experience mining: understanding cultural participation in museums

Flickr Credit ~leandrociuffo

EXPERIENCE MINING

Understanding Cultural Participation in Museums

Robert SteinDallas Museum of Art@rjstein

DOES YOUR MUSEUMMAKE A DIFFERENCE?

HOW DO YOU KNOW?

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 IS

AGILE AND RESPONSIVE?

7%Dallas = 6.8M People - 485k 10yr Avg Attendance

Sunday

METRICS WE CARE ABOUT

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

action

LAUNCH DAYJanuary 21, 2013

THE HMS TITANIC ON ITS LAUNCH DAY

A GRANDEXPERIMENT

THE V173 FLYING PANCAKE

A GRANDEXPERIMENT

THE V173 FLYING PANCAKE

… but does it work?

A GRANDEXPERIMENT

THE V173 FLYING PANCAKE

80,600 FRIENDS• 97% of Friends are New to the

DMA• $5M+ support for Friends / Free• 11.75% Repeat Visitors

9.8%Dallas = 6.8M People - 668k FY14 Attendance

+38%vs. 10-yr avg

+23% vs. prior year+

BIG DATA (almost)

2.8M Rows in the Activity Stream1M System Log Events82k+ Users; 12 Fields Each

… Big for Museums Anyways

but what does it all mean?

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

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

A TALEOF

TWO CITIES

Top 20 Zip Codes

Rank# of

Friends Zip Code1 834 752062 706 752143 677 752044 597 750805 558 752436 547 752877 544 752118 536 752289 509 75219

10 504 7507011 478 7509312 477 7520113 476 7500214 468 7502515 425 7508116 424 7504317 420 7505218 414 7524819 394 7502320 393 75074

Dallas Museum of Art

35

African American

Asian

Hispanic

White

Other

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

Dallas, TXDMA Friends

7521775216

7520675214

Most Successful Zip Code A

Most SuccessfulZip Code B

Lagging Zip Code C

Lagging Zip Code D

Texas

Zip Code 75206 75214 75216 75217

Population 36,248 32,950 49,416 80,324 25,145,561

# of DMA Friends 834 706 185 337

Bachelor's Degree or Higher

53.90% 57.60% 6.20% 5% 24.5%

Median Resident Age 30.7 37.1 34.4 26.5 33.7

Average Household Size 1.9 2.1 2.8 3.8 2.8

Median Household Income

$50,894 $63,783 $23,406 $34,984 $49,392

Speak English at Home 69% 81% 71% 40% 65.4%

Foreign Born Population 19.9 12.6 14.5 29.8 16.4

Source: 2010 Census Data

10 MIN DRIVE

1+ HOUR BY PUBLIC TRANSPORTATION

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WHAT MIGHT A NATIONAL ENGAGEMENT NETWORK LOOK LIKE?

VISION PILOT PROJECTS

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

GET THE CODE

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

THANK YOU!@rjstein

THE V173 FLYING PANCAKE NOW SAFELY RESTS IN DALLAS AT THE FRONTIERS OF FLIGHT MUSEUM