I know what you did last summer 
Arts Audiences In London 1998 2002

Orian Brook
Audiences London

Background

Since the development in the late Eighties of sophisticated box office software, performing arts venues in London have been accumulating enormous databases of complex and increasingly high-quality information on their customers. Adoption of direct marketing of more or less sophistication has been widespread, and basic reporting is offered by the various software systems, but arts organisations in general lack the resources to carry out more extensive analysis of this potentially rich seam of information.