Bayes Centre

Developing a Data-Driven Creative Company

This is a non-credit-bearing course for those at an early stage of working with data and designed for creative and cultural companies from sole traders and start-ups, to relevant department officers within cultural or creative organisations (such as marketing, audience development, ticketing), as well as creative sector trade bodies and commercial companies who may find it useful for upskilling those with new data related job responsibilities or new recruits, and for those who may wish to have a fresh look at how they are handling their data this course may help highlight areas to consider and support the development of a revised plan.

Course Summary

This 6-week programme will provide 1.5 hours of weekly subject input from data experts, supported by online resources and case studies from creative companies. Each week a correlated question will be posed for you to explore in your own organisation.

This course is designed to:

  • Build your data knowledge
  • Develop confidence in handling your own data
  • Create a self-directed action plan supported through the course

You can test your thoughts and emerging plans through engagement with your peer group and live Q&A with tutors, as well as learning from creative industry case studies. This is a guided process to allow you to confidently explore alone or with your teams the observations you have made, and move towards an agreed action plan you can implement at a specific time to suit your creative organisation.

What You'll Learn

  • How to recognise the different types of data in a creative business and the range of creative technology that uses or generates data.
  • How design methodology can help identify the touch points in the data journey, data collection and user experience.
  • How the data you collect can best align to your business objectives and support their achievement.
  • How to identify and address any data strategy gaps, and the skills and/or design development that may be required.
  • How to manage data, processes and protocols, design interactions with other data sets, and data protection, ethics and governance.
  • How to understand who's who in data; exploring the various roles, demystifying functions, responsibilities, titles, skill sets.
  • How to move from spreadsheets to dashboards and use data visualisations as a tool for decision making, and how to layer other data sources for greater insights.
  • How to find out what else lies ahead in data driven innovation.
  • How to use other resources, support, learning and research/innovation collaboration.

Course Delivery Information

Dates for the next iteration of this course have yet to be confirmed but please sign up tour mailing list to ensure you are kept up to date about when this course is next running.

Entry Requirements

Though there are no specific entry requirements, participants are expected to be active in the creative and cultural sector and involved/interested in the business aspects of using of data. Although the course covers designing with data and the future of data innovation and creative technology, it is not geared towards the artistic use of data.


This course is being offered at a reduced price due to the impact of the pandemic on the creative industries. In addition, funded places are available for people employed, unemployed or furloughed in Scotland who meet Scottish Funding Council elgibility criteria.

Determining eligibility for a funded place for upskilling takes a number of things into account, including fee status, but also location of employer. SFC provide guidance specifically for upskilling courses:

“Courses/provision is open to all Scottish-domiciled/’home fee’ students, which is consistent with SFC’s policy for core funded student places. Students from the rest of the UK (rUK) are not normally considered eligible for SFC funding. If however a university is working with a Scottish/UK employer which has a physical presence or operating in Scotland, rUK employees of that employer would be eligible.”

Organisations like UKCISA, and the University, provide guidance on how to determine your fee status:

If your fee status is Scotland Fee Rate, RUK Fee Rate, or EU-EEA Pre/Settled Scotland Fee rate, you may be eligible for a funded upskilling place. To determine this we will look at your fee status, residency information and, where relevant, details of your employer, to confirm whether the employer is based in, or has a significant presence, in Scotland.

Funding eligibility will be assessed at the point of each application for each course; you may be asked to provide further information if you do not meet the general residence conditions. Please email us at if you would like to discuss your funding eligibility before applying.

Please note that full-time students (including full-time PhD students) are not eligible for funding.