AAM 2017 Leveraging Insight with Analytics for Data Driven Decisions
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Partial slide deck from AAM 2017 presentation. These slides include the introductions and my brief context-setting keynote presentation. Session Date & Time: Monday May 8, 8:45-10 a.m. Session description: For many decades, museums managed disparate and siloed systems, obscuring connections between visitors and their experiences. This session explores innovative insights made possible when a museum uses data and analytics to uncover those connections and more, via onsite and digital channels. Behind buzzwords like big data and analytics sits a challenge to transform museums to be data driven, converging people, process and technology. Referencing case studies analyzing visitor behavior, the panel will discuss pathways to success for museums that thrive through deep engagement with increased visitation. From journey maps and persona research to digital confidence, best practices and privacy principles, this leadership panel delivers a global perspective.
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AAM 2017 Leveraging Insight with Analytics for Data Driven Decisions
- 1. #musedata #aam2017 Leveraging Insight with Analytics for Data Driven Decisions American Alliance of Museums 2017 St Louis
- 2. Corey Timpson Vice President Exhibitions, Canadian Museum for Human Rights @coreytimpson Alastair Floyd Director Engagement and Development, Te Papa Tongarewa Douglas Hegley Chief Digital Officer, Minneapolis Institute of Art @dhegley Angie Judge Chief Executive Officer, Dexibit @angie_dexibit
- 3. AGENDA Using data to transform organizations Effective strategies Actionable takeaways Summary and Q & A
- 4. Note: The remaining deck is partial – includes only the introductory slides from Douglas Hegley
- 5. LEVERAGING INSIGHT Using data to transform organizations
- 6. From magic to math! Image Source: http://images.huffingtonpost.com/2015-10-01-1443720377-8519491-witchesteaparty.png Image Source: http://multimedia.uga.edu//media/images/gibney-angela-26579-087.jpg
- 7. Tradition, Assumptions, Bias Image source: https://media.licdn.com/mpr/mpr/AAEAAQAAAAAAAARWAAAAJGY4YTU0MmM0LTkzMDQtNDk2NC1iOGQ5LWQ1MzJmZmIzZWNhMg.jpg
- 8. BEFORE Tradition Compelling anecdote Bias (especially confirmation bias) HiPPO
- 9. BEFORE Tradition Compelling anecdote Bias (especially confirmation bias) HiPPO Beware of both:
- 10. BEFORE Tradition Bias (especially confirmation bias) Compelling anecdote HiPPO AFTER Data Confidence Data-driven actions Data-informed decision making Image Source: http://image.slidesharecdn.com/hrtrendsv2-141030105006-conversion-gate01/95/inside-insights-webinar-hr-technology-trends-to-watch-in-2015-8- 638.jpg?cb=1414666445
- 12. Image source: https://gking.harvard.edu/files/gking/files/dataandcloudcomputing.jpg?m=1430186249
- 13. Data is only the beginning The goal is not “to have data” The goal is to be an effective organization Thus: using data in the service of the mission Image source: http://www.wun.ac.uk/images/researchgroups/data.jpg
- 16. ARTS ANALYTICS SUPPORT GROUP #musedata MUSEDATA GROUP DATA AND INSIGHTS SPECIAL INTEREST GROUP goo.gl/QSji6b goo.gl/RopRaH Let’s talk: Questions? Comments? And let’s keep the conversation going, connect with your peers here: Today at 130pm - The Line Between Creepy and Cool: Getting Data Driven Decisions Right (229 Americas’ Center)
Editor's Notes
- TIME CHECK 845
- Angie: Joining me today, it is a pleasure to introduce: Alastair Floyd is the Director of Engagement and Development, Museum of New Zealand Te Papa Tongarewa, sharing insights on Te Papa’s insights strategy as part of their 2016 - 2017 digital transformation. Douglas Hegley is the Chief Digital Officer at the Minneapolis Institute of Art, where he oversees all aspects of digital media production and information technology. Douglas has 20 years of museum experience, plus a formal background in Psychology - he’s all about people. In this regard, the promise of big data and analytics lies in the capacity for everyone to feel recognized and to enjoy personalized interactions. Angie Judge is the CEO of big data and analytics firm Dexibit, providing data driven insights for cultural institutions. Prior, Angie's background is in telecommunications technology with multinationals Hewlett Packard and Amdocs. Corey Timpson is the Vice President for Exhibitions, Research, and Design with the Canadian Museum for Human Rights, facilitating interactive and dialogic experiences between and among visitors onsite and online through the use of mixed media, digital technology, and immersive environmental design.
