Business solutions company Activity Stream has teamed up with arts charity The Audience Agency to support arts organisations implementing “better decision making” using data.

Activity Stream focuses on technology solutions within the live entertainment and sports industries, with several ticketing partners, such as Ticketmaster and Eventim. The platform applies artificial intelligence and data analytics to create actionable insights.

Through the partnership, Activity Stream users can access customer tagging through the UK-based firm’s Audience Spectrum Licensing.

The Audience Agency is a mission-led charity that helps enable cultural organisations to use its national data to increase their “relevance, reach and resilience.” Its partners include the National Trust, Barbican and the British Museum.

Activity Stream, based in Reykjavik, Copenhagen, and Belgrade, and operating across UK, mainland Europe, US, and Australia, offers tools that analyse both ticketing and online activity, and is already working with several UK venues, including New Wolsey in Ipswich.

Martin Gammeltoft from Activity Stream said: “We are very excited to add the power of the audience profiling to our solutions. Above all, it will enable venues and arts organisations to get a more comprehensive understanding of their audience, and I am sure we will see some surprising patterns as well.”

Customer records within the platform can be tagged with a spectrum type, allowing segmentation used within Audience Finder to enhance the use of the platform’s features further.

Cimeon Ellerton, chief product officer at The Audience Agency, added: “We are delighted to enter a partnership with Activity Stream as part of our ongoing efforts to be as integrated and interoperable with the tools our clients use, or may wish to use, and to ensure the value of Audience Spectrum and Audience Finder is shared as widely as possible.

“The single customer view with the power of Audience Spectrum magnifies/amplifies the insight that each brings on its own. Audience Spectrum in Activity Stream means the relationship approach/comms/marketing can be tailored right from the first customer interaction.”

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