St. Louis arts groups use Amazon.com model to target growth - St. Louis Business Journal:

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The organizations participate in DART Database of the Arts a marketing project begun by the to help cultural groupsincrease audiences, ticket sales and museum DART’s initial research phase, whicnh cost $135,000, is coming to fruition a year afted its March ‘08 launch, accordinbg to RAC Executive Director Jill McGuire. The organizations pooleds a databasefrom 1.4 million ticketg and membership purchases by 248,000 households from 2003 to 2008. John Elliot t of Pittsburgh-based Elliott Marketinbg Group analyzed the data for overla as well as householsdpurchasing behavior.
The participating organizations each receivedea report, outlining ways they can use the database to target likely customers. Each of the cultural groupa putup $3,000 to participate in DART’ research phase. “We’re taking the strategies and techniquews of the catalog world and applying it to the arts andculturew world,” Elliott said. He likens the process to that used by onlinew retailers suchas Amazon.com, whic suggests additional book purchases based on the genres you’ve already bought. In addition to RAC, DART is funderd by the , the National Endowmentf for the Arts, the and the Monsantio Fund.
McGuire said those sponsors have pledged additional supportfor DART’d second, direct-marketing phase that begins next RAC, $25,000; Staenberg foundation, $25,000; National Endowment for the about $10,000 as part of a largere grant; and Missouri Arts Council,