Introduction
Equal access to cultural activities is a matter of social justice and is important in building a fairer society, stronger communities, equitable regeneration and positive civic change.
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This was the underlying goal of a large-scale audience development pilot in Region Skåne in 2022/2023. We believe underpinning the drive to greater cultural engagement, across all society groupings, is the systematic collection and application of audience data.
Since then the Alliance has held 6 international meetings across 5 regions, with 35 organizations from 14 countries across Europe.
The Alliances’ previous meetings in Antwerp, Malmø, Berlin and Copenhagen successfully culminated in the Ghent Declaration: Empowering the Cultural and Creative Sectors in Data-Driven Audience Development, formalizing our work in an official EU policy and investment framework.
The Advisory Team
The EADA is a voluntary body comprised of organizations dedicated to increasing the general public's cultural engagement through the adoption of data literacy, data transformation and data infrastructure best practices.
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The EADA is governed by a Chairperson and an Advisory Team.
The European Union - Ghent Manifesto
On May 14th, 2024 the Council of The European Union concluded the following recommendations on empowering the cultural and creative sectors through data-driven audience development:
• Developing policy frameworks for data-driven approach.
• Encouraging smarter and ethical sharing of audience data.
• Promoting digital skills and engagement in EU-funded programs.
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The European Audience Data Alliance (EADA)
The EADA has played an important role in formulating the recommendations now approved by the EU. The EADA was formed as an informal forum for cultural agencies and sector support organizations across Europe, reflecting a desire to share insights and coordinate audience development projects.
Meetings have been held biannually in Antwerp, Malmø, Berlin, Ghent and Copenhagen and currently comprises 35 members from 20 countries.
Focus Areas
Our key focus areas are:
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Developing digital transformation strategies for cultural organizations and funders/agencies.
Creating methods and case-studies for measuring citizens cultural engagement across all art-forms. -
Development of data literacy strategies through growing awareness, capabilities, skills and access to tools and resources.
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Developing data-exchange and management dashboard/infrastructure solutions for policymakers.
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The development of standards and benchmarks - facilitating the building of a common language and methodology for audience development strategies.
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Data analysis: Analysing audience data to extract valuable insights, identify trends, and make data-driven decisions to enhance programming, marketing strategies, and audience engagement initiatives
Audience Growth and Retention: Implementing strategies to attract new audiences, retain existing visitors, and build loyalty through targeted outreach, promotions, and retention programs
Data Literacy: Understanding data and creating a language for data in the cultural institutions and making them able to read, understand and process data
