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Toby Sullivan

Theatrical Producer & Analyst


Toby Sullivan is a theatrical producer who has produced and consulted for some of Australia’s largest live production houses and highest profile Festivals, in which roles he has frequently smashed Excel and SQL together to develop sophisticated sales tracking and forecasting models, as well as gain valuable insights into audience profiles and behaviour.

The arts can’t afford expensive software or training so Toby has learnt how to make his way through the analytics process using basic, freely available tools. If you’re at the start of a journey bringing analytics to your role or your organisation, or are trying to demonstrate their value to justify further investment, Toby may help you overcome inertia and scepticism and get some quick, free, wins.

Toby originally trained in econometrics, holds a Masters in IT and will remain three quarters through a Masters of Analytics for the foreseeable future. During a midlife career spasm he also worked as a Pricing Analyst for a travel company, and an Insights Analyst for a corporate fitness provider.

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