JCA Arts Marketing

Data-driven insights for effective marketing strategies.

Grow revenue. Grow attendance. Grow engagement.


JCA Arts Marketing, a fully-owned division of JCA, collaborates with cultural organizations to increase revenue, boost attendance, and grow patron value. We provide consulting and software services to institutions across multiple genres, including: museums, dance companies, opera companies, performing arts centers, symphonies, and theatres. 

We help hundreds of cultural organizations across North America use data-driven customer insights to craft more effective marketing strategies

Our history: In October 2014, JCA acquired The Pricing Institute, its US practitioners, and its offerings. The integration with JCA has allowed JCA Arts Marketing to provide enhanced products and services to the industry.

Pricing Consulting

We've provided pricing studies to hundreds of cultural organizations of all sizes and genres, helping them increase earned revenue through optimized pricing. We're experts in strategic pricing, including price setting, dynamic pricing, discounting, and house scaling.

Learn more about our pricing studies. 

 Segmentation Consulting

Through our segmentation consulting, you'll have a clearer picture of your ticket buyers and donors across a number of dimensions, allowing you to build marketing strategies that target the right people, at the right time, with the right message.

We offer four tiered types of segmentation consulting, which can be combined or customized for your organization: Customer Behavior Analysis, Behavioral Variables, Clustering, and Segmentation Strategy. 

Learn more about our segmentation consulting.

Customer Behavior Analysis

The best way to understand and motivate your customers is through a deep understanding of their buying behavior. JCA Arts Marketing digs deeper than you thought possible, by analyzing multiple years of customer transactional data. You'll have a clearer picture of your ticket buyers and donors across a number of dimensions, including:

  • Last purchase
  • Attendance frequency
  • Average price paid
  • Time between purchase and attendance
  • Number of donations
  • Average donation
  • Number of years of activity, and more.

Our clients use Customer Behavior Analysis to understand existing patron behavior and to predict how patrons might behave in the near future. The result? More insightful and effective marketing campaigns.

Learn more about Customer Behavior Analysis. 

CRM Readiness Assessments

What customer experience does your organization want to offer your patrons? Through a forthright and collaborative analysis of your platform, processes and people, we help you develop a roadmap to instill a CRM culture within your organization. You'll consider the complete customer experience—from the moment a patron becomes aware of your organization to leaving the garage after a performance.

Learn more about our CRM Readiness Assessments.

Segmentation Engine

The Segmentation Engine is a new web application that allows users to easily and quickly create a sophisticated audience, visitor, or donor segmentation, improving the accuracy of communications and the effectiveness of CRM strategy. Marketing, ticketing and development professionals use the Segmentation Engine to automatically create sophisticated customer segmentations and generate a higher marketing ROI from improved response rates and reduced costs. Co-developed with Baker Richards.

Learn more about the Segmentation Engine. 

Revenue Management Application (RMA)

The RMA offers a flexible, easy-to-use suite of reports designed to give you vital insights for strategy, forecasting, sales monitoring, discounting, and dynamic pricing—all based on up-to-date information, right on your desktop.  From setting better forecasts, to evaluating the results of your dynamic pricing, the expertly designed reports make sure that you’re in control of making strategic decisions quickly, intelligently, and confidently. Co-developed with Baker Richards.

Learn more about the RMA. 

How we work with you

JCA Arts Marketing prides itself on our longstanding, collaborative client relationships. Our work is customized to match our clients' needs—we avoid a "cookie-cutter" approach. Our clients appreciate a working relationship where projects are done "with" them, not "to" them, where our recommendations are part of decision making they own. It's your success that matters, not ours.

We let our work speak for us, and are happy to put you in touch with some of our clients to give you more information on what it's like to collaborate with JCA Arts Marketing.

To grow your organization, talk to JCA Arts Marketing.