Charting the Course: Using Data in the Museum to Explore, Innovate, and Reach New Audiences

CHARTING THE COURSE

Flickr Credit ~halldororn

USING DATA IN THE MUSEUM TO EXPLORE, INNOVATE, AND REACH NEW AUDIENCES

Robert SteinDallas Museum of Art@rjstein

1. SCALE

2. MAKING FRIENDS

3. DATA IN THE ARTS

4. MISSION IMPACT

5. COLLABORATION

DALLASTEXAS

Flickr Credit ~cliffbaise

7%Dallas = 7.2M People - 485k 10yr Avg Attendance

SCALEThe emergent behavior of groups is

composed from the actions of individuals

SCALEOne European Starling

SCALEFive European Starlings

SCALEOne Hundred Thousand European Starlings

SCALELarge systems exhibit unique properties that form a

context for the individual

Tara Donovan, Untitled, 2014. acrylic and adhesive

Tara Donovan, Untitled, 2014. acrylic and adhesive

Tara Donovan, Untitled, 2014. acrylic and adhesive

All images courtesy of Pace Gallery, photographed by David Behringer. All artworks © Tara Donovan. All images © Pace Gallery.

Tara Donovan, Untitled, 2014. acrylic and adhesive

MUSEUMS ENGAGEWITH INDIVIDUALS

BUT RARELY DOWE THINK ABOUT

ENGAGEMENT

WITH THE ENTIRE AUDIENCE

HOW CAN WE DO BETTER THAN 7%?

MUSEUMS DELIVERINTANGIBLE IMPACT

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 ISAGILE AND RESPONSIVE?

METRICS WE CARE ABOUT

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

MAKINGFRIENDS

KIOSK EXPERIENCE

ACTIVITIES AND BADGES

REWARDS

ACTIVITY STREAM

BACKEND - METRICS

BACKEND - SEARCH

EMAIL INTEGRATION

EMAIL INTEGRATION

RECOMMENDATION ENGINE

API

GET THE CODE

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

DATA IN THE ARTS

A VERY LARGE SAMPLE

Bobby

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

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

BEHAVIOR OF REPEAT VS ONE-TIME VISITORS

NORMALIZEDBY POPULATION

BIG DATA

1.7M Rows of activity data> 100k Users> 20 Fields Each

… Big for Museums Anyways

FORGET THE MATHS SHOW ME SOME RESULTS

103,000 FRIENDS

97% of Friends are New to the DMA

$5M+ support for Friends / Free

+48%

FY12

FY13

FY14

FY15

0

200000

400000

600000

800000

485000

540000

680000

720000

ATTENDANCE

10%Dallas = 7.2M People - 720k Projected FY15 Attendance

Up from < 7% in FY12

ATTENDANCE

DEMOGRAPHICS

THE DALLAS/FORT WORTHCOMBINED STATISTICAL AREA

Have You Been to the Museum Before?

First Visit

Once Before

2-5 Visits

6-10 Visits

More than 10 Visits

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

39%

16%

16%

8%

21%

2015

Never

1 time

2-3 times

4-6 times

7-10 times

11 or more

0% 5% 10% 15% 20% 25% 30% 35%

4%

11%

25%

20%

11%

29%

2008

Age at the DMA and in DFW

60<

50-59

40-49

30-39

18-29

17>

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

14.0%

14.3%

14.7%

14.6%

16.8%

27.5%

12.59%

7.16%

9.36%

21.48%

46.42%

2.72%

Age DMAAge DFW

Age at the DMA in 2008 and Today

60<

50-59

40-49

30-39

18-29

17>

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

12.59%

7.16%

9.36%

21.48%

46.42%

2.72%

2015

65+

54-64

45-54

35-44

25-34

<25

0% 5% 10% 15% 20% 25%

18%

22%

17%

17%

16%

9%

2008

*note – the scale of ages surveyed in 2008 differ from the ages sampled in 2015

Race DMA in 2008 and Today

Multiple Races

American Indian

Asian

Black/African American

White

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

14%

2%

9%

13%

62%

2015

Other

American Indian

Asian

Black/African American

White

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

2%

1%

2%

4%

85%

2008

Race at the DMA and in DFW

Multiple Races

Haiiwan/Pacific Islander

Asian

American Indian

Black/African American

White

0% 10% 20% 30% 40% 50% 60% 70% 80%

2.5%

0.1%

5.2%

0.5%

14.4%

69.8%

13.77%

0.50%

9.35%

1.56%

13.25%

62.08%

Race DMARace DFW

Ethnicity at the DMA and in DFW

Hispanics DFW

Hispanics DMA

Hispanics DMA 2008

0% 5% 10% 15% 20% 25% 30%

26.60%

26.88%

6.00%

SCALECollaboration at

Tara Donovan, Untitled, 2014. styrene index cards, metal, wood, paint and glue

SCALECollaboration at

Tara Donovan, Untitled, 2014. styrene index cards, metal, wood, paint and glue

SCALECollaboration at

Tara Donovan, Untitled, 2014. styrene index cards, metal, wood, paint and glue

Flickr Credit ~Donkeyhotey

WHAT MIGHT A GLOBAL ENGAGEMENT NETWORK LOOK LIKE?

Image courtesy of seoultown.blogspot.com

JOIN US!@rjstein

Tara Donovan, Untitled, 2014. styrene index cards, metal, wood, paint and glue