Why is data in museums so important? Here's what the Science Museum Group says -
"It’s empowered us to be a team that says ‘yes’. We can prototype things very quickly."
How did data help them?
Science Museum Group, an umbrella for five museums attracts 3.8 million visitors annually and houses an astounding 7.3 million items. The Group's decision to relocate 320,000 small objects to the National Collection Center (NCC) as part of the One Collection project, was a mammoth 'museum analytics' task, involving detailed inventory, photographing items, and ensuring each piece was easily traceable post-move.
As a result, they moved to SnapLogic technology to improve journeys for visitors, employees, and researchers.
Tom Saunders, the Lead IT Software Developer at the Group, highlights the next steps: expanding the management information hub for self-service and integrating customer experience with their online platform.
Here's one thing that we can take away from this instance, for the Science Group it isn't about collecting data, as much as it is about making it accessible and manageable.
However, the role of data extends beyond. Think enhanced visitor experiences, marketing strategies, and operational efficiency. The availability of diverse data types and collection methods opens a treasure trove of insights.
In this blog, we delve deeper into these various data types and explore how statistics in museums can be harnessed to revolutionize the museum experience.
Why Museums Should Collect Data
Peter Sondergaard, Senior Vice President and Global Head of Research at Gartner, Inc. once said, "Information is the oil of the 21st century, and analytics is the combustion engine."
The primary motive for collecting data in museums is to forge a deeper connection with the audience.
But what kind of data should your museum be collecting?
What Data Should Your Museum Be Collecting?
The kind of data collected ranges widely, dictated by each museum's technical resources and staff capabilities. It spans from traditional surveys and polls to contemporary methods like website visitor analytics, social media profiling, ticket sales analysis, and IoT-based indoor location tracking.
Surveys and polls are essential in shaping decisions about exhibitions and operations, offering direct feedback from visitors. Google Analytics and similar tools shed light on the online behavior of potential visitors, providing a digital snapshot of the audience.
Advanced 'museum analytics' also comes from IoT devices like Bluetooth beacons and WiFi routers, which generate heatmaps to track visitor movements.
Tracking ticket sales is equally important. This data, integrated with business intelligence tools, helps understand visitor trends and tailor marketing strategies effectively.
For museums seeking to leverage their data further, investing in data science or machine learning is an intelligent move. These technologies allow for predictive analysis of attendance and visitor behavior, considering external factors like weather and competing attractions.
Let us now learn about these benefits through a deeper lens.
Impact of Statistics On Decision-Making
Improving User Experience
Businesses are always focused on giving their customers the best possible experience. But, why?
Bain and Co. argue that increasing customer retention rates by just 5% can increase profits by between 25% and 95%.
The same applies to museums. Understanding and responding to visitor behavior, preferences, and needs through data should be the industry's current priority.
This deeper insight allows museums to tailor their offerings.
Take, for example, the innovative approach adopted by Museums22 for The Maratha Light Infantry Regimental Centre, located in Belagavi, Karnataka. The museum, which chronicles the rich history of one of the oldest regiments in the Indian Army dating back to 1768, presents a unique challenge in narrating its complex and layered history.
To address this, Museums22 implemented a tech-enabled motivational training solution with an audio guide at the museum, divided into four main sections. Each section represents a different era of the regiment's history, from its inception to its current role in the Indian Army.
What change did we observe?
Out of 93 registered users of the app, an impressive 83 remained active, indicating strong engagement and interest. The total number of points visited by these users reached 400, suggesting deep exploration and interaction within the museum space.
Furthermore, the app usage was exclusively through Android devices, with a 100% adoption rate among Android users, demonstrating the technological preferences of the museum's audience.
Attracting visitors
Data-driven strategies are always a hit.
Therefore, by delving into visitor demographics, preferences, and behavior, museums can craft targeted marketing campaigns.
Museums22's work with the Street Art Tours project is a perfect example of this.
The Street Art Tours in Lodhi Colony and Kannagi Nagar, hosted on the HopOn India App and sponsored by Asian Paints Limited, offer an innovative street art exploration through location-based audio-visual solutions.
Our data-driven strategy skyrocketed the engagement metrics:
The Street Art Tours have garnered a significant user base with 27,791 registered users, of whom 12,871 are active, demonstrating substantial interest and interaction. This engagement is further highlighted by the 9,992 total points visited and 158 QR scans, indicating deep user interaction and exploration of the artworks.
Moreover, the mode of usage statistics reflects a tech-savvy audience, with 68% of users on Android and 32% on iOS. This data is invaluable in tailoring future campaigns and experiences to the preferences of the user base. The tours' accessibility through both Android and iOS platforms, as well as the total of 28,945 tours accessed across these platforms.
Driving revenue
How data helps museums with revenue generation is best demonstrated through an example.
Located in Hyderabad, India, the Salar Jung Museum, with its vast collection of art objects, manuscripts, and books, faced the challenge of improving revenue streams while enhancing visitor experience. To tackle this, the museum partnered with our team to develop an audio guide app, merging it with the existing 'Camera Ticket' to create a combined 'Camera+ Audio Ticket'.
The introduction of this app led to a noticeable surge in user engagement.
52,516 registered users of the app, with a remarkable 50,721 remaining active. A total of 81,317 points were visited, and 10,019 QR scans were conducted, indicating high levels of interaction and engagement.
Implementing an access code system for the audio guide content allowed the museum to protect the premium content as well as personalize the visitor experience. Moreover, free preview tours served as a compelling teaser, encouraging visitors to upgrade to the full audio guide experience.
The usage data, with 52% on Android, 32% on the web, and 17% on iOS, provides insights into the technological preferences of the museum's audience, guiding future strategies. In total, 56,956 tours were accessed across platforms, showcasing the wide-reaching impact of this initiative.
Excelling Operational Efficiency And Exhibitions
The American Alliance of Museums survey indicates a significant 78% of museums have adopted or plan to adopt data analytics tools. This shift is the result of the benefits offered by data-driven decision-making.
A telling example is provided by the Association of Art Museum Directors report, which highlights that museums utilizing foot traffic data for operational planning have seen an average reduction of 25% in operational costs during off-peak hours. Such data-driven resource allocation aids in financial sustainability while ensuring a high-quality visitor experience, even during varying visitor volumes.
Similarly, the case study of the Louvre Museum in Paris further illustrates the power of data in enhancing visitor engagement. By rearranging exhibits strategically based on foot traffic data, the Louvre achieved a 15% increase in visitor engagement.
Your Ally Through this Digital Transformation
In short, data in museums unlock visitor engagement, operational efficiency, and financial sustainability for these institutions.
This is where Museums22 emerges as a game-changer.
In the past, the transition to digital involved hefty expenses for application development, engaging consultants, designers, content writers, and more. However, Museums22 revolutionizes this process with its streamlined, cost-effective approach.
Our services encompass everything from the development of audio guide apps to innovative GPS-based tours, enriching the visitor experience with immersive and interactive content. We also provide a robust analytics dashboard, enabling museums to glean valuable insights into visitor behavior and preferences.
Our expertise lies in creating platforms that are intuitive and easy to navigate, ensuring that both the tech-savvy and the less digitally inclined can enjoy a seamless experience.
With Museums22, the digital transformation of your museum becomes an effortless journey. Our subscription-based model provides access to a full suite of services at just $199!
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