SEEING THE FOREST AND THE TREESHow Engagement Analytics can Help Museums Connect to Audiences at Scale

Robert SteinDallas Museum of Art

@rjstein

Bruce WymanUSD Design | MACH Consulting

@bwyman

HOW DO YOU MEASUREWHAT YOU CAN’T SEE?

Flickr Credit ~liquoredonlife

IS IT POSSIBLE TO CREATE A PLATFORM FOR ENGAGEMENT?

CAN DATA HELP CREATEA MUSEUM THAT IS

AGILE AND RESPONSIVE?

The Largest Art Museum in the Region110 Years OldSupported by the City of DallasNOT a Tourist Destination

The 2010 U.S. census reports that only 14.5% of US Adults visited museums in the prior 12 months (Census, 2012).

8%Dallas = 6.5M People - 500k Annual Attendance

METRICS WE CARE ABOUT

1.Repeat visits2.Diverse participation3.Increased affinity4.Ability to motivate

action

DMAfriendsHOW IS IT BUILT TODAY?

Current Software Architecture

Launch DayJanuary 21, 2013

DMAfriendsdeep dive

Taking a

BIG DATA (almost)

1M Rows in the Activity Stream1M System Log Events20+ User Profile Fields

… Big for Museums Anyways

What’s the datateaching us?

http://dma.org/friends/by-the-numbers

http://dma.org/friends/by-the-numbers

http://dma.org/friends/by-the-numbers

http://dma.org/friends/by-the-numbers

http://dma.org/friends/by-the-numbers

http://dma.org/friends/by-the-numbers

Bobby

SOFTWAREFOUNDATION / The Future

GOAL: Can we use data to make our museum more effective at producing engaged and invested members?

??

?

??

?

??

?

?

?

?

??

?

????

??

??

??

?

?

WHAT MIGHT A NATIONAL ENGAGEMENT NETWORK LOOK LIKE?

VISION PILOT PROJECTS• Denver Art Museum• Grace Museum, Abilene• LACMA• Minneapolis Institute of ArtsFOUR PILOT SITES

MOST IMPORTANTOUTCOME

GET THE CODE

http://badgeos.orghttp://github.com/DallasMuseumArt/DMA-Friends