Series1

Western Museums Association 2015 Annual

Meeting

Using Analytics to Guide Your Museum Strategies

Moderator: Lauren Valone, Digital Media Specialist, Museum of History and IndustryPresenters: Becky Escamilla, Associate Director, Information Technology, Oakland Museum of CaliforniaLauren Frieband, Assistant Director of Marketing, Lawrence Hall of ScienceMaren Dougherty, Director of Communications and Marketing, Autry National Center of the American West

Lauren FriebandAssistant Director of Marketing

Lawrence Hall of Science@laurenfrieband

ANALYTICS IN MIND

Lauren FriebandActing Director of

MarketingThe Lawrence Hall of

Science@laurenfrieband

ANALYTICS IN MIND

THE PLACE OF ANECDOTAL ANALYTICS IN YOUR PLAN

Set Goals

Anecdotal Accounts ?Iterat

e

@laurenfrieband

@laurenfrieband

THE PLACE OF MEASURABLE ANALYTICS IN YOUR PLAN

Set Goals

Choose KPI

Measure KPI

Analyze

Results

Iterate

@laurenfrieband

CHOOSE KEY PERFORMANCE INDICATORS

KPI: A measurement that can recommend an action.

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……

MEASURE AND REPORT

E X A M P L E S

Facebook Insights Twitter Analytics Google Analytics for

your website Mailchimp

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

ITERATE &SET NEW GOALS

@laurenfrieband

MISSION

EXAMPLE #1 — PR PARTNERSGoal 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

EXAMPLE #1 — PR PARTNERS

Analyze• Review Google analyticsIterate• We developed a plan for communication

with top referrers, sending them the content they are interested in.

@laurenfrieband

EXAMPLE #2 — MUSEUM STOREGoal 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

EXAMPLE #2 — MUSEUM STOREAnalyze• 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

ANALYTICS IN MIND

Lauren FriebandActing Director of

MarketingThe Lawrence Hall of

Science

@laurenfriebandlaurenfrieband@berkele

y.edu

ANALYTICS IN MIND

Maren DoughertyDirector of Communications and MarketingAutry National Center of the American West

@MarenReport

Using Analytics to Guide Museum StrategiesMaren Dougherty, Director of

Communications and Marketing@MarenReport | @theAutry

“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

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

IMAGE SELECTION

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

Platform: InstagramData: Likes and comments

IMAGE SELECTION

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?

TITLE SELECTION

Platform: Facebook Ads Manager

Data: Cost per website click

BRAND CLARITY

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

BRAND CLARITY

Platforms: Google, Instagram, and Yelp

Data: Search engine keywords, hashtags, relevance rankings

QUESTIONS?

Maren DoughertyE-mail: mdougherty@theautry.org Twitter: @MarenReport

Becky EscamillaAssociate Director, Information Technology

Oakland Museum of California@peskyra

Location Analytics The power of web analytics in the physical world

Becky EscamillaAssociate Director, Information Technology, Oakland Museum of California

Western Museums Association 2015 Annual Meeting

Location Analytics……what?

2nd floor 4pm Wednesday, 10/21

What can we learn about OMCA visitors?

Wednesday, 10/21

Let’s Drill Down a Bit

Wednesday, 10/21

Applications

Natural Sciences Gallery Mammoth AP

Natural Science Gallery

Sunday 10/04

History Gallery

Sunday 10/04

Art Gallery

Sunday 10/04

Friday Nights @ OMCA

Friday Nights @ OMCA

Friday 10/16

Measuring potential

Proximity gives insight into the foot traffic around your buildingAnd 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.

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.

Challenge: Friday Nights @ OMCA

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

Questions/Comments?

Becky EscamillaE-mail: bescamilla@museumca.orgTwitter: @peskyra

DiscussionThank you!