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July 07, 2016

Data Plus Dance Produces Record Season for Boston Ballet

The Boston Ballet is crediting data- and digital-driven improvements to its ticketing and marketing techniques for record revenues and its best attendance figures in more than a decade, writes The Boston Globe.

The 53-year-old troupe sold 191,000 tickets during the 2015-16 season and took in $13.8 million, besting its previous revenue high by $1.4 million. Attendance, usually dominated by sold-out weekend shows, was better distributed this season, with performances selling at 75 percent capacity on average.

Taking a page from pro sports teams’ playbook, the organization used analytics to closely monitor box-office results and introduce dynamic pricing to spread sales more evenly across all performances. Ballet officials said an enhanced social-media presence and programming that alternated performances of traditional and contemporary ballets also helped drive the attendance gains.

Read a Chronicle of Philanthropy special report on nonprofits using data in innovative ways to meet mission goals.