An Introduction to Online Audience Segmentation

This national online Museum Development workshop will provide an introduction to digital audience segmentation for museums.

The session will give you a grounding in what segmentation is and how it can help you better understand your audiences. We’ll look at what sort of data you need; touch on the different models that you may have heard of; we’ll look at methods of data collection, and we’ll use some case studies to illustrate what works and how it works.

What will participants gain?

  • A new understanding of what audience segmentation is and how it can help to better understand your audiences
  • Understanding data requirements to effectively work with audience segmentation models
  • How to apply learning from audience segmentation to engaging better with online audiences

This will be an interactive session using the online platform Mentimeter. Instructions of how to use the platform will be sent ahead of the session to all delegates.

Session leaders

This national online workshop is being hosted by the Arts Marketing Association on behalf of Museum Development providers in England and Wales. The session is being led by Helen Palmer a Marketing & Audience Development Consultant based in Manchester but works across the UK and internationally. She set up PalmerSquared over 15 years ago with her twin brother Andrew and they work with arts and heritage organisations, public sector bodies, consortia, funded programmes. They are currently working with a number of museums and heritage attractions including Worsbrough Mill (Barnsley Museums), Manchester Jewish Museum, Museum of the Order of St John in London and Spode Museum Trust in Stoke-on-Trent.

Who should attend?

This session is aimed at all Accredited museums and those working towards Accreditation in England and Wales. This webinar is most suitable as an introduction to the topic or as a refresher.

Please book your ticket here if you are based in Yorkshire & the Humber. If you are based in another region, we kindly ask you to book through your local Museum Development provider which you can find the details for here.

Some tickets are also available for non-accredited museums or heritage sites and freelancers in the sector.


At MDUK we are committed to making our training as accessible as possible and as such live captioning will be provided on the day. If you have further access needs we have a dedicated budget to cater for this so please do outline any requirements at the time of booking.

This training is being recorded and will be available for 1 year after the event with accessible subtitles and transcripts.

Click Here to Book