10 november 2021, Online only


The impact of visitor data on the cultural sector

Data & insights
the future of the cultural sector

Are you a (marketing) professional at a cultural institution looking to improve your ability to reach a bigger and more diversified audience? Do you want to learn more about the potential impact and use of visitor data and insights? Join us on November 10 to be inspired by talks by leading international experts. Into Culture is convinced that (cross-cultural) collaboration with regard to visitor data has a big impact on the cultural sector, so we’re putting together an online programme that sees experts put significant theories to the test.

Five urgent assumptions addressed by leading experts

Gathering, analyzing, and using visitor data through a shared platform offers cultural institutions new audiences and greater and more sustainable income.

There is insufficient trust among cultural institutions to establish a digital data marketplace.

Audiences of cultural institutions are willing to share personal data if they receive valuable content and recommendations in return.

If the cultural sector fails to collaborate on data and privacy, it will lose control and give away all of its power to the large tech organizations such as Google, Amazon and Facebook.

If all cultural institutions share their visitor data, we will see a broadening of tastes, greater diversity and improved inclusivity among existing and new audiences.

Sneak preview
Five key insights

Into Culture researched the cross-cultural behaviour of culture lovers, and their willingness to share visitor data with cultural institutions. On November 10, Professor Koen van Eijck (Erasmus University Rotterdam) will present the insights.
Can’t wait to find out about the five key insights from this research?




Aldith Hunkar & Chris van der Vorm (Ticketing Group)

A warm welcome from our host Aldith Hunkar and conference initiator Chris van der Vorm who will introduce the conference.


Culture lovers & their willingness to share data

Koen van Eijck (Erasmus University)

Professor Koen van Eijck presents the research at the heart of this conference. The qualitative research – recently commissioned by Into Culture and conducted by Dimitri Lahaut – explores the cross-cultural behaviour of culture lovers, and their willingness to share visitor data with cultural institutions.


The future of internet for the cultural sector

Leonieke Verhoog (Public Spaces)

Public Spaces is committed to safeguarding public values such as privacy, autonomy and transparency.  She will explore the possibility of creating a new non-commercial platform, away from Big Tech companies. Leonieke shares her ideas on how the internet may be used in the future for the cultural sector.


How to use data to increase relevance, reach & resilience

Frederik Fabricius (The Audience Agency, UK)

The audience agency practices and advocates for change in the cultural sector,. An audience-centred approach and the use of data are key in that process.

Frederik will introduce how The Audience Agency started and continues its work using digital methods.


Break with online stream

The Flying Dutchman by Holland Opera

Holland Opera pulled out all the stops to give this world-famous story a new look. This outstanding production is packed with tasteful details. Directed by Joke Hoolboom with music by Niek Idelenburg.


Shared data: towards a shared platform for the cultural sector

Frederik Bastiaensen (publiq)

Frederik is a strategist at publiq, a Flemish organisation that aims to stimulate participation in culture and leisure activities. Frederik will discuss the importance of shared data and a collective data-driven marketing platform to increase visitor numbers and encourage diversification of cultural experience.


Reaching out to your audience

Jan Willem van der Ven & Meindert Kennis (ADE)

How is the music industry dealing with the challenges of shared visitor data? What can museums, theatres and cinemas learn from reaching out to their audience? Aldith Hunkar interviews the initiators of the world’s largest dance festival: the Amsterdam Dance Event.


What can we learn from other industries?

Willem Koeman (Amsterdam Economic Board – AMdEX)

Aldith Hunkar chats with Willem Koeman from AmdEX, a organisation that enables safe and reliable data sharing. It operates as a public facility by all and for all, without dependency on third parties.Willem makes a comparison to other industries and how they make use of data.


Round-up: the impact of visitor data on the cultural sector

Aldith Hunkar, Chris van der Vorm, Frederik Bastiaensen, Frederik Fabricius

This panel reflects on the conference: what have we learned? What are the outcomes of the hypotheses? Where do we go from here?



Be inspired by our SPEAKERS

Already confirmed:

Aldith Hunkar


Frederik Bastiaensen


Meindert Kennis

Amsterdam Dance Event

Jan Willem van de Ven

Amsterdam Dance Event

Frederik Fabricius

The Audience Agency

Koen van Eijck

Researcher Erasmus University

Leonieke Verhoog


Willem Koeman

Amsterdam Economic Board

Chris van der Vorm

Ticketing Group

In June this year, Into Culture organised its first conference on cross-cultural visitor behavior. Prominent speakers from Van Gogh Museum, Concertgebouw and NNT shared their latest insights and strategies. Watch the conference here.

Be a Part of

Into Culture 2021

November 10th, 2021 | online


Many thanks to our PARTNERS

The Into Culture Conference is supported by Creative Europe, a European Union initiative for the cultural and creative sectors.

The Into Culture Conference programme was made possible thanks to our Flemish partner publiq. publiq is a specialist platform that unites audiences with a wide range of leisure activities in Brussels and Flanders.

Into Culture

The conference is an initiative of Into Culture, supported by Ticketing Group. Into Culture is driven by the conviction that cross-cultural collaboration with regard to visitor data benefits the cultural sector. Into Culture conducts research and organises conferences to share its insights in various European countries.