Presenters: Becky Escamilla, Associate Director, Information Technology, Oakland Museum of California Lauren Frieband, Assistant Director of Marketing, Lawrence Hall of Science Maren Dougherty, Director of Communications and Marketing, Autry National Center of the American West

1. Western Museums Association
2015 Annual Meeting
Using Analytics to Guide Your
Museum Strategies
Moderator:
Lauren Valone, Digital Media Specialist, Museum of History and Industry
Presenters:
Becky Escamilla, Associate Director, Information Technology, Oakland Museum of California
Lauren Frieband, Assistant Director of Marketing, Lawrence Hall of Science
Maren Dougherty, Director of Communications and Marketing, Autry National Center
of the American West

2. Lauren Frieband
Assistant Director of Marketing
Lawrence Hall of Science
@laurenfrieband

3. ANALYTICS IN MIND
Lauren Frieband
Acting Director of Marketing
The Lawrence Hall of Science
@laurenfrieband
ANALYTICS
IN MIND

4. THE PLACE OF ANECDOTAL ANALYTICS IN YOUR PLAN
Set
Goals
Anecdotal
Accounts ?
Iterate
@laurenfrieband

5. @laurenfrieban
d

6. THE PLACE OF MEASURABLE ANALYTICS IN YOUR
PLAN
Set
Goals
Choose
KPI
Measur
e KPI
Analyze
Results
Iterate
@laurenfrieband

7. CHOOSE KEY PERFORMANCE INDICATORS
KPI: A measurement that can recommend an action.

8. CHOOSE KEY PERFORMANCE INDICATORS (KPI)
E X A M P L E S
 Click through rate (CTR)
 Open Rate
 Engagement
 Reach
 Acquisition Source
 Sales
 Attendance
 Dwell time
 and so on……

9. MEASURE AND REPORT
E X A M P L E S
 Facebook Insights
 Twitter Analytics
 Google Analytics for your
website
 Mailchimp

10. ANALYZE
What did our KPI’s performance tell us?
Did we reach our goal? If not, what did we learn?
Is there additional data that can explain the story
more in depth?
@laurenfrieband

11. ITERATE &
SET NEW GOALS
@laurenfrieband

13. EXAMPLE #1 — PR PARTNERS
Goal and Plan
• Discover new media and PR targets.
Choose KPI
• Which sites are referring traffic to lawrencehallofscience.org,
and how much traffic are they sending?
Measure KPI
• Results of Google analytics referrals metric

14. EXAMPLE #1 — PR PARTNERS
Analyze
• Review Google analytics
Iterate
• We developed a plan for communication with top
referrers, sending them the content they are
interested in.
@laurenfrieband

15. EXAMPLE #2 — MUSEUM STORE
Goal and Plan
• Grow Discovery Corner Store’s holiday revenue. Implement tactic to
use Google for Nonprofits increase web traffic to store.
Choose KPI
• Transaction #s and $ value per transaction. Web traffic to
website.
Measure KPI
• Results of store data metrics, and google analytics referrals
metric.
@laurenfrieband

16. EXAMPLE #2 — MUSEUM STORE
Analyze
• Reached 50% of transaction goal, but 200% of value goal.
We sent dozens of new people to site, but why weren’t
they converting?
Iterate
• 2015 Holiday marketing plan to improve ad-to-landing
page experience. Consider online store UX optimizations.
@laurenfrieband

17. ANALYTICS IN MIND
Lauren Frieband
Acting Director of Marketing
The Lawrence Hall of Science
@laurenfrieband
laurenfrieband@berkeley.ed
u
ANALYTICS
IN MIND

18. Maren Dougherty
Director of Communications and Marketing
Autry National Center of the American West
@MarenReport

19. Using Analytics to Guide Museum Strategies
Maren Dougherty, Director of
Communications and Marketing
@MarenReport | @theAutry

20. “Getting the infrastructure
built to capture data, digest it
and then act on it, I think is
really what the next several
years will be about.”
—Kevin Krone, Southwest
CMO, 2015
"Half my advertising is wasted, I
just don't know which half.”
—Attributed to John Wanamaker
(1838-1922)
"Long gone is spending
guided mostly by
intuition and focus
groups.”—McKinsey &
Company, 2015
“When I was a brand manager, we
were dealing with third-party data
from retailers that was 12 weeks
old. With mobile, you have first
party data from consumers in real
time. That huge change must
have an impact on how we think
about insights.”—Keith Weed,
Unilever CMO, 2015
MARKETING: THEN & NOW

21. The data we collect from our
website and social media
platforms can inform many
decisions—big and small—
related to communications,
marketing, and fundraising.
Listening  Success
MARKETING:
THEN & NOW

22. IMAGE SELECTION
Question:
Which image(s) should we use to promote
our annual Masters of the American West
exhibition?

23. Platform: Instagram
Data: Likes and comments
IMAGE SELECTION

24. TITLE SELECTION
Prior to the fall 2016 unveiling of approximately 20,000
square feet of galleries, garden, and visitor spaces
dedicated to California and the environment, we started
to test public program and marketing initiatives related
to that topic.
Questions:
• What types of programs appeal to our current and
potential audiences?
• What key themes, words, and images resonate with
our target audiences?

25. TITLE SELECTION
Platform: Facebook Ads
Manager
Data: Cost per website click

26. BRAND CLARITY
Question:
How can we advance our strategic priority
to clarify the Autry brand and imbue the
name “Autry” with meaning?

27. BRAND CLARITY
Platforms: Google,
Instagram, and Yelp
Data: Search engine
keywords, hashtags,
relevance rankings

28. QUESTIONS?
Maren Dougherty
E-mail: mdougherty@theautry.org
Twitter: @MarenReport

29. Becky Escamilla
Associate Director, Information Technology
Oakland Museum of California
@peskyra

30. Location Analytics
The power of web analytics in the physical world
Becky Escamilla
Associate Director, Information Technology, Oakland Museum of California
Western Museums Association 2015 Annual Meeting

31. Location Analytics……what?
2nd floor 4pm Wednesday, 10/21

32. What can we learn about OMCA visitors?
Wednesday, 10/21

33. Let’s Drill Down a Bit
Wednesday, 10/21
Applications
Natural Sciences Gallery Mammoth AP

34. Natural Science Gallery
Sunday 10/04

35. History Gallery
Sunday 10/04

36. Art Gallery
Sunday 10/04

37. Friday Nights @ OMCA

38. Friday Nights @ OMCA
Friday 10/16
Measuring potential
Proximity gives insight into the foot traffic around your
building
And determine how many devices pass by and how many visit
• Passerby – detected device that did not meet the
requirement to be considered a visitor.
• Visitors – wireless devices that probe the wireless
network for 5 consecutive minutes.

39. Friday Nights @ OMCA
Friday 10/16
Engagement and Loyalty
Engagement
Groups your unique network "visitors" by the length of their longest visit.
A single visitor who leaves and returns multiple time will only be counted once.
Loyalty
allows you to see how often visitors come by your network. While the identities of these visitors are anonymous,
you can compare the amount of each type of visitors. For example, you can track the days and hours during which
you have more first timers than loyal customers.

40. Challenge: Friday Nights @ OMCA

41. What can you do with location data?
• Design – After analyzing traffic flows you can adjust
your environment to maximize and direct traffic.
• Marketing – Measure the success/failure of a
campaign on museum visitors
• Operations – Evaluate way finding
• Strategy – Implement and evaluate strategies based
on measured visitor behaviors

42. Questions/Comments?
Becky Escamilla
E-mail: bescamilla@museumca.org
Twitter: @peskyra

43. Discussion
Thank you!