- Angie: The promise of data utilization is the ability to gain insights into visitor preferences and behaviors at the individual level. This deeper understanding can inform decisions about space, programs, content and more - while at the same time promoting diversity, equity, accessibility and inclusion. Using data to transform organizations Effective strategies for a data-driven museum: Using analytics behind the visitor journey map and personalized interactions Analyzing the data behind persona based approaches and reporting Emphasizing the importance of digital confidence in organizational change Establishing a natural data driven rhythm Respectful awareness of privacy values Actionable takeaways
- TIME CHECK 850 Douglas: When we talk about “leveraging insight”, what we are driving at is the power of data and data analysis, applied to make effective changes (or transformations) in the way that we conduct our business. I realize that can sound a bit scary for museums - “wait, robots will be planning our exhibitions?!!” - but before we jump to those kind of exaggerated conclusions, I’d like to take a few minutes to define terms and lay the groundwork for our session.
- Douglas: The appropriate use of data promises us the capacity to move from - well, just making things up - to finding ways to measure and evaluate information in order to make effective decisions. While it may be an exaggeration for me to express it as magic vs. math, the truth is that a mathematician or statistician would likely see it that way.
- Douglas: One of our challenges as a sector is to give up our long history of reliance on tradition, assumptions and bias.
- Douglas: To mature as a profession, I argue that we must change from doing things “our way”, based what we’ve always done or on very dramatic & compelling anecdotes (which are the major culprits in those cases of confirmation bias), and - of course - waiting for the HiPPO to weigh in.
- Douglas: What the HiPPO? Highest paid person’s opinion, of course. We need to be wary of this, and we need also to avoid the “dude’s law”, which is to reduce everything to a he-said, she said narrative.
- Douglas: We need to move from the HiPPO but not to being the Dude - instead, we need to be the Geek! As we do this - and I definitely understand that it is a process that takes time and energy - we learn to have confidence in the data and what it tells us; thus, we are able to allow data-driven actions and to use data to inform our most-important decisions.
- Douglas: In order to collect data, we must have metrics - tools that make measurements. Most of our metrics - so far, at least - have consisted primarily of tallies: How many visitors? How many members? How many of them renewed? How many website visitors? How many minutes did they spend on our site? Etc. etc. We are actually really good at counting! That’s only one kind of data, of course.
- Douglas: Today we’ll talk about that and other types of data, methods for collecting it, and especially how we must move to analysis and reporting in order to communicate meaning and effect change in our institutions.
- Douglas: But please keep in mind that our goal is not DATA in and of itself. The goal is to be effective organizations. Data is our ingredients, not our finished meal.
- Douglas: So if data isn’t the end game, what else do we need? Statistics! The professional practice of analyzing data for the purpose of inferring meaningful information (a.k.a. truth).
- Douglas: Statistics enable us to interpret our data, and MAKE VALID CONCLUSIONS which directly inform CORRECT DECISIONS. In my humble opinion, statistics aren’t for amateurs - we need to consider bringing this professional skill on-board (or on-call) in order to approach our data initiatives responsibly. Without a disciplined application of statistics, the information we glean by simply gazing lovingly at our data will be still be vulnerable to confirmation bias and incorrect assumptions.
- TIME CHECK 950-955 Douglas: With the time that remains, let’s talk - what questions are on your mind? And as we explore your ideas, please know that the dialog will continue - via these resources shown on the screen, and also later today in the session titled “The Line between Creepy and Cool: Getting Data Driven Decisions Right” at 130pm, with a panel that includes my boss Kaywin Feldman.