Arts and cultural organizations have more data than ever before, yet many leaders still struggle to know what to measure… or how to act on it. Too often, we drown in reports, track numbers no one uses, or rely on anecdote instead of evidence. The result? Decisions shaped by habit, instinct, or overload rather than clarity. 

In this episode, we explore the six must-know audience and revenue metrics that truly matter. Along the way, we unpack why culture and leadership, not technology, is the real barrier to data-driven decision making, why comps don’t build future audiences, and how inflation is quietly eroding per-ticket revenue. 

This is a call to stop chasing every data point and instead build a culture where focused, actionable metrics drive your strategy. When organizations simplify and align around the right numbers, they can sharpen campaigns, retain more audiences, and grow sustainable revenue. 

Key takeaways you can act on: 

• Stop drowning in numbers: Most sales reports don’t matter. Focus on the few metrics that actually impact outcomes. 
   
• See the full picture: New, loyal, and lapsed buyers behave differently; if you’re not tracking them separately, you’re probably still guessing. 
   
• Retention is everything: New audiences are vital, but they only deliver long-term value if they return. Without retention, acquisition spend is wasted. 
   
• Units matter as much as money: Raising prices can make the numbers look good while audiences slip away. Headline revenue isn’t the same as real success. 

• Measure what matters: Conversion and response rates aren’t glamorous, but without them you’ll never know if campaigns are really working.  

• Smart spending fuels growth: It costs money to win and keep audiences. Treat it as investment; cut it, and you put your future at risk.