As we as arts managers continue to rely more and more on online technology to poll things like patterns in attendance, audience demographics, and individual website visits...just how information should we be willing to give up about patrons to those online companies in return for their services? Google Analytics is a perfect example.
As the article states, data sharing – whether for marketing, ticketing, fundraising purposes – raises a plethora of issues. Does pooling information about patrons lead to greater revenues for all parties? Or do organizations risk a negative response from patrons? Additionally, is giving out the personal information our patrons trust us with to third parties for the above-mentioned purposes unethical?
The use of technologies like Google Analytics will no doubt shape either the success or failure of arts organizations in the years to come, but at what cost to our relationship with their consumers?
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