DEVELOPING ENHANCED
INFORMATION ON MUSEUM /
CULTURAL INSTITUTION VISITORS
John Stack, Digital Director, Science Museum Group, UK

10,000,000
20,000,000
30,000,000
40,000,000
BritishMuseum
TateGroup
V&A
ScienceMuseumGroup
NaturalHistoryMuseum
ImperialWarMuseums
RoyalMuseumsGreenwich
NationalPortraitGallery
NationalGallery
NationalMuseumsLiverpool
Museum Online
HOW MANY PEOPLE COME?
https://www.gov.uk/government/statistics/sponsored-museums-and-galleries-annual-performance-indicators-201718

WHY DO THEY VISITS US ONLINE?
https://mw2015.museumsandtheweb.com/paper/finding-the-motivation-behind-a-click-definition-and-implementation-of-a-website-
audience-segmentation/

WHAT ARE THEY DOING?

WHAT’S THE RESPONSE TO OUR CONTENT?

WHAT CAN WE KNOW ABOUT THEM?

HOW ARE THEY GETTING TO MUSEUMS?

WHAT CONTENT MIGHT MEET UNMET NEEDS?

WHAT BEHAVIOURS ARE THERE ON SOCIAL MEDIA?
https://mw2013.museumsandtheweb.com/paper/diving-into-the-museums-social-media-stream/

https://mw2013.museumsandtheweb.com/paper/diving-into-the-museums-social-media-stream/
WHAT DOES VISITOR SOCIAL MEDIA TELL US?

https://research.sas.ac.uk/search/student/1304/ms-rhiannon-lewis/
HOW ARE AUDIENCES REUSING CONTENT ON SOCIAL MEDIA?

WHERE ELSE ARE AUDIENCES REUSING MUSEUM CONTENT?
https://mw2013.museumsandtheweb.com/paper/where-do-images-of-art-go-once-they-go-online-a-reverse-image-lookup-study-to-
assess-the-dissemination-of-digitized-cultural-heritage/

WHAT DO WE KNOW ABOUT OUR PHYSICAL VISITORS?
https://mw2014.museumsandtheweb.com/paper/seeing-the-forest-and-the-trees-how-engagement-analytics-can-help-museums-
connect-to-audiences-at-scale/

HOW DO VISITORS BEHAVE IN OUR MUSEUMS?
https://www.gizmodo.co.uk/2017/04/exclusive-heres-what-museums-learn-by-tracking-your-phone/

HOW ARE AUDIENCES USING DIGITAL INTERACTIVE IN THE MUSEUM?
https://blog.nms.ac.uk/2018/08/30/data-led-design-using-visitor-behaviour-to-inform-touchscreen-content/

THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
• What are the impacts we’re having on online visitors?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
• What are the impacts we’re having on online visitors?
• How are audiences behaviours evolving?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
• What are the impacts we’re having on online visitors?
• How are audiences behaviours evolving?
• How might realtime analytics enhance the museum’s operations?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
• What are the impacts we’re having on online visitors?
• How are audiences behaviours evolving?
• How might realtime analytics enhance the museum’s operations?
• Do we have the analytical tools and associated skills that we need?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
• What are the impacts we’re having on online visitors?
• How are audiences behaviours evolving?
• How might realtime analytics enhance the museum’s operations?
• Do we have the analytical tools and associated skills that we need?
• What emerging tools are there and what might they enable?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
• What are the impacts we’re having on online visitors?
• How are audiences behaviours evolving?
• How might realtime analytics enhance the museum’s operations?
• Do we have the analytical tools and associated skills that we need?
• What emerging tools are there and what might they enable?
• Do we have the skills to use these tools?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
• What are the impacts we’re having on online visitors?
• How are audiences behaviours evolving?
• How might realtime analytics enhance the museum’s operations?
• Do we have the analytical tools and associated skills that we need?
• What emerging tools are there and what might they enable?
• Do we have the skills to use these tools?
• What are the impacts of legislative and regulatory constraints?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
• What are the impacts we’re having on online visitors?
• How are audiences behaviours evolving?
• How might realtime analytics enhance the museum’s operations?
• Do we have the analytical tools and associated skills that we need?
• What emerging tools are there and what might they enable?
• Do we have the skills to use these tools?
• What are the impacts of legislative and regulatory constraints?
• What are the ethical considerations of tracking visitors?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…

• What is the full potential of museums online?
• What are the impacts we’re having on online visitors?
• How are audiences behaviours evolving?
• How might realtime analytics enhance the museum’s operations?
• Do we have the analytical tools and associated skills that we need?
• What emerging tools are there and what might they enable?
• Do we have the skills to use these tools?
• What are the impacts of legislative and regulatory constraints?
• What are the ethical considerations of tracking visitors?
THOUGHTS ON POSSIBLE AREAS TO GO NEXT…