For arts and cultural organisations, the giving and requesting of audience or customer data can provide valuable information as to the demographics of your audience, the popularity of events, and contact information for future marketing activity.
However the sharing of this data can get complicated when you factor in scenarios such as touring companies, venues with restaurants who use external booking software or the use of third parties such as Eventbrite and MailChimp. Where does responsibility over making sure audience data is safe, secure and up to date fall once data is shared?
Before you enter into a data sharing agreement, it’s useful to ask yourself a few questions before you dive straight in and start handing out information to everyone who requests it.
If you are asking for data to be shared with you, ask yourself:
- Is there a good reason why you need access to the data?
- Will it benefit your audience?
- Have you made clear what you would be using the data for i.e. direct marketing, audience profiling?
- Is there a clear data sharing contract in place which informs all parties of their roles and responsibilities?
- Do you have systems in place to be responsible data controllers once data has been shared?
- Are communications boundaries in place with data controller based on amount, regularity and relevance of communications to data subjects for both parties?
If you are considering sharing your data, ask yourself:
- Is the data you are sharing correct in the first instance in order to pass on?
- Is your data sharing contract legally binding and inclusive of all GDPR requirements?
- Do you have systems and checks in place to inform data subjects of the sharing of their information?
- Do you have safe and secure means in place by which to transfer data?
- Does your organisation have a subject access request (SAR) timeline in place for both your own data and that that has been shared?
- Will sharing data interfere with your own activities surrounding marketing, audience development, etc?
Watch our video below with Alison Johnston of the ICO to hear more about how you can benefit from data sharing.
For more information on data sharing agreements and the legalities involved, you can find more details on the ICO (Information Commissioner’s Office) website, and this useful data sharing dedicated web resource from Arts Council England.