Since introducing the Databox system nine months ago the Playhouse has seen an improvement in marketing, services, and sales. According to Niall McCaughan, the general manager, the improvement is expected to continue.

‘It’s after about 12 months of collecting data that we expect to really notice the difference.’

What was previously a manual system has been transformed. Using Databox the Playhouse is able to capture information on its patrons that can then be used to target marketing and produce detailed reports of the venue’s clientele.

Recording patron contact details is important but the answers to a few simple questions also provide an interesting insight into the venue’s relationship with its patrons. By finding out what other performances the patron is interested in, as well as discovering where they look for information on the Playhouse has meant that McCaughan can be sure the marketing budget is spent effectively.

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