5. What can be learned from audience analytics to improve earnings? The United Kingdom’s nearly 100-year-old Royal Shakespeare Company (RSC) is one of the most respected theatrical companies in the world. The company is dedicated to keeping the spirit of William Shakespeare alive, and it also stages other classics and modern works. Over the past decade, the RSC staged 171 new productions, delivered 19,000 performances, sold 11 million tickets, and traveled from its home in Stratford-upon-

Avon (Shakespeare’s birthplace) to 150 towns and cities around the world. In fiscal year 2006, the RSC had 700 employees and total income of approximately US$60 million (£32 million).