DataArts - Cultural Data Profile

The Intersection of Marketing Strategies and Diversity

In an ideal world, people from diverse racial, income, and education backgrounds socially interact in public settings in search of cultural exchange and understanding. But what role can and should marketing play in promoting these interactions at arts institutions? New research from SMU DataArts, which studies household transaction data and marketing strategies at cultural institutions, shows the links between marketing strategies and the socio-economic and racial diversity of audiences. Conference attendees will learn how strategic marketing choices enhance or inhibit opportunities for cultural exchange and understanding among the full spectrum of a community’s diverse populations. Dr. Zannie Voss is the Director of SMU DataArts, an arts research and data center at Southern Methodist University.