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What is the context? 
Dont forget human intuition.
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ANALYSIS: ISSUES TO CONSIDER 
● How many data points is statistically 
significant? 
● What time period is sufficient for ...
ANALYZE: Content 
● # of Visitors / tour / language 
● # of Visitors / stop / language 
● Visitors / tour (floor / tour ty...
IN-APP A/B TESTING 
● Comparing (2) tours (Temp/Perm) at the same site: 
○ # Visitors / tour / language 
○ # Visitors / st...
● Time on-the-ground qualitative research with data analytics 
analysis 
● Draw conclusions from comparisons of qual resea...
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#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
#MCN2014 -  What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information
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#MCN2014 - What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information

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KyleJaebker, Director IMA Lab -
Indianapolis Museum of Art, AliceWalker
Antenna International, Jane Alexander, CIO, Cleveland Museum of Art
Our perception of how visitors engage with our collections often differs dramatically from the data that can be pulled from in-gallery, mobile, and web platforms. So, what are your visitors actually telling you, and how should you respond to it? We will consider meaningful ways in which museums and other cultural organizations are capturing, reporting on, and using in-gallery, mobile, and web data to transform the visitor experience. Means of tracking data such as proprietary tools, readily available software, and Google Analytics will be discussed. We will examine whether visitor behavior data can demonstrate engagement in content--and if so, how we determine whether the engagement is successful. Presenters will discuss how they have employed user data to tailor content, influence programming, inform digital strategies, and build community.

Kyle Jaebker will highlight how the Indianapolis Museum of Art is collecting and utilizing data via its dashboard, including lessons learned and plans for iterating on the tool. Review of other IMA projects will include analytics from in-gallery interactives, Wi-Fi traffic in galleries, and data gleaned from Bluetooth Low Energy (BLE). Alice Walker will discuss data analytics from mobile projects at partner sites in the Americas and Europe, focusing on how demographics across languages and cultures may factor into engagement, and will consider possible applications of this information. Walker's discussion will also include Antenna's deployment of data to provide content access, such as pushing data to visitors with disabilities. Jane Alexander will discuss how CMA’s digital roadmap includes how their in-house research and evaluation department works with technology and digital experience at the beginning of a project to set standards for gathering analytics before development has begun.

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#MCN2014 - What Are Your Visitors Really Telling You? Data Analytics and What to Do with This Information

  1. 1. • • •
  2. 2. ●●●
  3. 3. ●●●● ●●●
  4. 4. … ●● ●●
  5. 5. ●●●
  6. 6. What is the context? Dont forget human intuition.
  7. 7. ●●●● ●
  8. 8.
  9. 9. ●●● ●
  10. 10. ● ● ●
  11. 11. ANALYSIS: ISSUES TO CONSIDER ● How many data points is statistically significant? ● What time period is sufficient for analysis then action? ● All hypotheses are dangerous ● How should we test our theses? ● How to balance #s with politics?
  12. 12. ANALYZE: Content ● # of Visitors / tour / language ● # of Visitors / stop / language ● Visitors / tour (floor / tour type) ● Visitors / language ● Most listened vs. least stops ● # of canceled Stops / tour / language ● Detailed activity / tour (canceled vs. completion) ●
  13. 13. IN-APP A/B TESTING ● Comparing (2) tours (Temp/Perm) at the same site: ○ # Visitors / tour / language ○ # Visitors / stop / language ○ Most vs. least listened stops What content conclusions can be made when the most vs. least listened to stops vary significantly by language?
  14. 14. ● Time on-the-ground qualitative research with data analytics analysis ● Draw conclusions from comparisons of qual research + analysis ● Propose changes to test hypotheses (duration, content, speaker/tone, placement, UI, design, relationship to other content, etc.) ● An iterative approach: A/B test on a select # of devices ● Collect, analyze, share again!
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  16. 16. ● ● ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ●
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