My goal is to understand the audience's demographics and preferences to inform effective marketing strategies and expand the performing art company's audience base. I utilize logistic regression analysis to examine both temporal shifts in audience characteristics and the relationships between key variables, such as gender, age, prior attendance, familiarity with dance styles, and channels of information. Additionally, I perform clustering analysis to profile audience segments with similar traits, providing insights into factors influencing attendance and retention. I compile the findings into detailed reports and executive summaries, offering actionable recommendations for future audience development strategies.
Empirical research - Laila Gozzi, Dr. Jamie Levine Daniel (New York University) and Dr. Ellen Loots (Erasmus University Rotterdam) | Jul 2022 – Present
As the first author and lead researcher of an ongoing academic study on the financial independence from state subsidies of Dutch dance organizations, I developed a predictive model that estimates financial independence based on key factors, including the level of earned revenues' mission embeddedness, revenue diversification, management expense ratio, operating margin, and equity ratio. Further, I creatively adapted an existing theoretical framework to overcome data limitations. This research has provided me with in-depth expertise in statistical techniques, such as linear mixed-effects regression, hierarchical clustering, and multiple imputation. The paper is currently under review in Nonprofit and Voluntary Sector Quarterly.
Marketing & Communication at SPRING Performing Arts Festival | January 2024 – June 2024
I managed the WordPress platform for the performing arts company’s website, overseeing content updates and regular maintenance. I acquired and coordinated content from external contributors for the website, social media, flyers, and other promotional materials, ensuring all content was accurate, relevant, and aligned with the company’s messaging. I worked closely with various stakeholders to maintain consistency and quality across both digital and print media, while also engaging in community outreach to broaden the company’s audience and impact.
What moves you? A look into a photography entrepreneur's motivation - Laila Gozzi, Victória Affonso dos Santos Ferreira and Liza Merkourieva | 2021
