Queens Gallery: Exhibition by Exhibition Visitor Profiling
Box Office Analysis, Annual
The Queens Gallery required a method of monitoring attendees to their exhibitions within Scotland.
Unlike most galleries, the Queen’s Gallery and Palace of Holyrood House do sell tickets. This allows postcodes of bookers to be captured. Using the postcode data, The Audience Business segments QG bookers using geo-demographic profiling tools
The segmentation of bookers to each exhibition allows the Queens Gallery and the Palace of Holyrood House to monitor changes in types of bookers for each exhibition. In addition, the continual analysis of each exhibition allows the Queens Gallery to observe trends in booker patterns over time, and target marketing and promotional activities accordingly.