This episode of the Digital Culture Podcast flips the script as Jack Roscoe takes over hosting duties and interviews James Akers, Tech Champion for Data Analytics and Insight. James shares his journey into the role, the importance of data in the creative and cultural sector, and practical advice for organisations on managing, analysing, and presenting data effectively.

The conversation covers everything from starting small with data, automating processes, and building resilience through data ownership, to the future impact of AI on analytics.

They discuss:

• What data is and why it’s important.
• Why starting small can help build your data confidence.
• How technology and automations can save time and unlock insights.

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)
• Saddling up for success: Your guide to harnessing data - an on demand webinar about how data can be used across different teams to improve efficiencies, measure performance and inform actions
• How to automate your social media reporting - in this article we explain three methods you can use to consolidate your data, save time, and tell your story
• Getting started with Google Looker Studio - how Looker Studio can be used to create interactive and shareable reports to help you see how you are performing, if you're on track to reach your objectives, and identify opportunities for change.
• Responsible AI Practical Toolkit – a framework to help creative and cultural organisations that want to create their own Responsible AI policies and practices
• Charity Digital Skills Report – annual survey from Zoe Amar
• Storytelling with data – the fundamentals of data visualisation and ways to present
• Everything I know about life I learned from PowerPoint - a book with great tips for simplifying information and making engaging presentations

Music by ⁠⁠SHAR

In this episode of the Digital Culture Podcast, James Akers speaks with Monica Thomas, Tech Champion for Search Engine Optimisation, about how Search Engine Optimisation (SEO) is evolving in the age of Artificial Intelligence (AI). Monica explains what SEO really means today, why AI is changing the way people discover cultural experiences online, and how organisations can adapt to stay visible. She also shares practical advice on using Google Ad Grants, a program offering charities free daily advertising credit to promote their mission.

The conversation covers everything from structuring content for AI-driven discovery to understanding new tools like structured markup and llms.txt, making this a must-listen for anyone navigating the future of digital marketing in the cultural sector.

They discuss:

• What SEO really means today and why it’s not just about keywords anymore.
• Why AI is reshaping Search and what that means for arts organisations.
• How to optimise your website for both traditional search and AI-driven discovery.

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)

• How to apply for and use Google Ad Grants
• Watch Monica’s recent webinar about Google Ad Grants

• Read One Further's report 'The impact of AI Overviews in the cultural sector'

Music by ⁠⁠SHAR

In this episode, James talks to David Yard – Head of Marketing at the Gulbenkian Arts Centre, winners of a 2025 Digital Culture Network Award – about how the team transformed its digital marketing approach to boost cinema audiences and strengthen its online presence.

With support from the Digital Culture Network, Gulbenkian repositioned its strategy to tackle post-pandemic challenges and increased competition. The project included revamping the website for a better cinema experience, launching a dedicated Instagram channel, and using creative on-campus campaigns to engage students. These changes led to a 75% increase in student attendance and set the stage for future audience growth.

They discuss:

• Why redesigning the website to reflect cinema user behaviour improved the booking journey
• How combining physical signage with QR codes drove hundreds of click-throughs and boosted engagement
• What steps small arts teams can take to integrate digital tactics with wider marketing strategies

Links and resources discussed in this episode:

• Download the transcript for this episode (Word document)
• Learn more about the Gulbenkian’s Digital Culture Award win
• Check out the Gulbenkian’s revamped cinema listings

Gulbenkian Arts Centre was awarded a Digital Culture Network Award in the 2025 Digital Culture Awards. 

Music by ⁠⁠SHAR