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SEEING THE FOREST
AND THE TREES
How Engagement Analytics can Help
Museums Connect to Audiences at Scale
Robert Stein
Dalla...
HOW DO YOU MEASURE
WHAT YOU CAN’T SEE?
Flickr Credit ~liquoredonlife
IS IT POSSIBLE TO CREATE
A PLATFORM FOR ENGAGEMENT?
CAN DATA HELP CREATE
A MUSEUM THAT IS
AGILE AND RESPONSIVE?
The Largest Art Museum in the Region
110 Years Old
Supported by the City of Dallas
NOT a Tourist Destination
The 2010 U.S. census reports that only 14.5% of US
Adults visited museums in the prior 12 months
(Census, 2012).
8%Dallas ...
METRICS
WE CARE
ABOUT
1.Repeat visits
2.Diverse participation
3.Increased affinity
4.Ability to motivate action
DMAfriends
HOW IS IT BUILT TODAY?
Current Software Architecture
Launch Day
January 21, 2013
DMAfriends
deep dive
Taking a
BIG DATA (almost)
1M Rows in the Activity Stream
1M System Log Events
20+ User Profile Fields
… Big for Museums Anyways
What’s the data
teaching us?
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
Bobby
SOFTWARE
FOUNDATION /
The Future
GOAL: Can we use data to
make our museum more
effective at producing engaged
and invested members?
?
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?
?
?
?
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??
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WHAT MIGHT A NATIONAL ENGAGEMENT
NETWORK LOOK LIKE?
VISION PILOT PROJECTS
• Denver Art Museum
• Grace Museum, Abilene
• LACMA
• Minneapolis Institute of ArtsFOUR PILOT SITES
MOST IMPORTANT
OUTCOME
GET THE CODE
http://badgeos.org
http://github.com/DallasMuseumArt/DMA-Friends
Mw2014 friends analytics
Mw2014 friends analytics
Mw2014 friends analytics
Mw2014 friends analytics
Mw2014 friends analytics
Mw2014 friends analytics
Mw2014 friends analytics
Mw2014 friends analytics
Mw2014 friends analytics
Mw2014 friends analytics
Mw2014 friends analytics
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Mw2014 friends analytics

A presentation by Bruce Wyman and Rob Stein at the Museums and the Web 2014 conference in Baltimore, MD. The presentation documents the first year of operations and strategy for the DMAFriends program at the Dallas Museum of Art

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Mw2014 friends analytics

  1. 1. SEEING THE FOREST AND THE TREES How Engagement Analytics can Help Museums Connect to Audiences at Scale Robert Stein Dallas Museum of Art @rjstein Bruce Wyman USD Design | MACH Consulting @bwyman
  2. 2. HOW DO YOU MEASURE WHAT YOU CAN’T SEE? Flickr Credit ~liquoredonlife
  3. 3. IS IT POSSIBLE TO CREATE A PLATFORM FOR ENGAGEMENT?
  4. 4. CAN DATA HELP CREATE A MUSEUM THAT IS AGILE AND RESPONSIVE?
  5. 5. The Largest Art Museum in the Region 110 Years Old Supported by the City of Dallas NOT a Tourist Destination
  6. 6. The 2010 U.S. census reports that only 14.5% of US Adults visited museums in the prior 12 months (Census, 2012). 8%Dallas = 6.5M People - 500k Annual Attendance
  7. 7. METRICS WE CARE ABOUT 1.Repeat visits 2.Diverse participation 3.Increased affinity 4.Ability to motivate action
  8. 8. DMAfriends HOW IS IT BUILT TODAY?
  9. 9. Current Software Architecture
  10. 10. Launch Day January 21, 2013
  11. 11. DMAfriends deep dive Taking a
  12. 12. BIG DATA (almost) 1M Rows in the Activity Stream 1M System Log Events 20+ User Profile Fields … Big for Museums Anyways
  13. 13. What’s the data teaching us?
  14. 14. http://dma.org/friends/by-the-numbers
  15. 15. http://dma.org/friends/by-the-numbers
  16. 16. http://dma.org/friends/by-the-numbers
  17. 17. http://dma.org/friends/by-the-numbers
  18. 18. http://dma.org/friends/by-the-numbers
  19. 19. http://dma.org/friends/by-the-numbers
  20. 20. Bobby
  21. 21. SOFTWARE FOUNDATION / The Future
  22. 22. GOAL: Can we use data to make our museum more effective at producing engaged and invested members?
  23. 23. ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? ? ? ? WHAT MIGHT A NATIONAL ENGAGEMENT NETWORK LOOK LIKE?
  24. 24. VISION PILOT PROJECTS • Denver Art Museum • Grace Museum, Abilene • LACMA • Minneapolis Institute of ArtsFOUR PILOT SITES
  25. 25. MOST IMPORTANT OUTCOME
  26. 26. GET THE CODE http://badgeos.org http://github.com/DallasMuseumArt/DMA-Friends

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