How data and data science are reshaping cultural institutions

In this Data Science in the News webinar, we will be exploring how data and data science are reshaping cultural institutions.


Professor Emeritus Susan Street AO – Arts Advice Services, Director


  • Emma Pinwill – Director Marketing and Sales, The Australian Ballet
  • Michael Harvey – Assistant Director, Australian National Maritime Museum
  • Fiona Menzies – CEO, Creative Partnerships Australia
  • Kate Fielding – Program Director, A New Approach.

Panel session topics

Emma Pinwill: Using data to identify whole of customer value

Hear from the Director of Marketing and Sales of The Australian Ballet who will discuss how they have used data and analysis to segment their database based on customer lifetime value.  She will then describe how these segments have been used to personalise the approach to communications, advertising and overall customer experience.

Michael Harvey: a sea of data

As cultural and collecting institutions, museums have access to a dizzying array of data – whether it relates to their collections, their research or their audiences. Across the sector, museums are finding new ways to mine this data to reshape themselves and their programs. I will be exploring – firmly from the point of view of a practitioner in museums rather than as a data analytics expert – some examples of how museums are thinking about, and using, data analysis. I will draw case studies from both “back of house” and “front of house” in the museum, and introduce some notable and innovative examples we have seen in the sector in recent years. Closer to home, I’ll share some recent work at the Australian National Maritime Museum along with some of our future plans and aspirations in this space.

Fiona Menzies: Giving Attitude: building a culture of giving to the arts

Creative Partnerships is undertaking a biennial survey of private sector support for the arts, with the results analysed in its Giving Attitude report.  The results are being used to inform government policy, Creative Partnerships’ own strategy, and can be used by arts organisations to benchmark their own fundraising investment and outcomes.  The data will also enable us to track trends over time and to better understand the contribution of private giving and business sponsorship to the arts sector alongside government support.

Kate Fielding: Insights from A New Approach (ANA)

An opportunity to hear insights from the research program of ANA, an independent think tank championing effective investment and return in Australian arts and culture. ANA aims to foster a more robust discussion about cultural policies, underpinned by good data, informed by shared understandings, and through a non-partisan and independent approach. ANA was established in 2018 by The Myer Foundation, the Tim Fairfax Family Foundation and the Keir Foundation. The Australian Academy of the Humanities is the lead delivery partner for this initiative.

About our moderator and panelists

Professor Emeritus Susan Street AO has worked in higher education for 35 years, most recently as Executive Director at QUT Precincts and formally as Executive Dean, Creative Industries Faculty at QUT. Previously held roles include Head of Dance, QUT; Dean, School of Dance, Hong Kong Academy for Performing Arts; Chair, Dance Fund; Council Member of the Australia Council; Trust Director, Brisbane Arts and Environment Trust, Brisbane City Council; Chair, Artistic Advisory Committee and Board Member, Hong Kong Ballet; and Arts advisor to Hong Kong Arts Development Council and the Leisure and Cultural Service Department of Hong Kong Government. Susan was Board Member, Australia-China Council (DFAT); Trustee, Queensland Performing Arts Trust; Australasian Advisor, Royal Academy of Dance in London and Arts Investment Advisory Board, Queensland Government. She is the immediate past Chair, Board of Trustees of the Queensland Art Gallery & Gallery of Modern Art; current Board Member, The Australian Ballet; a member of the Australia Singapore Arts Group; Advisor to Arts Queensland on the new Theatre at QPAC. Susan is the Director of Arts Advice Services.

Emma Pinwill has over 20 years of experience in senior marketing roles within Australia and Asia, including Shanghai, Bangkok and Singapore.  She holds a Bachelor of Commerce degree with majors in Marketing, Management and Economics. Most of her career has been within the automotive sector working for global organisations such as Renault and General Motors on brands including Holden, Chevrolet and Cadillac. Her varied roles in marketing, sales and customer experience have included brand strategy, advertising and communications, retail, digital, CRM, sponsorship, media, sales, customer experience and product planning. Emma’s current role as Director Marketing and Sales for The Australian Ballet sees her leading a large team responsible for all aspects of the commercial side of the business including sales, customer experience, marketing, digital and eCommerce, PR, record and broadcast and audience engagement. Prior to The Australian Ballet, Emma’s most recent roles have included Marketing Director for Renault Australia, GM Brand, Media and Sponsorships for Holden Australia and Regional Marketing Manager South East Asia for General Motors International.

Michael Harvey is the Assistant Director and Chief Experience Officer at the Australian National Maritime Museum. He has worked in the fields of museums and science communication for 20 years. Prior to taking up his current role at the Maritime Museum, Michael worked at Sydney’s Australian Museum, the Natural History Museum in London and the British Council. Michael has also travelled around Australia as a member and a coordinator of Questacon’s Science Circus, and has taught in museum studies courses at the universities of Leicester and Sydney.

Fiona Menzies began her career as a policy adviser and chief of staff to two Commonwealth Government Arts Ministers. During that time, she worked on policies across the portfolio including arts funding, collecting institutions, and film & television. Many significant reforms were implemented during this time, including the Nugent Review into the Major Performing Arts Sector and changes to the Taxation Act to improve incentives for private giving to the arts (and other not-for-profit sectors). Following her time in Government, Fiona’s roles have included a stint in the private sector, as well as for a children’s cancer NFP, with her most recent past role being Development Manager at the Wheeler Centre for Books, Writing and Ideas, where she was part of the inaugural team that set up and launched this now integral part of Melbourne’s cultural scene. Fiona’s current role as CEO of Creative Partnerships Australia ideally links her experience of government and the arts with her knowledge of and interest in private giving and corporate social responsibility, which stem back to her studies in Australia and the UK relating to art collecting and philanthropy.

Kate Fielding builds creative platforms for intercultural conversations. She is a cultural strategist, a company director, a writer of narrative non-fiction and an advocate for social change hairdressing and is currently the Program Director for A New Approach. She was previously the Chair of the Goldfields-Esperance Development Commission and of Regional Arts Australia, as well as a member of the Board of the Australia Council for the Arts, of the Regional Development Council and of Country Arts WA. Her work has been recognised through two national awards – a Sidney Myer Creative Fellowship (2014-2015) and a Churchill Fellowship (2012). She was named a 40Under40 WA Business Leader in 2017. She is a member of the live art and social change hairdressing group Sir Madam Salon.


Start Date: 30/10/2020 [add to calendar]
Start Time: 12pm (QLD time)
End Date: 30/10/2020
End Time: 1pm (QLD time)