The impact of visitor data on the cultural sector

Into Culture

Into Culture is a young organisation driven by the conviction that cross-cultural collaboration with regard to visitor data benefits the cultural sector. Into Culture conducts research and organises conferences to share its insights in various European countries.

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13 leading international experts share their knowledge

Are you a (marketing) professional at a cultural institution looking to improve your ability to reach a bigger and more diversified audience? Do you want to learn more about the potential impact and use of visitor data and insights?

Into Culture is convinced that (cross-cultural) collaboration with regard to visitor data has a big impact on the cultural sector, so in 2021 we’ve put together two (online) programmes that see experts put significant theories to the test and share their knowledge.

Please watch back the inspiring talks by Van Gogh Museum, Concertgebouw, The Audience Agency (UK), publiq (BE), Amsterdam Dance Event and many others.

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In 2021, Into Culture commissioned two researches which were conducted by Dimitri Lahaut. They explore the cross-cultural behaviour of culture lovers and their willingness to share visitor data with cultural institutions. We are happy to share the key insights and full articles with you. 

Five urgent hypotheses addressed by leading experts

In everything we do, we are inspired by five urgent hypotheses about data & the cultural sector. What’s your opinion on them? Feel free to get in touch and tell us via

Gathering, analyzing, and using visitor data through a shared platform offers cultural institutions new audiences and greater and more sustainable income.

There is insufficient trust among cultural institutions to establish a digital data marketplace.

Audiences of cultural institutions are willing to share personal data if they receive valuable content and recommendations in return.

If the cultural sector fails to collaborate on data and privacy, it will lose control and give away all of its power to the large tech organizations such as Google, Amazon and Facebook.

If all cultural institutions share their visitor data, we will see a broadening of tastes, greater diversity and improved inclusivity among existing and new audiences.

Many thanks to our PARTNERS

The Into Culture Conferences were supported by Creative Europe, a European Union initiative for the cultural and creative sectors and by Ticketing Group. The Into Culture Conference programme was made possible thanks to our Flemish partner publiq. publiq is a specialist platform that unites audiences with a wide range of leisure activities in Brussels and Flanders. Also a big thanks to our partner DEN, for sharing their knowledge with us and promoting our initiatives.