Not a Numbers Person? Here’s Help …
Here’s a quote about marketing you’ve probably heard: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
This quote has been attributed to all kinds of people, but it probably comes from 19th-century Philadelphia retailer and marketing pioneer John Wanamaker. Any marketer still in thrall to that quote today is quite literally living in the past.
That’s not to say we know exactly how every piece of marketing works, but we do have massively more information than the team at Wanamaker’s Department Store.
But to understand it, or even just to know it, requires a modicum of quantitative thinking. Thinking in numbers.
I know that some people who find themselves in marketing roles in live entertainment, and especially arts organizations, may have little or no background in marketing. There’s also a good chance that if you’re one of those people, you weren’t first in line to sign up for math electives. I hear ya: My degree is in English!
For a long time, Goldstar has helped with the words side of things — giving you a platform to show your events to new audiences and access to our editorial team to tailor your words to those audiences — and now we’re helping with the numbers, too.
Our new analytics tools offer up a wealth of information about your reach and audience. You can see how your event is building awareness and how people are responding to your event listing.
There are a lot of numbers there, so if you need a little help interpreting it (again, English degree here, I get it), I recently did a walkthrough of all the new charts in your Audience Marketing Platform.
Give it a watch, look around at your own analytics and email firstname.lastname@example.org if you’ve got questions.