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Hi, Iamp;#39;m Kevin from TRG Arts, the data-driven consulting firm for arts and cultural organizations. This is the first of three videos weamp;#39;re bringing you on clean data and segmentation. Is your data ugly? Your arts organization may have slick branding, a whiz-bang website, a top-of the-line CRM system, and beautiful photos of your productions or exhibitions. But if the data you have on your patrons is dirty, incomplete, or poorly segmented, building patron relationships and loyalty is much harder. Thats why data stewardship, the ongoing process of maintaining data for action, is so important. In this video, well talk about the beginning steps of data stewardship: capturing data and keeping it clean. First, capturing data: Data Capture is the regular practice of collecting patron contact information with every transaction at the point of sale. We cant build a relationship with a patron if we dont know who they are and what they are doing And we have a name for these pat