Audience Analyst

**Responsibilities**:
Job description

Job title: Audience Analyst

Public Engagement,
Department: Contract: Permanent

Curatorial and Collections

Communications and
Reporting To: Hours per week: 37

Marketing Manager

1. Job purpose

To provide relevant and timely audience data and analytics to support business decision making and to support a culture of insight and audience focused decision making.

2. Dimensions

Budgets
To manage the following budgets in year, keeping within budget:
Audience Research; £30K

Line Management
Direct Reports:
None

Role Impact
- Ensures audience data is driving organisational decision making
- We better understand the audience and what audiences are telling us and where audience trends are going
- Ensures commissioned data meets organisational requirements
- Pulls together data from different sources across the organisations, analyses and presents overview and implications coherently and accessibly
- Develops briefs for externally commissioned research and ensures they bring maximum value and impact to YMT
- Ensures timely and correct data is reported to Arts Council
- Flags early warning risks made clear through data analysis
- Helps create a culture of using effective data driven decision making through staff support and training.

3. Principal accountabilities

Core Responsibilities
- Commissions and contract manages external audience research contracts
- Commissions and collates internal audience research and data collection
- Pulls together data from all relevant sources across the organisation to produce regular and timely audience insight reports
- Analyses and reports against audience data internally and externally to key stakeholders including Arts Council England
- Works closely with Senior Leadership Team and Wider Management Team to ensure relevant and timely commissioning, collating and reporting against data
- Manages Power BI for the organisation
- Supports teams to adopt audience focussed practices through using data to inform decision making at all levels of the organisation
- Ensures that qualitative and quantitative data is collected and used appropriate
- Ensures social media data is collected and used to drive greater engagement.

4. Key performance measures
- Public Programme delivers against audience targets and audience development plan
- Marketing and social media investment drives visitor numbers and engagement
- Data is used at SLT and WMT level to regularly inform all aspects of decision making
- Audience forecasting is responsive and accurate
- Risks around specific audiences are flagged and managed early
- Reporting to Arts Council is timely and correct

5. Knowledge, skills, experience and behaviours

Knowledge
- Strong understanding of audience data analysis
- Strong understanding of best practice in commissioning and carrying out audience research including both quantitative and qualitative data collection
- Strong knowledge and understanding of digital data analytics
- Strong knowledge of statistical analysis
- Robust understanding of audience segmentation models and audience demographics including protected characteristics
- Detailed knowledge and understanding of GDPR / data protection legislation and best practice

**Skills**:

- Highly analytical thinker
- Highly skilled with data analysis
- Ability to analyse complex data sets and distil clear and succinct conclusions and recommendations
- Ability to communicate complex data for others to engage with effectively
- Ability to work with both quantitative and qualitative data
- Strong people relationship skills
- Creative thinker and problem solver
- Highly organised
- Highly IT literate with the ability to use data tools such as Power BI / visualisation tools, Excel and data analytics tools

Experience
- Experience of providing written / visual data reports to inform decision making at a senior level
- Experience of commissioning high quality, relevant audience research
- Experience of reporting data for use in driving decision making in organisations
- Experience of analysing and summarising data from different sources

2
- Experience of digital data analytics in relation to driving audience engagement
- Experience of commissioning audience research
- Experience of contract management
- Experience of managing budgets

Behaviours
- Commitment to Continuous Professional Development for self and others
- Inspiring managers, colleagues and staff to be creative, ambitious and constantly improving, and to empower teams through delegation, support and performance management
- Actively leading and promoting a culture of audience focussed data collection
- Commitment to equality and diversity and an understanding of how this commitment applies to this role.
- Commitment to environmentally sustainable practice in the development and delivery of exhibitions.

6. Key relationships

Senior Leadership Team

Wider Management Team

Financial Controller

Public Engagement Manager

Communications and M