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13 leading international experts share their knowledge

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?

Into Culture is convinced that (cross-cultural) collaboration with regard to visitor data has a big impact on the cultural sector, so in 2021 we’ve put together two (online) programmes that see experts put significant theories to the test and share their knowledge.

Please watch back the inspiring talks by Van Gogh Museum, Concertgebouw, The Audience Agency (UK), publiq (BE), Amsterdam Dance Event and many others.

Thanks to our partner cultuurticket.nl, you can watch back the Talks for free in this library. To watch a video, click play and subscribe.

Opening Into Culture Conference #1

Aldith Hunkar (host) & Chris van der Vorm (founder Into Culture)
A warm welcome from our host Aldith Hunkar and conference initiator Chris van der Vorm who will introduce the conference.

Research on Cross-cultural behaviour

Koen van Eijck (Erasmus University)

Professor Koen van Eijck presents the research at the heart of this conference. The quantitative research – recently commissioned by Into Culture – explores the cross-cultural behaviour of culture lovers.

How to use online streams in the cultural sector

Harmen van den Hoek (Noord Nederlands Toneel)

Managing Director of the Noord Nederlands Toneel shares the success story of the NITE art delivery service. NITE reinvents what theatre can be and rediscovers its significance in times of coronavirus. Everything is online. A virtual hotel as a ‘new theatre’, or perhaps a simulated theatre experience.

Digital strategy and challenges at Concertgebouw

Job Noordhof (Concertgebouw)
Job Noordhof, Head of Marketing, Communications and Sales at Het Concertgebouw in Amsterdam will introduce us to the Concertgebouw’s marketing strategy: how do they use visitor data and what lessons can be shared with us.

From big ideas to giant leaps

Jenny Elissen (giantleapers.com)

Jenny Elissen, one of the Netherlands’ most successful businesswomen, spent 25 years in branding (she was CEO of advertising agency TBWA) and new business development (at the NewGenes business innovation network).
In this talk Jenny introduces her vision of the digital future of the cultural sector, using the ‘From big ideas to giant leaps!’ method.

Using Data & Insights at the Van Gogh Museum

Laurine van der Wiel (Van Gogh Museum)

As the Van Gogh Museum’s Insights Manager, Laurine van de Wiel focuses on market and consumer research, and the museum’s target group strategy. She also heads a team exploring capacity issues at the museum. In every aspect of Laurine’s work, her priority is always visitor experience. Laurine shares how the museum is using data & insights and tells about the challenges they face.

Opening Into Culture Conference #2

Aldith Hunkar (host) & Chris van der Vorm (founder Into Culture)
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 (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.

Shared data: towards a shared platform for the cultural sector

Frederik Bastiaensen (publiq, BE)

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

Aldith Hunkar interviews founders Amsterdam Dance Event

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)

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.

Recap of Into Culture Conference #2

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?