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Counting What Counts: What Big Data Can Do For The Cultural Sector report argues that it is time for a change in the approach of arts and cultural bodies towards data, particularly ‘big data’. This report aims to set the issues in a wider strategic context. The overall objective is to help senior cultural decision-makers to understand the importance and urgency of the need to think differently about the potential of big data and to encourage them to set in train changes to the environment, the metrics and the skills to make the most of big data and to harness its potential.