Data. The word casts an attentive hush on any crowd gathered in a subdivided hotel ballroom. Data. The solution to every problem, the key to unlocking the secrets of the universe, the alpha and the omega, the Holy Grail. Data. It will make your marketing smarter, faster, better.

Well, yes and no. There are variables to whether or not your data-driven marketing strategies are good ones. One of those variables is the “heftiness” of your data, and the “heftiness” of your data depends on the source(s).

It’s no surprise that my #NAMPC coaching sessions about creating surveys are always filled. When it comes to surveying, you, like most people, probably have the most trouble with simply getting started. These five tips should help you, if you do them in order.

1.Set your objectives.

What’s the real purpose of your survey? Your first step should always be getting clear on what your results will be used for and who will use them. Questions to ask yourself:

Will results be used internally or externally?

What decisions can be made based on your survey results?

Remember the good old days of marketing? When a catchy phrase and a few colors were all you needed? When dancing popcorn and soda would convince you that you did, in fact, need a treat from the lobby? Those days are long gone. Modern marketing is a battlefield, a war for attention. Rest, even for a moment, and you’re lost in a sea of digital combatants. Sure, there is room for error because enough information is being pushed out all of the time that your mistakes will most likely be forgotten. Or will they?

Are you a contextual marketer? Probably.

Chances are, you’re doing some form of contextual marketing already. If you’re a marketer, you’ve made some effort to understand your patrons and match their needs to what you’re offering.

While visiting my family in Indianapolis this year, I learned that the excellent Indianapolis Museum of Art admission would now be $18 for adults, $10 for youths ages 6 to 17. This doesn't seem like terribly much - until you realize that it had been free for several years. 

Admittedly, the IMA has been addressing financial issues since losing about $100 million - approximately a third of its endowment - in the 2008 financial crisis.

The Arts Marketing Association (AMA) has spent the last two years encouraging the best digital marketers in the UK cultural sector to work in an agile way. But is it truly beneficial for busy marketers to build experimentation into their daily practice?

The Digital Marketing Academy (DMA) is an entirely virtual learning programme that brings together the best digital marketing experts in the UK arts and cultural sector with a host of amazing international mentors.

Every empty seat in a theatre isn't simply lost revenue; it's a lost opportunity to tackle one of the biggest challenges we can expect to face in the arts and culture business today - talent development.

I am not an expert by any means on the process or state of arts funding in America, but I can clearly see the dysfunction in our government at all levels. In today’s education system, there is a significant lack of equity regarding access to a quality arts education, often due to the location of the school. 

Your users are telling you that your website is broken. They’re telling you what content they like and what they don’t. They tell you who they are and what they need. They’re even telling you how to prioritize your web initiatives. You have their stories and the ability to listen to them. Those stories, of course, are contained in your data.

Web analytics is often defined and accepted as measurement and reporting – numbers that tell us about traffic volumes and website performance. Although measurement is one of the more powerful components of digital (the ability to cheaply measure things in fine detail, with high accuracy, and in a real-time basis should not be overlooked), that on its own does not define analytics.

Context is king.  I know, I know.  You thought content was king. Nope, it’s context.

It’s an honest mistake.  Content is incredibly important to arts marketing.  But context makes sure that we’re getting the right message (and content) to the right patrons via the right medium at the right time.

The theme for this year's NAMP Conference is Lift Off! We will be exploring a variety of new techniques and technologies for audience building and obtaining more overall support of our organizations and the arts in general. Before we can Lift Off!, it is wise to look back over the year-to-date and see what has been occurring in order to create our checklist to get ready for Lift Off!

Salt Lake City, Utah is the home of this year’s National Arts Marketing Project (NAMP) Conference: Lift Off. You can look forward to exploring digital marketing strategy, audience engagement and retention, brand loyalty, gamification, and experiential marketing, just to name a few.

I was thrilled to sit in on the “Vocabulary for Arts and Arts Education” session at Americans for the Arts' Annual Convention this year. All three presenters—Christopher Audain, Kevin Kirkpatrick, and Margy Waller, along with moderator Margie Reese—were all on point for the session and I perhaps overtweeted in my enthusiasm over what they shared.

As I left the session, I started focusing on what Kevin presented on changing the conversation about arts and culture. Arts Midwest recently released the study Creating Connection: Research Findings and Proposed Message Framework to Build Public Will for Arts and Culture, which examined how existing attitudes and values of our audiences connect with our field’s message output. The study suggests reframing arts activity to be “creative expression” will have a more effective connection to broader audiences, and that connecting with others, with their families, and with their inner selves is their largest motivation for participating in arts and culture.

This article has been co-written with Michelle T. Boone, Commissioner with the Chicago Department of Cultural Affairs and Special Events, and originally published by The Huffington Post on June 12, 2o15.

Deplaning at Chicago's O'Hare, it's easy to daydream of the world-famous art that awaits: the gleaming, 100-ton stainless steel Cloud Gate, Grant Woods' iconicAmerican Gothic, historic architecture and the homegrown Chicago blues.

There is never money and there's always money. I have never met a mayor, a city manager, or a school superintendent who ever had any money, but I have never seen one who quit spending it. A lack of money is not the key problem. In my opinion, creativity is the problem. Money follows ideas. Arts administrators need to be as creative as we expect our artists to be.

At times I have been asked, “How did you find your career path in the arts?” Actually, it’s more often phrased, “How’d you get in this business?” I have held a number of wonderful posts, both public and private, and am currently Director of Advocacy and Public Policy for ArtPride New Jersey, the state arts advocacy organization. My story is evolutionary, organic, and having tilled these fields for over 30 years, long. In this age of sound bites I’ll boil it down to this—“teachers and inspiring leaders.” For me and so many others, it all started with an art teacher.

