exploring the barriers to developing data-driven business models in the creative arts sector
TRANSCRIPT
PRESENTED BY: @MaryJaneEdwards @AAM_Associates & @staffsuni Speakers @theartstack
Facilitated by @andyHamflett
Exploring data-driven busiNEss models in the arts
February 2015
AAM.
Context
Exploring the barriers to developing data-driven busIness models in the creative arts sector
This person...
It’s Never been easier! Tools Are simpler & cheaper! Even non-technical people can use them!!!
Terms & Data landscape
Data disciplines • Data science • Machine learning • Data mining • Predictive modelLing • Statistics • Industrial statistics • Mathematical optimisation • Actuarial sciences • High performance Computing
• Operations research • Six sigma • Quant • Artificial intelligence • Computer science • Econometrics • Data engineering • Business intelligence • Data analysis • Business analytics
The Convergence of
mobile social
analytics
cloud Access & context Behaviour
& preference
Computing power & storage
Insights & analysis
Big DAta
Open DAta
In Simple terms
Data discrete facts and figures about people, objects & events
information analysis & processing of data
knowledge distilling information to incorporate experience and values
Business models
Application in business & TECh startups
DATA VALUE CHAIN:
• DATA COLLECTION
• DATA ANALYTICS
• BUSINESS INTELLIGENCE
• CONSULTING SERVICES
• SOFTWARE DEVELOPMENT
SOURCES
• OPEN DATA IN PUBLIC DOMAIN
• ENTERPRISE DATA
• PERSONAL DATA
Delivering against your mission
Describing the rationale of how an organisation creates, delivers, and captures value
Three types of value
Creative. Public. Commercial.
How can data give you better insight to make decisions so you can create value and deliver against your mission?
consumer behaviour
Retail apps
Commercial entertainment
Matching user intent
Targeting the right
user
At the right time
With the right
message
Data as insight
arts & culture
data touch points
Apps
Info screen
Café
WebsitE Audio
guides point
of sale
Gift shop
games
Wifi pings
Wear-ables
Foot fall
“All we know is who walks through the door. We don’t know who they are, what they’re doing or what they’re learning.” Maxwell L. Anderson, Director of the Dallas Museum of Art.
user (visitor) experience
The louvre visiting style
The Science Museum fundraising desk
Dma free membership
DMA personal profiles
DMA rewarding engagement
Crowd management wireless festival
Taking it to the next level
Cooper hewitt pen
Cooper hewitt api
Aaron straup Cope, lead engineer
“The API is there to develop multiple interfaces. That’s the whole point of an API – you let go of control around how people interpret data and give them what they ask for, and then have the confidence they’ll find a way to organise it that makes sense for them.”
Artsy’s Art Genome project
I don’t have a building or data!
Crowd funding data
The rules of the curve
Growth hacking principles
Acquisition – how do users find you? Activation – do users have a great experience? Retention – do users come back? Revenue – how do you make money? Referral – do users tell others?
Pooled membership
Measuring the intangible artory app
Non ticketed I’m @ App
And breathe...
No one knows what to do!
Open session overview
Instinct vs. insight
Internet & Data privacy
Starter for ten 1. If you could do anything with your data tomorrow
what would you do with it? 2. What would stop you from doing this? 3. how have you used data to change your business
for the better? 4. how did you make it happen? 5. Did anything get in your way? 6. What would be a data ‘game changer’ for the
sector?
Discussion
Feedback – key points
Final thoughts & questions
THANKS for your tIME!
AAM.
Feel free to get in touch if you have any questions or would like to hear more about our work.
@MaryJaneEdwards @AAM_Associates @andyhamflett @StaffsUni
Links 1 • IBM infographic: http://www.ibmbigdatahub.com/infographic/four-vs-big-data • Starbucks payment app: http://tinyurl.com/ptvmuzr • Macy’s beacon app:
http://www.washingtonpost.com/news/business/wp/2014/09/25/is-the-new-technology-at-macys-our-first-glimpse-of-the-future-of-retail/
• Shazam: http://www.forbes.com/sites/katherynthayer/2014/12/10/shazam-and-spotify-put-data-on-the-playlist/?ss=data-companies
• Jawbone: http://mobihealthnews.com/39890/report-fitbit-expected-to-ipo-in-2015-jawbone-experiments-with-brands/
• Optimizely: https://www.optimizely.com
Links 2
• DMA free membership: https://www.dma.org/visit/dma-friends • DMA personal profiles: http://vimeo.com/61111779 • DMA 1930’s makeover:
https://uncrated.wordpress.com/2013/10/21/permanent-waves-and-lipstick-craves/ • The louvre beacon case study: http://senseable.mit.edu/louvre/ • The Science museum fundraising desk:
http://www.effectivedesign.org.uk/winners/2014/events-visitor-attractions/science-museum-fundraiser-desk
• Crowd connected, wireless festival: http://www.surrey-research-park.com/files/SRP%20News%20Winter%202014-2015%20email.pdf?utm_content=buffer15a09&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer
• Cooper HewitT: https://www.cooperhewitt.org/new-experience/ • Aaron Straup Cope Quote:
http://www.theatlantic.com/technology/archive/2015/01/how-to-build-the-museum-of-the-future/384646/
• Artsy art genome project: https://www.artsy.net/theartgenomeproject
Links 3
• CrowD funding: https://www.patreon.com, http://tocyn.launchrock.com, http://www.artfund.org/get-involved/art-happens
• The Curve: http://www.thecurveonline.com • We are public: http://wearepublic.nl/en/ • Im @ APP: http://www.im-at-app.com • Im @ APP Liverpool pilot:
http://www.theguardian.com/culture-professionals-network/2014/dec/12/how-we-made-im-at-app-liverpool-culture
• Plymouth app artory: http://www.theguardian.com/culture-professionals-network/2015/feb/06/artory-culture-plymouth-app-story