From Norwegian to Nordic CID

Over the past two years MarketHype and Norsk Publikumsutvikling have collaborated to develop a shared Customer Insight Dashboard for NPU Members across the cultural sector, based on MarketHype existing tool for individual organizations. The collaboration has resulted in both new benchmarking features for the individual organizations, and the development of a totally new insight platform for the sector. The platform is called NPU CID  (= NPU Customer Insight Dashboard).

Vision: a strong and connected cultural sector across Nordic borders

We believe in a strong and connected Nordic cultural sector based on increased public support and audience engagement. Our way of supporting this is to establish a Nordic platform for Audience development based on

• Harmonized Nordic Audience Data Sets*
• Shared Nordic Arts & Audiences Insight Dashboard*
• Shared Audience Engagement Insight and Practices through webinars, small scale in person events and conventions

Mission: Creating a Nordic Arts & Audiences learning platform

• Enables organisation-specific audience data analysis as well as benchmarking between participating organisations
• Offers an industry platform for peer exchange and shared insights and learning
• Offers tools for better audience understanding and activation, as well as preparedness to meet increased demands on self-funding
• Empowers cultural leaders to take cultural responsibility - i.e. legitimize public funding and argue for increased cultural budgets

The tool that makes datasharing possible in a nutshell: MarketHype

• Integration with various ticketing and booking systems
• Transaction data harmonization (de-duplication, streamlining data from various sources)
• Transaction data enrichment (gender, age, geo-coordinates, psychographics, socio-demographic background)
• Marketing tools tied to transaction data (email, SMS, automations, surveys, etc.)
• Analytics (e.g. on sales & marketing activities, audience segments, demography, behaviour...)

We are now expanding the NPU CID model to include all Nordic countries. This will enable audience data analysis between user organisations, creating a unique data set for building Nordic audience insight. Value is created for the individual organisations, and ultimately their audiences. Reliable Nordic audience insights fuel data-driven industry advocacy.

What we have:

• An audience data tool and platform (MarketHype)
• Audience data from 250 Nordic user organisations
  • Transactional data
  • Audience demographics and behaviour
  • Survey data (from October 2025)
• Ticket system integration capacity
• Rich set of relevant data points
• Interface for data benchmarking on aggregated level (pilot: NPU CID)

New tools:

• Nordic benchmarking features for the individual organizations
• New data points tailored for current industry needs (e.g; income, education, lifestage - what do you need to know?)
• New tools for data analysis

New forums:

• Channels for sharing insights and practices
  • Reports and webinars
  • Nordic Arts & Audiences Forum (bi-annual convention)
  • Alliances with industry stakeholders

• How is the performative arts market growing?
• Who is buying tickets, who is not? Returning customers vs. first-time buyers.
• What are they buying and when? Understanding the relation between programming, communication and audience engagement.
• How much are they spending, how often? Understanding income development.
• Also: New survey tool links transactional data to poll data, revealing not only who is buying but also what they think and feel about it.