An Introduction to Online Audience Segmentation

Event Date:30 September 2021 10:00 am — 30 September 2021 12:15pm
This national online Museum Development workshop will provide an introduction to digital audience segmentation for museums.

About this event

This session will give you a grounding in what segmentation is and how it can help you better understand your audiences. We’ll look at what sort of data you need; touch on the different models that you may have heard of; we’ll look at methods of data collection, and we’ll use some case studies to illustrate what works and how it works.

What will participants gain?

  • A new understanding of what audience segmentation is and how it can help to better understand your audiences
  • Understanding data requirements to effectively work with audience segmentation models
  • How to apply learning from audience segmentation to engaging better with online audiences

This will be an interactive session using the online platform Mentimeter. Instructions of how to use the platform will be sent ahead of the session to all delegates.

Session leaders:

This national online workshop is being hosted by the Arts Marketing Association on behalf of Museum Development providers in England and Wales. The session is being led by Helen Palmer a Marketing & Audience Development Consultant based in Manchester but works across the UK and internationally. She set up PalmerSquared over 15 years ago with her twin brother Andrew and they work with arts and heritage organisations, public sector bodies, consortia, funded programmes. They are currently working with a number of museums and heritage attractions including Worsbrough Mill (Barnsley Museums), Manchester Jewish Museum, Museum of the Order of St John in London and Spode Museum Trust in Stoke-on-Trent.

Who should attend?

This session is aimed at all Accredited museums and those working towards Accreditation in England and Wales. This webinar is most suitable as an introduction to the topic or as a refresher.

We have a number of spaces available for non-accredited museums or heritage sites and freelancers in the sector. You can book your tickets by selecting the ‘other’ ticket at registration.

Please note: this event is being run by Museum Development providers across the UK, and places have been made available to museums in the south east region.  By signing up to the training you agree to adhere to our terms and conditions, including completing the post session evaluation.

By booking a place onto a South East Museum Development training event, you are agreeing to the following :

  • To ensure fair distribution, only one representative from each museum can book a place on this training course. Additional bookings from the same museum will go on to a reserve list. Places on this training course will be confirmed by email.
  • It is a condition of receiving the training provided without charge that the evaluation form is completed by the specified deadline in the email notification, unless a paper evaluation is specifically provided on the day of the training session for completion before the end of the session.

Book your place here

Accessibility Options

The following options may make it easier for you to use this website

Change the contrast of colours and text

Change the size of the size of the text

Toggle the display of images