Editor's Note: Lucy Wang is the 2015 recipient of the NABE Scholarship, presented annually by Americans for the Arts and the National Association for Business Economics (NABE) Foundation to a student of both economics and the arts.

Even though economics and art are two very distinct fields, I feel that they are best understood in combination with one another. Art inspires me but can't reveal the quantitative foundations of modern life. Economics allows me to understand the underlying influences of the world, but I synthesize and process the things I learn through art.

Last week, the Federal Communications Commission (FCC) approved new rules for enforcing net neutrality. Independent agency rulemaking might sound like a sleepy topic, but over 4 million people – a record-setting number – sent in comments. What does the rule mean for artists and arts organizations?

First, what is “net neutrality?”

It’s the idea that your Internet Service Provider (ISP), like Verizon or Comcast, doesn't discriminate when it comes to Internet traffic—meaning throttling or blocking legal content that you want to access or share. A company also can’t pay your ISP to speed up service for certain sites.

Last night it was confirmed that the U.S. House of Representatives is scheduled to consider over three dozen amendments to "The Student Success Act" (HR 5), a bill to reauthorize federal education programs. This is a legislative effort last completed 13 years ago through the No Child Left Behind Act. There is a great need to improve upon that outdated legislation.

Through Friday's floor consideration in the House, members of Congress will have an opportunity to vote on HR 5 and a Democratic alternative - but both bills are expected to receive partisan vote outcomes.

In my last blog, I spoke about developing future arts advocates and some of the misconceptions that might prevent individuals from participating. To continue on a similar trajectory, there is one population, in my opinion, that we should target as the next generation of arts leaders who will continue to sustain theatre, dance, creative writing, visual art, and music for many generations to come: students.

Erin Gough

One of the wonderful things about the annual Americans for the Arts' Annual Convention is that the discussions held there reverberate beyond the days of the conference and beyond the people who were able to participate in person. As someone who was unable to attend, I was so pleased to be able read about, and dig into, some of the dialogues that were held last month in Nashville.

My interest was piqued when I read Devon Smith’s piece on the fate of failing arts organizations. She dives into a debate session held at convention on the controversial but essential argument that as an arts community, we too often distribute scare resources to keep struggling organizations on life-support when it may be more beneficial for the arts ecosystem as a whole to let them die gracefully.

Ella Van Wyk

“There’s nowhere to go but on!” - Feist

Let this blog begin with my gratitude for the amazing experience I have had over these last few days. Receiving the Arthur Greenberg Memorial Scholarship Award is an event that has truly influenced my career, and will benefit my organization and my local arts community.  Thank you to Abe Flores, Rebecca Burrell, and Adam Fong for taking the time to have genuine conversations with me and truly contribute to the work I am doing.

Attending a conference is too passive a description for these last few days. I learned, sang, listened, laughed, digested, deliberated, rejected, reinforced, inquired, decompressed, and grew. I watched Robert L Lynch (CEO of Americans for the Arts) and Jonathan Katz (CEO National Assembly of State Arts Agencies) jam together. They spoke about leadership, their nonlinear careers, they read their own poetry, sang songs, enjoyed each other’s company, and celebrated each other’s achievements! I met fantastic people from across the country, Canada, and the UK who are all fighting for the same cause, attacking similar challenges and were open and willing to share ideas, brainstorm and listen. I sang with Ben Folds. I stayed up until midnight disseminating what I’d experienced that day making To-Do lists and resource wish-lists so that when I get home I can hit the ground running and implement all I have experienced here. I received wisdom, knowledge, empathy, and suggestions from leaders in the arts and experts with invaluable years of experience.

Norie Sato receiving the 2014 Public Art Network Award at Annual Convention

The Nashville PAN Preconference has come and gone, sniff sniff, I miss seeing everyone already. I was thrilled to be able to speak to so many of you and to be with smart, hard working people in the field. The PAN preconference is such a great time to reconnect with old colleagues and meet new people as well as to learn. And so many issues and things to learn just to keep up or to innovate do not fit into the time we had. A special thanks to those who worked so hard for us to organize the conference.

But in the spirit of constructive feedback and reflections back on the precon, I offer the following:

1)  The Preconference is TOO short. We had essentially only 1 day. 2 panel session slots do not give us enough time for the various issues that need covering. At least another half day would have allowed us at least another session slot to allow for some more breadth and depth would truly be desirable. The Nashville team worked hard to showcase their city…and maybe we (I) could have spent more time in it, as well.

Jeff Poulin

Americans for the Arts has long been a national leader in the arts in America. For decades, the organization, too, has been involved in the advocacy of the inclusion of the arts as part of a quality education for all students in the United States.  Today, we work to ensure that all Americans have access to quality arts education in school, out of school, and throughout adulthood.

What makes this possible, you ask?

My answer: when people who care about arts education speak up and are heard.

The Arts Education Council of Americans for the Arts has crafted an event to help people like you from across the country build the skills necessary to speak up (advocate) and be heard (by elected officials, decision makers, the media or whoever you like!)

George Patrick McLeer

As we sat down with our Congressmen this past March during National Arts Advocacy Day, one message kept coming out of my mouth, “In my community, we don't just 'fund' the arts, we use the arts.” I didn't arrive in Washington with that phrase in my mind. I didn't even think about it until after our “advocacy sessions,” the day before we visited Capitol Hill.

What alarms me the most about our annual trek to Capitol Hill is that our ask never seems to change— “We would like our Representative/Senator to support funding the NEA/Arts Education at this specific level.” We mention the ability to leverage the arts for economic impact, improve education, and make our lives more fulfilling, but at the end of the day we ask for money—either from the federal government or private citizens via tax policy shifts.

We need to stop asking for money and instead ask for a new vantage point.