Snapshot London Information Sheet

What is Snapshot London?
Snapshot London is a powerful data-sharing collaboration for the arts in the capital. The unique, not-for-profit initiative lets the cultural sector gain maximum benefit from its audience data, by analysing actual booking behaviour drawn from the box office statistics from a variety of arts organisations. It is a picture of what people really do, and not what some people say they do.

Why is it a useful tool?
Snapshot London is designed to help arts organisations understand the dynamics of the marketplace by profiling its audiences and providing a "snapshot" of their behaviours and trends at any one time. The project publishes annual benchmarks which track the changes in audience patterns across the capital.

Who is involved?
Currently Snapshot London has over 35 large, medium and small-scale performing arts organisations from all across the capital, covering a wide variety of artforms. Together, these organisations contribute information on the booking behaviour of over half a million unique households - and this is growing year on year.

How does it work?
Participating organisations automatically send their box office information to Snapshot London through a piece of software called DDX, which absorbs booking and transaction information, but excludes any confidential data such as bank details. All records are rendered anonymous and pooled so that they are comparable. Audiences London is the custodian of the information, keeping it safely as a shared resource and protecting participating organisations' interests (and those of patrons) while ensuring access for the cultural sector.

Each participating organisation can then analyse its own information either as a whole; by production or series; or by performance or event. They can then view it in the context of the London-wide benchmarks and other population information. Organisations who contribute data always have access to analysis.

What benefits will I get by joining in?
Snapshot London is a powerful tool for organisations to understand their audiences in a relative light: understanding what they do, where they go, how often - and much more. The information can be used for marketing planning, risk-assessment, partnership development, funding applications, understanding donor potential , lobbying and feasibility studies.

Your subscription fee will entitle you to:
· Online access to your organisation's unique Snapshot London Online Access portal, containing behaviour profile reports for your audiences (drive distance, advance booking, frequency), geo-demographic profiles of your bookers broken down by artform using Mosaic Profiling, and sales indicator reports (ticket yield, Pareto's Law). You will also be able to access Crossover reports showing what proportion of your audience cross-over to any of the other participating organisations. All these reports display annual results comparing your organisation against the Snapshot London benchmarks.

· The ability to develop collaborative research projects with other participating organisations. Recent projects made possible thanks to the Snapshot London initiative include the development of an Orchestral Benchmark (covering all the leading orchestral organisations within London), and an Outer London Benchmark covering a selection of Outer London venues.

· Dedicated support for all participants to assist you with making the most of your subscription, ideas for new reports, and advice on how to understand your audiences better from reading your reports. This is delivered through regular networking events, and annual meeting to discuss your issues, and Updates with new ideas and solutions.

If you are interested in Snapshot London and how it can help your organisation, please download the brochure below or contact Alfred Hanoun, Research Assistant, with your questions and to find out how you can join:
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Alternatively register your interest via our website here.