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Experience Mining: Understanding Cultural Participation in Museums

Is it possible to design a platform that can collect information about cultural participation of Museums? How might we design a tool that can help inform our Museum staff about the experiences and cultural consumption of visitors in the Museum. Rather than purely counting attendance as the best measure of Museum success, how might we move towards a behavioral analysis of visitor participation and how might this change museum practice?

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Flickr Credit ~leandrociuffo 
Understanding Cultural Participation in Museums 
EXPERIENCE 
MINING 
Robert Stein 
Dallas Museum of Art 
@rjstein
DOES YOUR MUSEUM 
MAKE A DIFFERENCE?
HOW DO YOU 
KNOW?
HOW DO YOU MEASURE 
WHAT YOU CAN’T SEE? 
Flickr Credit ~liquoredonlife
WHAT IF WE COULD BUILD A 
SOPHISTICATED LISTENING TOOL 
THAT WAS SPECIALLY TUNED TO 
RECORD MUSEUM IMPACT?
CAN DATA HELP CREATE 
A SMART MUSEUM THAT IS 
AGILE AND RESPONSIVE?

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Experience Mining: Understanding Cultural Participation in Museums

  • 1. Flickr Credit ~leandrociuffo Understanding Cultural Participation in Museums EXPERIENCE MINING Robert Stein Dallas Museum of Art @rjstein
  • 2. DOES YOUR MUSEUM MAKE A DIFFERENCE?
  • 3. HOW DO YOU KNOW?
  • 4. HOW DO YOU MEASURE WHAT YOU CAN’T SEE? Flickr Credit ~liquoredonlife
  • 5. WHAT IF WE COULD BUILD A SOPHISTICATED LISTENING TOOL THAT WAS SPECIALLY TUNED TO RECORD MUSEUM IMPACT?
  • 6. CAN DATA HELP CREATE A SMART MUSEUM THAT IS AGILE AND RESPONSIVE?
  • 8. 7% Sunday Dallas = 6.8M People - 485k 10yr Avg Attendance
  • 9. METRICS WE CARE ABOUT 1.Repeat visits 2. Diverse participation 3. Increased affinity 4. Ability to motivate action
  • 16. LAUNCH DAY January 21, 2013 THE HMS TITANIC ON ITS LAUNCH DAY
  • 17. A GRAND EXPERIMENT THE V173 FLYING PANCAKE
  • 18. A GRAND EXPERIMENT THE V173 FLYING PANCAKE
  • 19. A GRAND EXPERIMENT … but does it work? THE V173 FLYING PANCAKE
  • 20. 80,600 FRIENDS • 97% of Friends are New to the DMA • $5M+ support for Friends / Free • 11.75% Repeat Visitors
  • 21. 9.8% Dallas = 6.8M People - 668k FY14 Attendance
  • 22. +38% vs. 10-yr avg +23% vs. prior year +
  • 30. BIG DATA (almost) 2.8M Rows in the Activity Stream 1M System Log Events 82k+ Users; 12 Fields Each … Big for Museums Anyways
  • 31. but what does it all mean?
  • 34. A TALE OF TWO CITIES
  • 35. Top 20 Zip Codes Rank # of Friends Zip Code 1 834 75206 2 706 75214 3 677 75204 4 597 75080 5 558 75243 6 547 75287 7 544 75211 8 536 75228 9 509 75219 10 504 75070 11 478 75093 12 477 75201 13 476 75002 14 468 75025 15 425 75081 16 424 75043 17 420 75052 18 414 75248 19 394 75023 20 393 75074 Dallas Museum of Art 35
  • 36. 0% 10% 20% 30% 40% 50% 60% Other White Hispanic Asian African American Dallas, TX DMA Friends
  • 38. Most Successful Zip Code A Most Successful Zip Code B Lagging Zip Code C Lagging Zip Code D Texas Zip Code 75206 75214 75216 75217 Population 36,248 32,950 49,416 80,324 25,145,561 # of DMA Friends 834 706 185 337 Bachelor's Degree or Higher 53.90% 57.60% 6.20% 5% 24.5% Median Resident Age 30.7 37.1 34.4 26.5 33.7 Average Household Size 1.9 2.1 2.8 3.8 2.8 Median Household Income $50,894 $63,783 $23,406 $34,984 $49,392 Speak English at Home 69% 81% 71% 40% 65.4% Foreign Born Population 19.9 12.6 14.5 29.8 16.4 Source: 2010 Census Data
  • 39. 10 MIN DRIVE 1+ HOUR BY PUBLIC TRANSPORTATION
  • 40. WHAT MIGHT A NATIONAL ENGAGEMENT NETWORK LOOK LIKE? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? ? ? ?
  • 41. VISION PILOT PROJECTS • Denver Art Museum • Grace Museum, Abilene • LACMA • Minneapolis Institute of Arts FOUR PILOT SITES
  • 42. GET THE CODE http://badgeos.org http://github.com/DallasMuseumArt/DMA-Friends
  • 43. THANK YOU! @rjstein THE V173 FLYING PANCAKE NOW SAFELY RESTS IN DALLAS AT THE FRONTIERS OF FLIGHT MUSEUM

Editor's Notes

  1. Is it possible to create a platform for engagement? Can such a platform support the diverse business models and unique expressions of engagement at a variety of museums?
  2. Relationship between activities and badges is awkward right now System slowdowns under heavy load Data storage is both flexible, but perhaps not structured enough Camera scanning of barcodes No direct interface to Raiser’s Edge Coupons are not currently unique to an individual MailChimp integration is desired, but not functioning efficiently Engagement is one-level deep – need more complex paths of engagement more detailed engagement design Need more kiosks
  3. Summarize issues connected with data-size Talk about tools used and their relative advantages Chartio Tableau Python + pandas, numpy, scipy, etc…
  4. Front-of-house recruiting successes Motivate visits to the permanent collex Geographic distribution of participation (infer census) Call and response in the data (exhibitions) Repeat Visits
  5. Another way that we are looking to the data in the coming months is zip code information. You may recall that when Friends sign up, we invite them to share their zip code, which we can connect to census information to learn more about the demographics. We know that we want DMA visitorship to reflect Dallas demographics – WHAT CAN WE DO TO FOCUS ON AN AREA OF THE CITY? This map shows how participation in the DMA Friends program varies relative to zip code population in the Dallas Metro Area. In statistical terms here, zero is the ideal number, with positive numbers demonstrating a relative excess of Friends and negative numbers demonstrating a relative lack of Friends per capita. Most successful 75206 75214 Lagging zips 75216 75217
  6. Here is a snapshot of census information collected in these areas. 2010 census data. Poverty threshhold in US – Family of four is approximately $23,500