Audience segmentation is an important marketing tool that has been in practice for over 60 years – but are libraries achieving their full potential when it comes to harnessing their data? 

This presentation will explore how libraries can learn from the live performance and museum sectors' use of segmentation to achieve ticket sales, grow audiences, and make programming and budget decisions. It will explore the different types of segmentation possible, where your library may have useful data and how it may help you achieve a range of project outcomes: from making dynamic e-newsletters and creating social media ads to creating promotional material and planning programs.

This presentation aims to equip staff with the tools to reach their audience and better understand what motivates visitors to walk through the library doors by referencing campaigns in the GLAMR sector and beyond.