What role can data play in fueling marketing innovation? 

According to Capacity Interactive President Priya Iyer Doshi, data is key to identifying opportunities to enhance your marketing strategy or optimize your media mix. 

The digital marketing firm’s latest insights can be found in Cultural Compass, the company’s advertising benchmark report. Sourced from 150 organizations, 7,000 advertising campaigns and millions of dollars in ad spend across North America, the research serves as a best-practice guide for arts marketers. 

“We built this study to share the data, to learn from the data, to find solace in it, to celebrate and to commiserate in it,” Priya said. 

At TLCC Washington, D.C., Priya presented three takeaways from the report. From the untapped potential in third-quarter campaigns to the ideal video length for optimal engagement, these insights are valuable to the arts and culture sector.

"This data is really setting free our creativity to make decisions that are more informed."

Cultural Compass aims to inspire experimentation and nurture growth. Arts and culture organizations can harness the research to reassess their current approach to digital marketing. 

“This data is really setting free our creativity to make decisions that are more informed,” Priya said.

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Priya Iyer Doshi presented this talk live as part of Tessitura’s Innovator Series at the Tessitura Learning & Community Conference in Washington, D.C., in August 2024.