Building a Data-Driven Culture in the Arts: From Institutional Research to Cross-Sector Lessons

October 2024

How can arts and cultural organizations build a truly data-driven culture?

This question, raised by a museum member within the ABA membership, prompted a qualitative research study examining how organizations structure Institutional Research, Planning, and Analytics functions—and how lessons from higher education and other sectors can inform the arts. The study combines interviews with leading institutions, cross-sector case studies, and desk research on data governance, analytics infrastructure, and organizational design.

Findings from the research include:

• Institutional research is shifting from reporting to strategy.
  Across sectors, IR teams are evolving from service providers that generate reports to strategic partners that guide planning, forecasting, and organizational learning.

• Centralization works best when paired with departmental ownership.
  Leading institutions increasingly adopt hybrid or federated models—where a central team provides governance and standards while departments retain autonomy to apply data within their specific contexts.

• Data culture depends as much on people as on technology.
  Organizations that successfully embed analytics invest in staff training, communities of practice, and shared definitions that help employees interpret and act on insights.

• Governance should enable collaboration, not constrain it.
  Clear roles, stewardship frameworks, and transparent access policies help institutions balance data integrity with flexibility and innovation.

• Arts organizations are moving along a data maturity journey.
  Many institutions begin with fragmented systems and manual reporting, but can progress toward integrated infrastructure where insights inform programming, audience engagement, and long-term strategy.

The full report is available to ABA members by clicking below.

This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.