Museum app analytics and how to use them - Keir Winesmith @ Museums and Mobile 6

Dr Keir Winesmith - Manager, Digital Media

http://keirdotnet.net

@drkeir

These slides are about the MCA Insight smart phone appThese slides are about the MCA Insight smart phone app

I’m going to talk about the app, show some stats…I’m going to talk about the app, show some stats…

#MCANow

and explain why we launched #MCANowand explain why we launched #MCANow

and explain why we The launched #right now

and explain why we The launched #right now

MCA Insight

MCA InsightA post-visit follow up email exampleA post-visit follow up email example

MCA Insightwith extra info about the works you collect during your visitwith extra info about the works you collect during your visit

• To build experiences for these

Everything we do is about creating compelling experiences

for our audiences

Everything we do is about creating compelling experiences

for our audiences

Which is why we built our own location awareness system

Which is why we built our own location awareness system

MCA Insight launched April 2012

Flurry Analytics added November 2012

Stats!Stats!

Unsurprisingly most download are in AustraliaUnsurprisingly most download are in Australia

Unsurprisingly most people first use the map

on the ground floor

Unsurprisingly most people first use the map

on the ground floor

Show only artwork around me is twice as popular as Keypad

However people who like Keypad, use it a lot

Usage:

-> 75%-> 35% (50% attrition)-> 14% (10% attrition)

The WHAT’S ON section of the MCA mobile site is about 15 times more popular than the WHAT’S ON section in MCA Insight

In December 2012/January 2013

The WHAT’S ON section of the MCA mobile site is about 15 times more popular than the WHAT’S ON section in MCA Insight


Based on unique users(as distinct from sessions)the MCA mobile site is 10 times more popularthan MCA Insight


Based on unique users(as distinct from sessions)the MCA mobile site is 10 times more popularthan MCA Insight


151

127

93

42

111

49

26

39

17

57

39

25

49

54

32

Flurry tells us thatusers drop off as they scroll down, but they pick up againwhen they reach our temporary exhibitions

Flurry tells us thatusers drop off as they scroll down, but they pick up againwhen they reach our temporary exhibitions

Flurry also tells usthat people who click “tours” are actually looking for “exhibitions”

Flurry also tells usthat people who click “tours” are actually looking for “exhibitions”

1 (tour)

2 (tour)

3 (exhibition)

4 (exhibition)

1

2

3

4

Users primarily look at the first few things and then move onto temporary exhibitions

With the caveat that the collection was on display for 7 months before we added Flurry analytics

So we changedTourstoExhibitions

The Museum of Contemporary Art AustraliaThe Museum of Contemporary Art Australia

Connections to the MCA WiFi From March 2nd to 9th 2013

Connections to the MCA WiFi From March 2nd to 9th 2013

New Years Eve 2012Connections to the MCA WiFi from 5pm December 31st 2012to 10am January 1st 2013

Connections to the MCA WiFi from 5pm December 31st 2012to 10am January 1st 2013

Connected time: 449 days 10 hrs 7 mins Download: 85,530 MB

January 2012

Flurry tells us that visitors aren’t using the social buttons in MCA Insight

Connected time: 449 days 10 hrs 7 mins Download: 85,530 MB

January 2012

So what are they doing?So what are they doing?

taking photos and posting them on Instagram of cousetaking photos and posting them on Instagram of couse

To celebrate people’s stories ofvisiting the MCA and to showcasethe present-tense living and breathing Museum we created #MCANowhttp://www.mca.com.au/now

To celebrate people’s stories ofvisiting the MCA and to showcasethe present-tense living and breathing Museum we created #MCANowhttp://www.mca.com.au/now

Rory, our Digital Media Intern,built a display for the Museum digital signage

Rory, our Digital Media Intern,built a display for the Museum digital signage

Thanks Rory!Thanks Rory!

Flurry Analytics for MCA Insight http://flurry.com

appFigures for app download statistics http://appfigures.com

Traffic Pro for visitor counting http://beonic.com.au

Airwave from Aruba for WiFi usage http://arubanetworks.com

Tristan Interactive built MCA Insight http://tristaninteractive.com

Bespoke indoor tracking software http://mca.com.au/apps/insightbased on the Aruba Mobility controller built by the MCA

Data Sources:

Thanks …and jet packs for all

Questions? @drkeir

Museum app analytics and how to use them - Keir Winesmith @ Museums and Mobile 6

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Transcript of Museum app analytics and how to use them - Keir Winesmith @ Museums and Mobile 6