English Touring Opera recently released the “results” of a survey they had run about audiences’ attitudes to opera in cinema. The Stage headlined it as “Opera screenings failing to boost interest in the art form, survey finds” and this was the gist of most of the reporting of the story.
I’ve had a good look at the survey report and, unsurprisingly, the headlines don’t necessarily reflect what’s there. Firstly, it’s a well carried out study, with robust methodology, although there are problems with the sample. It’s both very small (234 for the quantitative part) and almost completely London-based. The findings might have been very different if it had been carried out regionally. Continue reading →
I’ve just run a split test. After 8 days, Kissmetrics Statistical Significance Calculator tells me “We are 100% certain that the changes in Test B will improve your conversion rate.” In fact, I ran four tests and got this response for two of them. The graphs show a solid increase in each case (a 28% improvement in one and 42% in the other).
Clearly, for the two that worked, I should switch to the new version and for the other two go back to the drawing board. I did something right for two of the tests and didn’t quite get the creative right on the other two.
To clarify my previous post, I’m not against A/B Testing when it’s carried out properly, and I’m certainly not against experimentation. I am steeped in the idea of continuous improvement and think you should be continually seeking to improve your product and its promotion.
Following my previous posting, in which I said marketers are quick to attribute results to their own activity, I’ve just had a small but perfectly formed example.
For some shows I’m selling in London, I made a change last week (basically switched ticket agents in order to reduce booking fees for the customer) and I’ve been anxiously watching sales all week to see if it had an effect.
At the end of the first week, ticket sales through those channels increased by 70% on the average for the previous 6 weeks, with a 39% increase on the highest of those earlier weeks (always beware averages!). And all this in a week when the sun came out and people deserted theatres and cinemas in droves. Continue reading →
What on earth am I doing pitching in to the over-blown, done-to-death Samantha Brick/Daily Mail furore? Surely there’s NOTHING else to be said?
Well, like millions of others, I was fascinated by this story. It had something to irritate and appall almost everyone: there was gender politics, a dash of titillation and lashings of bad behaviour, from delusional vanity and sisterly betrayal to vicious cyber bullying. If the original pitch didn’t float your boat, there was something for everyone in the various spin-off debates. Continue reading →