer; whether that's through your email lists, media buying, targeting your socials or deepening relationships with existing audiences.
• How segmentation can also support reaching new audience groups - geographic, behavioural, demographic or attitudinal - and enable you to make them an offer they take notice of.
• Following the session you'll be able to segment your lists, use off the shelf tools, gather data to inform your segmentation or put a brief together for your bespoke segmentation.

For this session we'll use The Audience Agency's population segmentation tool https://www.theaudienceagency.org/audience-spectrum - Audience Spectrum, Historic England's segmentation portraits of heritage visitors, alongside examples of bespoke approaches as well as drawing on population data and digital analytics data.