Do You Know Your Audience?
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Catherine Devine discusses how museums can use data and technology to better understand their audiences. She explains that while museums have more data available than ever before, they often drown in it without focusing on specific questions. Devine recommends museums start small by using tools like Power BI to answer focused questions that provide insights into how audiences engage with exhibits and programming. This data-driven approach can help museums augment what they know about visitors and empower institutions to achieve more.
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Do You Know Your Audience?
- 1. Do You Know Your Audience? Catherine Devine Business Strategy Leader – Libraries and Museums
- 2. Microsoft’s Mission Empower every person and every organization on the planet to achieve more
- 3. Microsoft’s Museum Mission Empower every museum on the planet to achieve more
- 5. The Need to Truly Understand Our Audience
- 6. What Technology Can Do For US Today
- 7. Augmenting What We Know About Our Audience
- 8. New Types of Museum Data
- 10. Drowning in Data
- 11. Start Small | Answer Specific Questions
- 12. Surprises in the Data
- 13. The Future…
- 14. Power BI
- 15. Thank You Catherine Devine Business Strategy Leader – Libraries and Museums
Editor's Notes
- Former CDO of AMNH who recently joined Microsoft Discuss how well you know your audience drives marketing, operational and strategic decision making and furthers effectiveness of your mission Data allows optimization of scarce resources
- Microsoft’s Mission Why I joined Microsoft
- Extending Microsoft’s mission to Museums (and Libraries) Why I joined Microsoft and what I hope to achieve Leverage the resources and advanced technology of Microsoft to extend the role I had at AMNH
- We have more data about more things than we have ever had – more channels and connected physical/digital experiences– intelligent edge Start the discussion on leveraging that data to make more informed decisions about our Museums – what software features we build, what marketing, how we staff organizations and so on, what language resonates
- Deepening understanding our audiences allows us to make informed decisions about what resonates, what is being misinterpreted so we can pivot to further our missions All of us are mission based to disseminate science, or appreciation of art or culture
- Today technology is increasingly more sophisticated and has extended capacity than it ever was. Increasingly so. We have gone from relying on attendance figures to being able to understand every action in every channel as part of the connected experience Technology has more data available and can process that much faster as we head to real-time insights.
- We don’t want an all or nothing approach – all data and no expertise. Data can augment expertise. It is about adding to our knowledge of our audience not replacing. Also provides a seat at the table for visitors so we can see the world through their eyes Donate vs gift; family vs not famliy
- So many different and new types of data available – mobile, social, apps, web, wayfinding Both physical and digital spaces – where people dwell Behavior on digital, paths taken Sensors – smart buildings
- GEM in Cairo Heat maps, indoor wayfinding, security Data on everything through the visitor experience
- So we need to pivot from collecting data to drawing insights from that data
- Start from what do you want to know about your audience? Start there rather than what can I find in the data? Small experiments – where do visitors go? Why? Is that where we want them to go? How could we change it?
- The images we thought were beautiful marketing didn’t resonate.
- Today we are analyzing data to drive decisions or segmentation/personalization which influence decisions This will pivot to AI to drive real time insights and actions. AI has an aura about it but it is essentially mathematics and computing at scale to identify patterns beyond the capacity of humans in a shorter time.
- Microsoft offers cloud hosting and compute/ntelligence capacity with Azure as well as Power suite including Power BI for dashboards and analysis of data from multiple sources We have gone beyond the days where we need to build the infrastructure in every Museum but rather leverage platforms from major technology providers to bring us to market faster and drive insights and actions faster.