Most arts organisations collect a huge amount of information about their customers but a common problem is accessing this data and turning it into meaningful or actionable information to inform marketing. Profiling helps answer the questions such as 'who is our audience?', 'where is our audience?' and 'what are they like?'
Case studies on audience profiling derived from the author's book, FULL HOUSE: Turning Data into Audiences (Australia and New Zealand) are given as examples in this article as a way of 'analysing the catchment area and the customers - actual and potential - and generating reports, tables, maps and so on to illustrate these'.