The Museum of Modern ArtDiana Pan

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Agenda

• Museum Background

• Why Salesforce? MoMA’s 360 Degree Customer View Challenge

• What We Implemented

• Challenges and What’s Next?

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Overview

• Founded in 1929

• MoMA today provides the world with one of the most comprehensive and panoramic views into modern art

– 150,000 paintings, sculptures, drawings, prints, photographs, architectural models and drawings, and design objects

– 22,000 films and four million film stills

– 300,000 books, artist books, and periodicals

• MoMA is dedicated to its role as an educational institution and a premier research facility.

• Since January 2000, MoMA has had a unique affiliation with P.S.1 Contemporary Art Center, now called MoMA PS1. MoMA PS1 is one of the world’s oldest and largest organizations devoted solely to the advancement of contemporary art.

• Today, the Museum and P.S.1 welcome thousands of visitors every year. A still larger public is served by the Museum's national and international programs of circulating exhibitions, loan programs, Library and Archives holdings, Web site and educational activities

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MoMA by the Numbers

• Works in the collection: 150,000+• Annual visitors: ~3M• Annual visitors online: ~16M• Members: ~140,000• Facebook Fans: >1.5M• Twitter Followers: >1.5M • Staff: 750• Facilities: 7• Annual Budget: ~$115M

Magritte: The Mystery of the Ordinary

(on view through 1/12)

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Robert Rauschenberg’s ‘Canyon’

(donated to MoMA 2012), on view now as part of the

Sonnabend Collection exhibit

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Tilda Swinton’s The Maybe

“Tilda Swinton. Scottish, born

1960. The Maybe

1995/2013. Living artist, glass,

steel, mattress, pillow, linen, water and spectacles."

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Random International’s Rain Room

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Isaac Julien: Ten Thousand Waves

MoMA’s Challenge:Creating a 360 Degree Customer View

The Museum’s Membership and Development (M&D) technology upgrade project was primarily based on working towards a single view of the Museum member, visitor, donor, shopper and attendee.

Simply stated, we wanted to know exactly who interacts with the Museum and their interests over time, including

– Overall membership renewal rates

– Membership visitations and patterns

– Donation history over time

– eCommerce and in-person transaction history

– Interest in premium website content and website personalization

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(pre-Salesforce)MoMA’s Membership

and Development Systems Challenge:

The Hairball (1978-Present)

MoMA’s 360 Degree Customer View Solution

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AS400

How is MoMA using Salesforce data?MoMA recently performed a deep-dive analysis of member Retail shopping patterns through Salesforce. Here are key questions that we were able to answer through salesforce:– Percentage of total retail sales to members across all retail channels.

– How consistent is the member shopping population?

– How does shopping behavior vary by channel? (e.g., average $ spend per year, avg $ per item per channel)

– What drives higher sales during the member shopping sale days?

– What product categories drive the member shopping days sales increase, per channel?

– To what extent is member shopping sale days sales lift driven by higher priced items (e.g., furniture)? What is the spread in product categories?

– What are the drivers of higher revenue from top spenders?

– What are the different shopper “profiles” – what products do they buy, do they use discounting offers, what channels do they shop in, demographics, how often do they visit the museum?

– Do SoHO shoppers engage with the museum?

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What’s Next for MoMA?

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Tablet App Coming! (for MoMA Lobby)

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Combining on-site MoMA experience with Retail.

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Members can manage, share, “collect” favorites,

thereby expanding the museum experience

outside of the museum.

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What’s Next In MoMA’s Salesforce FutureIn summary, MoMA plans to leverage Salesforce technology to help in:

• Managing the sheer quantity of data that is now available for each member and donor. Making sense and use of big data – integration of unstructured data into useable forms: Explore integration and conversion of customers from social media sources (e.g., refer to high number of Facebook and Twitter followers). All interactions with the museum – whether a Facebook comment, Flickr upload, enews recipient, etc. – have the potential to be converted to lifelong Museum members!

• Build out of a new mobile tablet application utilizing the Custom MoMA Salesforce Web Service layer, which will improve and enhance our current Lobby experience. This will help in member and donor acquisition directly in our lobby.

• Use of “push” technology to locate visitors in the museum and “push” relevant content to them, ultimately leading them to transact with the museum (through the retail channels or conversion to a donor).

• Increasing member and donor acquisition across all other channels

– Museum visitors, ticketing information analysis

– Retail shoppers

– MoMA Education Students

– Unified Email and online marketing approach

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