Using Analytics to Guide Your Museum Strategies
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The 2015 Western Museums Association annual meeting focused on utilizing analytics to improve museum strategies, featuring presentations from experts in marketing and technology. Attendees discussed the importance of setting measurable goals using key performance indicators (KPIs) to assess and iterate on their marketing efforts, as well as the potential of location analytics to enhance visitor engagement. The session emphasized the need for data-driven decision-making in museum operations and marketing to better understand and serve audiences.
Using Analytics to Guide Your Museum Strategies
- 1. Western Museums Association 2015 Annual Meeting Using Analytics to Guide Your Museum Strategies Moderator: Lauren Valone, Digital Media Specialist, Museum of History and Industry Presenters: Becky Escamilla, Associate Director, Information Technology, Oakland Museum of California Lauren Frieband, Assistant Director of Marketing, Lawrence Hall of Science Maren Dougherty, Director of Communications and Marketing, Autry National Center of the American West
- 2. Lauren Frieband Assistant Director of Marketing Lawrence Hall of Science @laurenfrieband
- 3. ANALYTICS IN MIND Lauren Frieband Acting Director of Marketing The Lawrence Hall of Science @laurenfrieband ANALYTICS IN MIND
- 4. THE PLACE OF ANECDOTAL ANALYTICS IN YOUR PLAN Set Goals Anecdotal Accounts ? Iterate @laurenfrieband
- 6. THE PLACE OF MEASURABLE ANALYTICS IN YOUR PLAN Set Goals Choose KPI Measur e KPI Analyze Results Iterate @laurenfrieband
- 7. CHOOSE KEY PERFORMANCE INDICATORS KPI: A measurement that can recommend an action.
- 8. 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……
- 9. MEASURE AND REPORT E X A M P L E S Facebook Insights Twitter Analytics Google Analytics for your website Mailchimp
- 10. 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
- 11. ITERATE & SET NEW GOALS @laurenfrieband
- 13. EXAMPLE #1 — PR PARTNERS Goal 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
- 14. EXAMPLE #1 — PR PARTNERS Analyze • Review Google analytics Iterate • We developed a plan for communication with top referrers, sending them the content they are interested in. @laurenfrieband
- 15. EXAMPLE #2 — MUSEUM STORE Goal 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
- 16. EXAMPLE #2 — MUSEUM STORE Analyze • 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
- 17. ANALYTICS IN MIND Lauren Frieband Acting Director of Marketing The Lawrence Hall of Science @laurenfrieband laurenfrieband@berkeley.ed u ANALYTICS IN MIND
- 18. Maren Dougherty Director of Communications and Marketing Autry National Center of the American West @MarenReport
- 19. Using Analytics to Guide Museum Strategies Maren Dougherty, Director of Communications and Marketing @MarenReport | @theAutry
- 20. “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
- 21. 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
- 22. IMAGE SELECTION Question: Which image(s) should we use to promote our annual Masters of the American West exhibition?
- 23. Platform: Instagram Data: Likes and comments IMAGE SELECTION
- 24. 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?
- 25. TITLE SELECTION Platform: Facebook Ads Manager Data: Cost per website click
- 26. BRAND CLARITY Question: How can we advance our strategic priority to clarify the Autry brand and imbue the name “Autry” with meaning?
- 27. BRAND CLARITY Platforms: Google, Instagram, and Yelp Data: Search engine keywords, hashtags, relevance rankings
- 28. QUESTIONS? Maren Dougherty E-mail: mdougherty@theautry.org Twitter: @MarenReport
- 29. Becky Escamilla Associate Director, Information Technology Oakland Museum of California @peskyra
- 30. Location Analytics The power of web analytics in the physical world Becky Escamilla Associate Director, Information Technology, Oakland Museum of California Western Museums Association 2015 Annual Meeting
- 31. Location Analytics……what? 2nd floor 4pm Wednesday, 10/21
- 32. What can we learn about OMCA visitors? Wednesday, 10/21
- 33. Let’s Drill Down a Bit Wednesday, 10/21 Applications Natural Sciences Gallery Mammoth AP
- 34. Natural Science Gallery Sunday 10/04
- 37. Friday Nights @ OMCA
- 38. Friday Nights @ OMCA Friday 10/16 Measuring potential Proximity gives insight into the foot traffic around your building And 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.
- 39. 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.
- 40. Challenge: Friday Nights @ OMCA
- 41. 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
Editor's Notes
- #32: 2nd floor; WiFi analytics
- #33: What devices do people use, how many and how much Where
- #34: What are they doing with these devices? NatSci Gallery Mammoth AP
- #35: What are the applications Average Duration: 63.4 Connected Customers: 219 Connected Customers by hour Outside Opportunity
- #36: What are the applications Average Duration: 75 minutes Connected Customers: 191.7 Connected Customers by hour Outside Opportunity
- #37: What are the applications Average Duration: 56 minutes Connected Customers: 288.6 Connected Customers by hour Outside Opportunity
- #38: Food truck non gallery spaces. Gardens amphitheater
- #39: Food truck non gallery spaces. Gardens amphitheater
- #40: Food truck non gallery spaces. Gardens amphitheater
- #41: The orange box = Gallery
- #42: Food truck non gallery spaces. Gardens amphitheater
- #43: Food truck non gallery spaces. Gardens amphitheater