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Startup Aims to Harness Big Data for Broadway

With the Broadway League’s annual road conference in full swing, a startup aimed at arts presenters and producers has launched new software in the hopes of capitalizing on Broadway’s increasing interest in big data’s potential to increase sales and retain audiences.

The company, Arts & Analytics, timed the launch of its new software, PatronLink360, to coincide with the League conference, which brings into New York a wide swath of theater-industry players from around the country. As part of the software’s kickoff, Gallagher will moderate a May 14 panel at the road conference about baby boomers and digital usage.

PatronLink360, offered on a software-as-a-service licensing model, aims to help theaters and producers boil down complex patron data into easily comprehensible nuggets of information, steering them toward customers with similar purchase patterns or toward a promising crossover demographic. The software, which visualizes data in a simplified dashboard layout (pictured above), has been used in beta over the last few years at the Denver Center for Performing Arts, the Blumenthal Performing Arts Center in Charlotte, N.C., and the Lyric Opera in Chicago.

CEO Lee Gallagher, the IBM alum who founded Arts & Analytics in 2012, touts the fact that, unlike most precision marketing tools, PatronLink360 was crafted by and for people in the performing arts industry. The goal, he added, is to attract business thanks to the software’s ease of use and affordability.

PatronLink360 will be released in the third quarter of this year.

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