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Museum app analytics and how to use them - Keir Winesmith @ Museums and Mobile 6

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Using the Flurry analytics and download stats for the smartphone app from Museum of Contemporary Art Australia, MCA Insight, the slidedeck describes what the MCA changed and what the MCA built in response.... #MCANow

The presentation was part of Museums and Mobile 6 in March 2013
http://www.museums-mobile.org/

MCA Insight: http://www.mca.com.au/apps/insight

Published in: Technology
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Museum app analytics and how to use them - Keir Winesmith @ Museums and Mobile 6

  1. 1. Dr Keir Winesmith - Manager, Digital Mediahttp://keirdotnet.net@drkeir
  2. 2. These slides are about the MCA Insight smart phone appThese slides are about the MCA Insight smart phone app
  3. 3. I’m going to talk about the app, show some stats… I’m going to talk about the app, show some stats…
  4. 4. and explain why we launched #MCANowand explain why we launched #MCANow and explain why we and explain why we #MCANow The launched #right now The launched #right now
  5. 5. MCA Insight
  6. 6. MCA Insight
  7. 7. MCA InsightexampleA post-visit follow up emailA post-visit follow up email example
  8. 8. MCAworks you collect during your visitwith extra info about the Insightwith extra info about the works you collect during your visit
  9. 9. Everything we do is about Everything we do is about creating compelling experiences creating compelling experiences for our audiences for our audiences• To build experiences for these
  10. 10. Which is why we built our ownWhich is why we built our own location awareness system location awareness system
  11. 11. MCA Insightlaunched April 2012 Stats! Stats!Flurry Analyticsadded November 2012
  12. 12. Unsurprisingly most download are in AustraliaUnsurprisingly most download are in Australia
  13. 13. Unsurprisingly most peopleUnsurprisingly most people first use the map first use the map on the ground floor on the ground floor
  14. 14. Show only artworkaround me is twice aspopular as KeypadHowever people wholike Keypad, use it a lot
  15. 15. Usage:-> 75%-> 35% (50% attrition)-> 14% (10% attrition)
  16. 16. The WHAT’S ON section of the The WHAT’S ON section of theMCA mobile site is about MCA mobile site is about15 times more popular 15 times more popularthan the WHAT’S ON section than the WHAT’S ON sectionin MCA Insight in MCA InsightIn December 2012/January 2013 In December 2012/January 2013 Based on unique users Based on unique users (as distinct from sessions) (as distinct from sessions) the MCA mobile site is the MCA mobile site is 10 times more popular 10 times more popular than MCA Insight than MCA Insight In December 2012/January 2013 In December 2012/January 2013
  17. 17. 151 127Flurry tells us that Flurry tells us that 93users drop off as they users drop off as theyscroll down, scroll down, 42but they pick up again but they pick up again 111when they reach when they reach 49our temporary exhibitions our temporary exhibitions 26 39 17 57 39 25 49 54 32
  18. 18. Flurry also tells us Flurry also tells usthat people who that people whoclick “tours” click “tours”are actually looking are actually lookingfor “exhibitions” for “exhibitions”
  19. 19. 1 (tour) 2 (tour) 3 (exhibition) 4 (exhibition) 43 1 2
  20. 20. Users primarily lookat the first few thingsand then move ontotemporary exhibitionsWith the caveat thatthe collection was ondisplay for 7 monthsbefore we addedFlurry analytics
  21. 21. So we changedTourstoExhibitions
  22. 22. The Museum of Contemporary Art AustraliaThe Museum of Contemporary Art Australia
  23. 23. Connections to the MCA WiFi Connections to the MCA WiFiFrom March 2nd to 9th 2013 From March 2nd to 9th 2013
  24. 24. Connections to the MCA WiFi Connections to the MCA WiFifrom 5pmYears Eve 2012st2012 from 5pmDecember 31st 2012 New December 31to 10am January 1stst2013 to 10am January 1 2013
  25. 25. January 2012Connected time: 449 days 10 hrs 7 minsDownload: 85,530 MB
  26. 26. January 2012Connected time: 449 days 10 hrs 7 minsDownload: 85,530 MBFlurry tells us that visitors aren’t using the social buttons in MCA Insight
  27. 27. So what are they doing? So what are they doing? taking photos and posting them on Instagram of couse taking photos and posting them on Instagram of couse
  28. 28. To celebrate people’s stories of To celebrate people’s stories ofvisiting the MCA and to showcase visiting the MCA and to showcasethe present-tense living and breathing the present-tense living and breathingMuseum we created #MCANow Museum we created #MCANowhttp://www.mca.com.au/now http://www.mca.com.au/now
  29. 29. Rory, our Digital Media Intern,Rory, our Digital Media Intern,built a display for thebuilt a display for theMuseum digital signageMuseum digital signage Thanks Rory! Thanks Rory!
  30. 30. Data Sources:Flurry Analytics for MCA Insight http://flurry.comappFigures for app download statistics http://appfigures.comTraffic Pro for visitor counting http://beonic.com.auAirwave from Aruba for WiFi usage http://arubanetworks.comTristan Interactive built MCA Insight http://tristaninteractive.comBespoke indoor tracking software http://mca.com.au/apps/insightbased on the Aruba Mobility controllerbuilt by the MCA
  31. 31. Thanks …and jet packs for allQuestions? @drkeir

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