Minnesota Opera strives to optimize the way it internally communicates data and analytics as well as how to take advantage of what the data is showing, learn how to improve and how to share the love of opera.
Data Storytelling for Good, a Narrative Science initiative to showcase society-improving uses for data storytelling technology, is proud to partner with Minneapolis-based Minnesota Opera, a leading American company, admired as an innovative creator of compelling opera productions, programs, and new works.
“Lexio is also helping save time and resources, which in the non-profit arts world where most of us wear many hats, saving time can be a real game-changer”
Valerie Friend, Digital Marketing Associate, Minnesota Opera
“Being able to share reports cross-departmentally helps the organization grow by allowing people to understand the effects of marketing and the best strategies to reach the right people in the right place, with the goal to make more lifetime customers and lovers of opera. By highlighting areas of opportunity so clearly, for example, we can improve our website to drive conversions and create lasting members that are an integral part of keeping opera alive,” says Valerie Friend, Digital Marketing Associate at Minnesota Opera.
Data Storytelling for Good
We started Data Storytelling for Good because we believe Narrative Science, while focused on building innovative and impactful products in its day-to-day, can bring immense value to the mission of making our communities and the world a better place. We know that one of our greatest assets is the software that we develop and our personnel who can educate users on the best ways to utilize our products. Data storytelling technology in the hands of organizations doing good can create a force multiplier because the time and energy saved from using data storytelling can allow an organization to make an even bigger impact on its community.
We are excited about our partnership with Minnesota Opera because it shows the impact our newest product, Lexio, can have on advancing the art of opera for future generations. Lexio is a data storytelling product that turns data into interactive stories so anyone can understand and act on data.
Data Storytelling for Good Involvement
In the fall of 2020, Valerie at Minnesota Opera requested a demo of Lexio on our website. After introducing Data Storytelling for Good and discussing how it could potentially be a good fit, Valerie explained her current process of manually creating reports across different datasets and how she was hoping to automate the process of creating reports that were digestible across departments.
After a demo of Lexio and a discussion, it made sense to start with connecting to some of the primary marketing tools Minnesota Opera utilizes on a regular basis: Google Analytics and Facebook Ads. Valerie worked with our team to connect Minnesota Opera’s data and bring in the most relevant data points. We had a couple of follow-up sessions to tune Lexio’s newsfeed and bookmarks to Valerie’s most pressing needs.
Valerie is a great resource for product feedback and we’ve been able to gather vital information about Lexio features and functionality in service of making the product better for all of our customers.
I believe Lexio is helping streamline our reporting processes with digestible reports that highlight the performance of our marketing efforts through our digital channels
“I believe Lexio is helping streamline our reporting processes with digestible reports that highlight the performance of our marketing efforts through our digital channels,” Valerie said. “With Lexio’s connection process, we can easily track paid ad performance and identify trends in our content plans to improve future content and targeting strategies. I believe Lexio will be a critical component in identifying opportunities more easily in paid ads, reaching for a higher ROI and more tickets sold to future performances.”
Ultimately, Valerie and Minnesota Opera envision using Lexio as a daily check-in for day-to-day operations at the Opera.
“I envision using Lexio as a daily check-in for our day-to-day operations at the Opera,” Valerie said. “I believe the software will provide a thermometer of our marketing efforts when looking at website traffic and conversions, and allow us to track trends within each campaign and furthermore how those campaigns compare to each other throughout a season, as well as season to season.”