Audience and Revenue Data Analyst

Date: February 19, 2025

Department: Marketing & Programming

Report to: Vice President & Executive Producer

Status: Exempt Full-time

The AT&T Performing Arts Center is a nonprofit foundation that operates and programs a 10-acre campus comprising three premier performance venues and a park in downtown Dallas. Audiences enjoy the best and most recent from Broadway, the finest dance companies globally co-presented with TITAS Presents, and top concerts, performers, and cutting-edge speakers. Thousands of students explore and more deeply experience the arts through the Center’s education program, Open Stages. The Center also offers free programming for audiences from every part of the community.

The Center’s five resident companies are among the city’s leading arts institutions: Anita N. Martinez Ballet Folklorico, Dallas Black Dance Theatre, The Dallas Opera, Dallas Theater Center, and Texas Ballet Theater.

Designed by internationally acclaimed architects, the Center’s campus includes the Margot and Bill Winspear Opera House, Dee and Charles Wyly Theatre, Annette Strauss Square, and Elaine D. and Charles A. Sammons Park, some of the world's finest performance venues.

• Our Purpose- Shape the stage for life to thrive in Dallas
• Our Vision -To be a catalyst for imaginative excellence that enables economic and artistic growth for Dallas
• Our Mission- We are a vibrant cultural hub that provides, operates and activates exceptional spaces for artists, artistic organizations and our community.

At the core of the Center's culture are the values that shape its people's actions. We are deeply committed to cultivating an atmosphere of inclusion, diversity, and equity, extending our dedication to our staff, artists, community, and beyond. Our foremost commitment is to listen to each other, learn from each other, and take a stand for what we know is right. By doing so, we strive to ensure that every individual feels valued, respected, and secure within our organization.

The Center’s Core Values are to passionately pursue our mission by being:

• Achievement Focused - Committed to the advancement and cultivation of the Performing Arts in Dallas
• Community Minded – Actively fostering and participating in meaningful community interactions
• Customer Service Driven – Dedicated to the service of internal and external constituents so that all want to return
• Flexible – Willing to change to achieve results

Job Summary

Under the general direction of the VP and EP, the Audience and Revenue Data Analyst optimizes revenue and audience engagement through data-driven decision-making. This position combines analytical expertise with marketing strategy to drive ticket sales and enhance promotional effectiveness.

This position is responsible for sophisticated database management and segmentation, creating targeted user profiles and personas to support marketing initiatives and sales campaigns. It will manage and analyze comprehensive datasets to inform pricing strategies, including dynamic pricing adjustments, initial scaling recommendations, and inventory management.

This position requires a detail-oriented, highly organized team player with excellent interpersonal skills who works seamlessly and efficiently with Center staff and stakeholders. Essential skills include thriving in a fast-paced, ever-changing environment while maintaining high professionalism. Must be a self-starter and work autonomously using independent judgment. Extensive interdepartmental collaboration is expected. Duties may be assigned or modified as needed by the VP and EP. A positive attitude towards the position and the Center’s Core Values is imperative.

Key Areas of Responsibility

• Perform market research to understand customer preferences, including designing and analyzing post-performance surveys and occasionally surveying subsets of the customer database
• Perform research on market trends, sales histories, and other publicly available data to inform programming decisions, especially for artists who do not report to Pollstar
• Review inventory of existing reports available in Tessitura (customer database) to identify data tools that can be used to inform marketing and programming decisions
• Design complex queries that our data services team can execute to analyze sales performance metrics, customer behavior, lead generation, and campaign effectiveness
• Segment database to create user profiles, personas, and “lookalike profiles” for ticket sales campaigns and fundraising initiatives
• Seek tools (including potentially AI) to append data to our customer database to further aid in customer segmentation 
• Regularly analyze price scaling and inventory of shows on sale to recommend adjustments to holds and dynamic pricing. Consider and evaluate third-party and AI tools to support this effort
• Review current pricing strategy and recommend changes to standard price scaling to maximize revenue per available seat
• Calculate ROI on ad campaigns to help inform media mix adjustments
• Calculate ROI on discount and other promotional campaigns to inform future strategy with a focus on maximizing revenue
• Recommend strategies and create mailing lists for email campaign initiatives for targeted revenue strategies
• Support e-mail marketing segmentation
• Project sales results on a show-by-show basis to feed into monthly projection
• Support programming in price scaling recommendations before launching shows
• Provide support to the marketing team on keyword selection for social media, paid search campaigns, and website SEO

• Bachelor’s degree in Business, Market Research, Business Analytics, Marketing, or a closely related discipline or a minimum of two years of experience working in a related field
• Experience in performing arts, sports, airlines, theme parks, or other limited inventory ticketed experiences is preferred 
• Experience working in and managing a Customer Relationship Management platform (CRM), with experience in Tessitura, Ticketmaster, or Salesforce preferred
• Ability to interpret data, identify patterns, and draw meaningful conclusions
• Comfort working with imperfect data 
• Strong communication skills to deliver presentations, effectively communicating data insights to both technical and non-technical audiences
• Ability to inform database queries to extract and manipulate data from CRM
• Understanding of sales and marketing processes
• Knowledge of web analytics platforms, preferably Google Analytics
• Ability to cultivate a positive work environment through respectful and collaborative means 
• Proficiency in Microsoft Office Suite, particularly Word, Excel, and PowerPoint, is required
• Knowledge of and deep appreciation for the performing arts is preferred

Supervisory Responsibility

This position has no supervisory responsibilities at this time. 

This job description is not intended to be construed as an exhaustive list of all responsibilities. The VP and EP may assign or modify duties, tasks, or projects as needed. Extensive interdepartmental collaboration is expected. This position is exempt and may require more than 40 hours when required.

AT&T Performing Arts Center is an equal opportunity employer committed to the belief that everyone is entitled to equal employment opportunity.