Our audiences are changing.

Today’s intergenerational audiences have a wide range of expectations when visiting museums or galleries. Tate’s mission is clear and consistent: to increase the understanding and enjoyment of art for everyone. But the organization’s brand, programs, spaces and channels mean different things to different people.

As a cultural and social space, Tate must accommodate those varying needs. Driving convenience and engagement has never been more important.

“The world has changed and is changing,” said Liam Darbon, Tate’s Director of Digital and Innovation. “And our audiences, our customers, our visitors, our supporters are changing, too.”

To address these changes, Tate introduced its “Win the Whole Visit” program. Liam shares how tactical programming adjustments are informed by audience data. Hear how an immersive Tate Edit retail shop heightens audience connection by marrying culture with commerce. Learn how they extend museum visitors’ exhibition experience with their “Something to Eat, Buy and Do” strategy.

“In times like these, it’s about ensuring we continue to challenge ourselves to be more audience-centric and more future-facing, whilst also becoming more financially resilient.”

He also explains Tate’s innovative approach to reaching future audiences using a single customer view. Tate leans heavily on CRM and transactional data in Tessitura to personalize interactions, integrating Tessitura with existing touchpoints in online and physical spaces.

“Pulling these against individual customer records allows us to deepen our understanding of audience behavior, segment more meaningfully and provide an individualized, brand-aligned experience at each interaction.

“This will be a foundational game changer for Tate,” he continued, “realizing the insights of our first-party data and allowing us to analyze and forecast future needs.”

•     •     •     

Liam Darbon presented this talk live as part of Tessitura’s Innovator Series at the Tessitura Learning & Community Conference in August 2023.

Preview image photo credit: Tate Photography.