using analytics to guide your museum strategies
TRANSCRIPT
Series1
Western Museums Association 2015 Annual
Meeting
Using Analytics to Guide Your Museum Strategies
Moderator: Lauren Valone, Digital Media Specialist, Museum of History and IndustryPresenters: Becky Escamilla, Associate Director, Information Technology, Oakland Museum of CaliforniaLauren Frieband, Assistant Director of Marketing, Lawrence Hall of ScienceMaren Dougherty, Director of Communications and Marketing, Autry National Center of the American West
ANALYTICS IN MIND
Lauren FriebandActing Director of
MarketingThe Lawrence Hall of
Science@laurenfrieband
ANALYTICS IN MIND
THE PLACE OF ANECDOTAL ANALYTICS IN YOUR PLAN
Set Goals
Anecdotal Accounts ?Iterat
e
@laurenfrieband
THE PLACE OF MEASURABLE ANALYTICS IN YOUR PLAN
Set Goals
Choose KPI
Measure KPI
Analyze
Results
Iterate
@laurenfrieband
CHOOSE KEY PERFORMANCE INDICATORS (KPI)
E X A M P L E S
Click through rate (CTR) Open Rate Engagement Reach Acquisition Source Sales Attendance Dwell time and so on……
MEASURE AND REPORT
E X A M P L E S
Facebook Insights Twitter Analytics Google Analytics for
your website Mailchimp
ANALYZE
What did our KPI’s performance tell us?
Did we reach our goal? If not, what did we learn?
Is there additional data that can explain the story more in depth?
@laurenfrieband
EXAMPLE #1 — PR PARTNERSGoal and Plan• Discover new media and PR targets. Choose KPI• Which sites are referring traffic to
lawrencehallofscience.org, and how much traffic are they sending?
Measure KPI• Results of Google analytics referrals metric
EXAMPLE #1 — PR PARTNERS
Analyze• Review Google analyticsIterate• We developed a plan for communication
with top referrers, sending them the content they are interested in.
@laurenfrieband
EXAMPLE #2 — MUSEUM STOREGoal and Plan• Grow Discovery Corner Store’s holiday revenue.
Implement tactic to use Google for Nonprofits increase web traffic to store.
Choose KPI• Transaction #s and $ value per transaction. Web
traffic to website. Measure KPI• Results of store data metrics, and google analytics
referrals metric.
@laurenfrieband
EXAMPLE #2 — MUSEUM STOREAnalyze• Reached 50% of transaction goal, but 200% of
value goal. We sent dozens of new people to site, but why weren’t they converting?
Iterate• 2015 Holiday marketing plan to improve ad-to-
landing page experience. Consider online store UX optimizations.
@laurenfrieband
ANALYTICS IN MIND
Lauren FriebandActing Director of
MarketingThe Lawrence Hall of
Science
@laurenfriebandlaurenfrieband@berkele
y.edu
ANALYTICS IN MIND
Maren DoughertyDirector of Communications and MarketingAutry National Center of the American West
@MarenReport
Using Analytics to Guide Museum StrategiesMaren Dougherty, Director of
Communications and Marketing@MarenReport | @theAutry
“Getting the infrastructure built to capture data, digest it and then act on it, I think is really what the next several years will be about.”—Kevin Krone, Southwest CMO, 2015
"Half my advertising is wasted, I just don't know which half.”—Attributed to John Wanamaker (1838-1922)
"Long gone is spending guided mostly by
intuition and focus groups.”—McKinsey &
Company, 2015
“When I was a brand manager, we were dealing with third-party data
from retailers that was 12 weeks old. With mobile, you have first
party data from consumers in real time. That huge change must
have an impact on how we think about insights.”—Keith Weed,
Unilever CMO, 2015
MARKETING: THEN & NOW
The data we collect from our website and social media platforms can inform many decisions—big and small—related to communications, marketing, and fundraising.
Listening Success
MARKETING: THEN & NOW
IMAGE SELECTION
Question:Which image(s) should we use to promote our annual Masters of the American West exhibition?
TITLE SELECTION
Prior to the fall 2016 unveiling of approximately 20,000 square feet of galleries, garden, and visitor spaces dedicated to California and the environment, we started to test public program and marketing initiatives related to that topic.
Questions: • What types of programs appeal to our current and
potential audiences?• What key themes, words, and images resonate with
our target audiences?
BRAND CLARITY
Question:How can we advance our strategic priority to clarify the Autry brand and imbue the name “Autry” with meaning?
BRAND CLARITY
Platforms: Google, Instagram, and Yelp
Data: Search engine keywords, hashtags, relevance rankings
Location Analytics The power of web analytics in the physical world
Becky EscamillaAssociate Director, Information Technology, Oakland Museum of California
Western Museums Association 2015 Annual Meeting
Friday Nights @ OMCA
Friday 10/16
Measuring potential
Proximity gives insight into the foot traffic around your buildingAnd determine how many devices pass by and how many visit
• Passerby – detected device that did not meet the requirement to be considered a visitor.
• Visitors – wireless devices that probe the wireless network for 5 consecutive minutes.
Friday Nights @ OMCA
Friday 10/16
Engagement and Loyalty
Engagement Groups your unique network "visitors" by the length of their longest visit.A single visitor who leaves and returns multiple time will only be counted once.
Loyalty allows you to see how often visitors come by your network. While the identities of these visitors are anonymous, you can compare the amount of each type of visitors. For example, you can track the days and hours during which you have more first timers than loyal customers.
What can you do with location data?
• Design – After analyzing traffic flows you can adjust
your environment to maximize and direct traffic.
• Marketing – Measure the success/failure of a
campaign on museum visitors
• Operations – Evaluate way finding
• Strategy – Implement and evaluate strategies based
on measured visitor behaviors