Answering the big questions with Big Data
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Transcript of Answering the big questions with Big Data
Answering the big questions with Big Data
Cimeon EllertonHead of Programmes
What I’ll talk about
• About Big Data
• Audience Finder / Visitor Finder
• What we know about audiences and
visitors
• Audience Spectrum – UK
segmentation and profiling tool
Big Data…
What is big data?
Sharks vs Whales
Small Data Sharks
Smells blood [hypothesis] and targets specific prey [answers]
Big Data Whales
• Smells blood [hypothesis] and targets specific prey Captures everything in its path and filters out what is useful
What really matters
Quality & Reliability – The 5 Rs
1. Recency2. Robustness3. Representative4. Relevant5. Revealing
a Big Data approach means
collecting as much info as
possible and then assessing
its value
I think I’m a shark but I’d like to be a whale3 steps to evidence based visitor planning and engagement
1. Context matters
2. Standardised and aggregated
3. TAA can help manage and interpret the data
Become Herring
Sometimes they are filter feeders like many whales
Working together in shoals they hunt crustaceans like sharks
Responding to the environment and working together they are more successful
Case study: Visitor Finder
What is Visitor Finder?
A service to help museums collect and use data to understand their visitors and support:
• Audience Development• Advocacy• Planning• Reporting
Aligned with Audience Finder, supported by Arts Council England, but designed for museums
227 Museums collecting
standardised data
14 clusters of museums
working together
Visitor
Finder
Understanding visitors using Audience Spectrum
Using national data to understand differences between
visitors and audiences – actual and potential
Culturally specific profiling tool
MetroculturalsCommuterland
Culturebuffs
Experience
Seekers
Dormitory
Dependables
Trips &
Treats
Home &
Heritage
Up Our
Street
Families
Kaleidoscope
CreativityHeydays
Why?
Different people wantdifferent things fordifferent reasons, havedifferent barriers and need different messages
You can vary:
Price
Product
Place
Promotion…
and get:
More visitors
More often
More money!
What Audience Spectrum tells us
• Metroculturals HIGHEST propensity to attend Musuems
• Commuterland Culturebuffs HIGHEST propensity to attend Heritage
• Up Our Street LEAST likely to donate overall, • 3 x more likely to give to Museums or
Heritage
• 1/4 Home & Heritage are National Trust membersU
Visitor Finder results so far...
1
10
100
1,000
10,000
15,705Visitors surveyed and counting…
Who are museum audiences?
0%
5%
10%
15%
20%
25%
22%
20%
14%14%
8% 8%
3%
1%
9%
1%
5%
12%
8%
17% 17%
9%
7%
13%
10%
4%
Visitor Finder MuseumsEngland
Who are museum audiences?
• Metroculturals are the most OVER represented – unsurprising
• Trips and treats are significantly UNDER represented – an opportunity?
Understanding first time visitors
For a
spe
cial o
ccas
ion
For p
eace
and
qui
et
To e
njoy
the
atm
osph
ere
To e
scap
e fro
m e
very
day
life
For p
rofe
ssiona
l rea
sons
To spe
nd ti
me
with
friend
s/fa
mily
For r
eflec
tion
To b
e in
spire
d
For a
cade
mic re
ason
s
To b
e en
tertaine
d
Visit
ing
mus
eum
s is
an im
portan
t par
t of w
ho I
am
To e
nter
tain
my
child
ren
To b
e in
telle
ctua
lly stim
ulat
ed
To le
arn
som
ethi
ng
To e
duca
te/ s
timul
ate
my
child
ren
To d
o so
met
hing
new
/out
of t
he o
rdin
ary
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
52%46%
41% 41%
33% 32% 31% 30% 27% 26% 26% 24% 22% 21% 20%14%
30%
48%54%
59% 59%
67% 68% 69% 70% 73% 74% 74% 76% 78% 79% 80%86%
70%
Visited before
First timers
Motivations to attend
FOUR TIMES as many first time visitors attend to:
Educate / stimulate my children
HALF of all attendees attend:
For a special occasion
Understanding drivers of visits
Physical Word of mouth Digital Other0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
45%
29%
23% 24%
55%
71%
77% 76%
Visited before
First timers
First timers most likely to be prompted by DIGITAL
Possible actions
• Great DIGITAL comms for first time visitors
• Grow Trips & Treats and possibly Facebook Families
• Demonstrate what’s SPECIAL about you
• Look after metroculturals, commuterland culturebuffs and experience seekers
Caveats
• Not much data yet from some organisations
• Your context is as important as these indicative findings
• Always consider your mission when planning audience development
Case study: The power of quantitative surveys
Outdoor Arts findings
• Mainly ‘Medium engaged’
• Very local (58%, cf. Arts Centres 49% and
Opera/ballet 20%)
• Social, rather than intellectual motivations
Other data sources: Digital and online
Hitwise: Online analytics
Millions of UK based internet users tracked, analysed and modeled
• Find out what visitors searched before they arrived at your website
• Find out where they went after visiting your website
• Great companion to Google Analytics• Can also compare clusters of websites
What Hitwise tells us
ASPIRING HOMEMAKERS• Younger households
settling down in housing priced within their means
• 9% of UK households
Case study: Cambridge Museums
Working together to see the bigger picture
• Consistent method of audience data collection and benchmarking
• Provide UCM with usable and practical insights into their visitors
• Strategic overview of visitor trends and comparison with other national museum clusters
Key findings
• 54% of visits by new visitors
• 35% of visitors on holiday
• Visitors are staying
• 64% of visitors are not specialists
Outcomes
Cambridge University Museums have used this for:• Reporting and funding• HLF Audience Development Plans• Rebranding• Internal advocacy• Focus groups• Partnership development
The Future: Bigger, Open, Social, Digital, Predictive
R&D to bring you more
• Social Network Analysis - what are the conversations that really matter and who's influential in having them?
• Predictive Analytics - stop driving looking in the rear view mirror, look forward to the future by learning from the past
• e.g. Membership - find members in your attenders
- Who visitors are
- Where they live
- What they do
- What they think
Visitor Finder will tell us