Experience Mining: Understanding Cultural Participation in Museums
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Flickr Credit ~leandrociu EXPERIENCE MINING erstanding Cultural Participation in Museums Robert Stein Dallas Museum of Art @rjstein
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Is it possible to design a platform that can collect information about cultural participation of Museums? How might we design a tool that can help inform our Museum staff about the experiences and cultural consumption of visitors in the Museum. Rather than purely counting attendance as the best measure of Museum success, how might we move towards a behavioral analysis of visitor participation and how might this change museum practice?
Transcript of Experience Mining: Understanding Cultural Participation in Museums
Flickr Credit ~leandrociuffo
EXPERIENCE MINING
Understanding Cultural Participation in Museums
Robert SteinDallas Museum of Art@rjstein
DOES YOUR MUSEUMMAKE A DIFFERENCE?
HOW DO YOU KNOW?
HOW DO YOU MEASUREWHAT YOU CAN’T SEE?
Flickr Credit ~liquoredonlife
WHAT IF WE COULD BUILD A SOPHISTICATED LISTENING TOOL THAT WAS SPECIALLY TUNED TO RECORD MUSEUM IMPACT?
CAN DATA HELP CREATEA SMART MUSEUM THAT IS
AGILE AND RESPONSIVE?
7%Dallas = 6.8M People - 485k 10yr Avg Attendance
Sunday
METRICS WE CARE ABOUT
1.Repeat visits2.Diverse participation3.Increased affinity4.Ability to motivate
action
LAUNCH DAYJanuary 21, 2013
THE HMS TITANIC ON ITS LAUNCH DAY
A GRANDEXPERIMENT
THE V173 FLYING PANCAKE
A GRANDEXPERIMENT
THE V173 FLYING PANCAKE
… but does it work?
A GRANDEXPERIMENT
THE V173 FLYING PANCAKE
80,600 FRIENDS• 97% of Friends are New to the
DMA• $5M+ support for Friends / Free• 11.75% Repeat Visitors
9.8%Dallas = 6.8M People - 668k FY14 Attendance
+38%vs. 10-yr avg
+23% vs. prior year+
BIG DATA (almost)
2.8M Rows in the Activity Stream1M System Log Events82k+ Users; 12 Fields Each
… Big for Museums Anyways
but what does it all mean?
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
A TALEOF
TWO CITIES
Top 20 Zip Codes
Rank# of
Friends Zip Code1 834 752062 706 752143 677 752044 597 750805 558 752436 547 752877 544 752118 536 752289 509 75219
10 504 7507011 478 7509312 477 7520113 476 7500214 468 7502515 425 7508116 424 7504317 420 7505218 414 7524819 394 7502320 393 75074
Dallas Museum of Art
35
African American
Asian
Hispanic
White
Other
0% 10% 20% 30% 40% 50% 60%
Dallas, TXDMA Friends
7521775216
7520675214
Most Successful Zip Code A
Most SuccessfulZip Code B
Lagging Zip Code C
Lagging Zip Code D
Texas
Zip Code 75206 75214 75216 75217
Population 36,248 32,950 49,416 80,324 25,145,561
# of DMA Friends 834 706 185 337
Bachelor's Degree or Higher
53.90% 57.60% 6.20% 5% 24.5%
Median Resident Age 30.7 37.1 34.4 26.5 33.7
Average Household Size 1.9 2.1 2.8 3.8 2.8
Median Household Income
$50,894 $63,783 $23,406 $34,984 $49,392
Speak English at Home 69% 81% 71% 40% 65.4%
Foreign Born Population 19.9 12.6 14.5 29.8 16.4
Source: 2010 Census Data
10 MIN DRIVE
1+ HOUR BY PUBLIC TRANSPORTATION
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WHAT MIGHT A NATIONAL ENGAGEMENT NETWORK LOOK LIKE?
VISION PILOT PROJECTS
• Denver Art Museum• Grace Museum, Abilene• LACMA• Minneapolis Institute of ArtsFOUR PILOT SITES
GET THE CODE
http://badgeos.orghttp://github.com/DallasMuseumArt/DMA-Friends
THANK YOU!@rjstein
THE V173 FLYING PANCAKE NOW SAFELY RESTS IN DALLAS AT THE FRONTIERS OF FLIGHT MUSEUM
