Look At That, Older Age Groups Do Use Mobile

Recently, I had the pleasure of conducting a private Google Analytics training session with a performing arts organization and one of the skills we covered was how to use the Secondary Dimension function to cross tabulate data. During that process, one of the items we uncovered is the top three age groups that converted to ticket purchases using mobile devices were Women, age 55-64; Women, Age 65+; and Men, age 55-64.

It was a fun lightbulb moment for the arts admins as they had recently been trying to drive that concept home to key decision makers but lacked the data to support their position.

All it took to generate actionable decisions and begin securing decision maker buy-in was two clicks inside Google Analytics.

Two. Clicks.

That’s how crazy easy it is to use Secondary Dimensions inside Google Analytics.

In order to make sure everyone knows about this little feature, I published an article at ArtsHacker providing step by step instructions on its use and some useful examples of data to cross tabulate.

Get Even More Of That Sweet Google Juice Using Secondary Dimensions

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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