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A presentation by Bruce Wyman and Rob Stein at the Museums and the Web 2014 conference in Baltimore, MD. The presentation documents the first year of operations and strategy for the DMAFriends program at the Dallas Museum of Art
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SEEING THE FOREST AND THE TREESHow Engagement Analytics can Help Museums Connect to Audiences at Scale
Robert SteinDallas Museum of Art
@rjstein
Bruce WymanUSD Design | MACH Consulting
@bwyman
HOW DO YOU MEASUREWHAT YOU CAN’T SEE?
Flickr Credit ~liquoredonlife
IS IT POSSIBLE TO CREATE A PLATFORM FOR ENGAGEMENT?
CAN DATA HELP CREATEA MUSEUM THAT IS
AGILE AND RESPONSIVE?
The Largest Art Museum in the Region110 Years OldSupported by the City of DallasNOT a Tourist Destination
The 2010 U.S. census reports that only 14.5% of US Adults visited museums in the prior 12 months (Census, 2012).
8%Dallas = 6.5M People - 500k Annual Attendance
METRICS WE CARE ABOUT
1.Repeat visits2.Diverse participation3.Increased affinity4.Ability to motivate
action
DMAfriendsHOW IS IT BUILT TODAY?
Current Software Architecture
Launch DayJanuary 21, 2013
DMAfriendsdeep dive
Taking a
BIG DATA (almost)
1M Rows in the Activity Stream1M System Log Events20+ User Profile Fields
… Big for Museums Anyways
What’s the datateaching us?
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
http://dma.org/friends/by-the-numbers
Bobby
SOFTWAREFOUNDATION / The Future
GOAL: Can we use data to make our museum more effective at producing engaged and invested members?
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WHAT MIGHT A NATIONAL ENGAGEMENT NETWORK LOOK LIKE?
VISION PILOT PROJECTS• Denver Art Museum• Grace Museum, Abilene• LACMA• Minneapolis Institute of ArtsFOUR PILOT SITES
MOST IMPORTANTOUTCOME
GET THE CODE
http://badgeos.orghttp://github.com/DallasMuseumArt/DMA-Friends