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FULL HOUSE: Turning Data into Audiences is a ticketing and marketing manual written by Roger Tomlinson and Tim Roberts with contributing author Vicki Allpress-Hill. It is aimed at assisting arts and entertainment organisations to maximise the data they collect on customers, their transactions and behaviours.

As the ticketing and marketing manual for the arts, FULL HOUSE develops a more strategic relationship with customers. Without the right structure and relationship between customer-facing staff and those responsible for managing the strategy for relating to customers, the relevance of the information in the customer database will remain locked inside it.

Rather than just treating the Box Office as an inconvenient external service, FULL HOUSE puts the customer first and Box Office at the centre of arts marketing and audience development.

FULL HOUSE: Turning Data into Audiences was commissioned by Creative New Zealand, the Arts Council of New Zealand Toi Aotearoa in partnership with the Australia Council for the Arts.

Download two sample chapters of FULL HOUSE

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