answering the big questions with big data
TRANSCRIPT
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Answering the big questions with Big Data
Cimeon EllertonHead of Programmes
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What I’ll talk about
• About Big Data
• Audience Finder / Visitor Finder
• What we know about audiences and
visitors
• Audience Spectrum – UK
segmentation and profiling tool
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Big Data…
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What is big data?
Sharks vs Whales
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Small Data Sharks
Smells blood [hypothesis] and targets specific prey [answers]
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Big Data Whales
• Smells blood [hypothesis] and targets specific prey Captures everything in its path and filters out what is useful
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What really matters
Quality & Reliability – The 5 Rs
1. Recency2. Robustness3. Representative4. Relevant5. Revealing
a Big Data approach means
collecting as much info as
possible and then assessing
its value
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I think I’m a shark but I’d like to be a whale3 steps to evidence based visitor planning and engagement
1. Context matters
2. Standardised and aggregated
3. TAA can help manage and interpret the data
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Become Herring
Sometimes they are filter feeders like many whales
Working together in shoals they hunt crustaceans like sharks
Responding to the environment and working together they are more successful
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Case study: Visitor Finder
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What is Visitor Finder?
A service to help museums collect and use data to understand their visitors and support:
• Audience Development• Advocacy• Planning• Reporting
Aligned with Audience Finder, supported by Arts Council England, but designed for museums
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227 Museums collecting
standardised data
14 clusters of museums
working together
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Visitor
Finder
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Understanding visitors using Audience Spectrum
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Using national data to understand differences between
visitors and audiences – actual and potential
Culturally specific profiling tool
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MetroculturalsCommuterland
Culturebuffs
Experience
Seekers
Dormitory
Dependables
Trips &
Treats
Home &
Heritage
Up Our
Street
Families
Kaleidoscope
CreativityHeydays
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Why?
Different people wantdifferent things fordifferent reasons, havedifferent barriers and need different messages
You can vary:
Price
Product
Place
Promotion…
and get:
More visitors
More often
More money!
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What Audience Spectrum tells us
• Metroculturals HIGHEST propensity to attend Musuems
• Commuterland Culturebuffs HIGHEST propensity to attend Heritage
• Up Our Street LEAST likely to donate overall, • 3 x more likely to give to Museums or
Heritage
• 1/4 Home & Heritage are National Trust membersU
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Visitor Finder results so far...
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1
10
100
1,000
10,000
15,705Visitors surveyed and counting…
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Who are museum audiences?
0%
5%
10%
15%
20%
25%
22%
20%
14%14%
8% 8%
3%
1%
9%
1%
5%
12%
8%
17% 17%
9%
7%
13%
10%
4%
Visitor Finder MuseumsEngland
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Who are museum audiences?
• Metroculturals are the most OVER represented – unsurprising
• Trips and treats are significantly UNDER represented – an opportunity?
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Understanding first time visitors
For a
spe
cial o
ccas
ion
For p
eace
and
qui
et
To e
njoy
the
atm
osph
ere
To e
scap
e fro
m e
very
day
life
For p
rofe
ssiona
l rea
sons
To spe
nd ti
me
with
friend
s/fa
mily
For r
eflec
tion
To b
e in
spire
d
For a
cade
mic re
ason
s
To b
e en
tertaine
d
Visit
ing
mus
eum
s is
an im
portan
t par
t of w
ho I
am
To e
nter
tain
my
child
ren
To b
e in
telle
ctua
lly stim
ulat
ed
To le
arn
som
ethi
ng
To e
duca
te/ s
timul
ate
my
child
ren
To d
o so
met
hing
new
/out
of t
he o
rdin
ary
Other
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
52%46%
41% 41%
33% 32% 31% 30% 27% 26% 26% 24% 22% 21% 20%14%
30%
48%54%
59% 59%
67% 68% 69% 70% 73% 74% 74% 76% 78% 79% 80%86%
70%
Visited before
First timers
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Motivations to attend
FOUR TIMES as many first time visitors attend to:
Educate / stimulate my children
HALF of all attendees attend:
For a special occasion
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Understanding drivers of visits
Physical Word of mouth Digital Other0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
45%
29%
23% 24%
55%
71%
77% 76%
Visited before
First timers
First timers most likely to be prompted by DIGITAL
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Possible actions
• Great DIGITAL comms for first time visitors
• Grow Trips & Treats and possibly Facebook Families
• Demonstrate what’s SPECIAL about you
• Look after metroculturals, commuterland culturebuffs and experience seekers
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Caveats
• Not much data yet from some organisations
• Your context is as important as these indicative findings
• Always consider your mission when planning audience development
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Case study: The power of quantitative surveys
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Outdoor Arts findings
• Mainly ‘Medium engaged’
• Very local (58%, cf. Arts Centres 49% and
Opera/ballet 20%)
• Social, rather than intellectual motivations
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Other data sources: Digital and online
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Hitwise: Online analytics
Millions of UK based internet users tracked, analysed and modeled
• Find out what visitors searched before they arrived at your website
• Find out where they went after visiting your website
• Great companion to Google Analytics• Can also compare clusters of websites
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What Hitwise tells us
ASPIRING HOMEMAKERS• Younger households
settling down in housing priced within their means
• 9% of UK households
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Case study: Cambridge Museums
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Working together to see the bigger picture
• Consistent method of audience data collection and benchmarking
• Provide UCM with usable and practical insights into their visitors
• Strategic overview of visitor trends and comparison with other national museum clusters
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Key findings
• 54% of visits by new visitors
• 35% of visitors on holiday
• Visitors are staying
• 64% of visitors are not specialists
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Outcomes
Cambridge University Museums have used this for:• Reporting and funding• HLF Audience Development Plans• Rebranding• Internal advocacy• Focus groups• Partnership development
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The Future: Bigger, Open, Social, Digital, Predictive
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R&D to bring you more
• Social Network Analysis - what are the conversations that really matter and who's influential in having them?
• Predictive Analytics - stop driving looking in the rear view mirror, look forward to the future by learning from the past
• e.g. Membership - find members in your attenders
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- Who visitors are
- Where they live
- What they do
- What they think
Visitor Finder will tell us