Touch, Love and Museum Data: How Digital and Physical “Touch” Work Together To Make Our World A BeCer Place Colleen Dilenschneider IMPACTS Research & Development
Aug 11, 2014
Touch, Love and Museum Data: How Digital and Physical “Touch” Work Together To Make Our World A BeCer Place
Colleen Dilenschneider IMPACTS Research & Development
Business driven vs. Mission driven Digital connec?on vs. “IRL” Educa?on vs. Entertainment What people see vs. Who they are with Open hours vs. 24/7 accessibility
Visit Peace and War by Pompeo Girolamo Batoni at The Art InsJtute of Chicago
Visit Haystacks, End of Summer by Claude Monet at the Musée d'Orsay
Touch scales!
Infinite cycle of touch
Good business
Mission work
Social change
Visit The Kiss by Gustav Klimt at the österreichische Galerie Belvedere
HPV = High Propensity Visitor Persons with the demographic, psychographic, and behavioral aNributes that indicate an increased likelihood to aNend a visitor-‐serving organiza?on (zoo, aquarium, museum, etc.)
Public sources of informaJon Reach: Via what channels do people acquire informa?on?
443
288
234
157
108 112 110
76 74 55
12
446
478
241
104
274
153
102
63 60 39
6
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail
Jun 11 Mar 14
Public sources of informaJon Trust: How credible are the respec?ve informa?on channels?
135 112
290
188
122
200
143 141
245 243
44
130 145
291
188
125
207
102 100
255 252
22
0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail
Jun 11 Mar 14
Public sources of informaJon Amplifica?on: What is the re-‐distribu?on poten?al of the respec?ve informa?on channels?
99
186
91
177
89 100
31 13 19
56
1
108
274
99
173
132
104
29 11 17
59
0 0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail
Jun 11 Mar 14
Public sources of informaJon Overall Value: What are the weighted, rela?ve values of the respec?ve informa?on channels?
269 274 282
239
54
101
22 6 16
34
1
228
457
234
123
241
205
17 5 10 19
0 0
100
200
300
400
500
600
Web Social media WOM Email Mobile web Peer review web
Television Radio -‐ satellite and terrestrial
Newspaper -‐ print
Periodicals and magazines -‐
Direct mail
Jun 11 Mar 14
Infinite cycle of touch
Good business
Mission work
Social change
US Composite UJlity Index
Schedule 147.9
Cost 121.3
Travel distance (proximity) 120.5
Special events 118.8
ReputaJon 117.5
“Family-‐friendly” 116.4
Nightlife 110.0
Climate 107.7
“Friends and family” 105.3
Safety 102.6
Specific ac?vity/aNrac?on 101.9
Ease of access 100.2
Western Europe Composite UJlity Index
Schedule 203.5
ReputaJon 181.2
Travel distance (proximity) 129.5
Ease of access 120.4
Planning convenience 116.3
Climate 112.9
Special events 108.0
Specific ac?vity/aNrac?on 107.8
Travel loyalty programs 105.6
Nightlife 103.3
Fine dining 102.7
Cost 100.4
UJlity Index
ReputaJon 208.3
Schedule 140.1
Special events 137.8
Ease of access 127.7
Planning convenience 118.0
Nightlife 116.5
Travel distance (proximity) 108.7
Specific ac?vity/aNrac?on 108.2
Safety 103.1
Climate 102.6
Fine dining 102.4
Cost 101.3
High-‐Propensity Visitors
What influences the decision-‐making process? Discre?onary decision-‐making u?lity model
Diffusion of Messaging
Diffusion of Messaging
Reviews from trusted resources (“Q”) have a value 12.85x greater than that of paid media (“P”).
Reputa?on Visita?on Social, digital plagorms Reputa?on Social, digital pladorms VisitaJon
Digital touch plays a criJcal role in moJvaJng visitaJon
PFE = Personal Facilitated Experience A one-‐to-‐one or one-‐to-‐few interac?on between a docent, volunteer, or other onsite museum-‐affiliated individual and a visitor.
Admission value
73 78
0
20
40
60
80
100
Overall Affirma?ve PFE
Employee courtesy
71 76
0
20
40
60
80
100
Overall Affirma?ve PFE
Entertainment experience
70 75
0
20
40
60
80
100
Overall Affirma?ve PFE
EducaJonal experience
71 76
0
20
40
60
80
100
Overall Affirma?ve PFE
Overall saJsfacJon by daypart
72
70
67 66 66
67 68
70
67
63
61 61 62
63
66 66
50
55
60
65
70
75
80
9-‐10a 10-‐11a 11a-‐12p 12-‐1p 1-‐2p 2-‐3p 3-‐4p >4p
PFE Non-‐PFE
digital touch (Coefficient of “Q”)
physical touch (Face-‐to-‐face)
Reputa?on (VISIT)
Sa?sfac?on (TELL OTHERS)
Touch fuels visitaJon Building affinity and securing visita?on
Infinite cycle of touch
Good business
Mission work
Social change
What factors collecJvely comprise “saJsfacJon?”
Entertainment experience
70 75
0
20
40
60
80
100
Overall Affirma?ve PFE
EducaJonal experience
71 76
0
20
40
60
80
100
Overall Affirma?ve PFE
The best thing about a visit to a museum
Visit this portrait of Henry VIII at the NaJonal Portrait Gallery
Digital touch allows for scale of mission Three vital roles for mission promulga?on
1) Keep in touch with our mission 2) ANract and retain advocates of our mission 3) How our missions are promulgated
Keeping in touch
Ohhh...Alright... © Estate of Roy Lichtenstein
View the art of Keith Haring at www.haring.com
Maslow’s hierarchy of needs
Infinite cycle of touch
Good business
Mission work
Social change
Evolving membership programs and structures What is the primary benefit of membership?
AGES 18 – 34 (lexical analysis, top five by descending frequency) 1. Free admission 2. Belonging to the organiza?on 3. Suppor?ng the organiza?on 4. Suppor?ng conserva?on 5. Making a posi?ve impact on the environment
AGES 35+ (lexical analysis, top five by descending frequency) 1. Free admission 2. Priority access 3. Members-‐only func?ons 4. Advance no?ce of upcoming ac?vi?es 5. Member discounts
Aotudes and usage The primary benefit of membership is feeling like you
posi?vely contribute to the health of the world’s ocean.
74 76 76
68 68 67
0
20
40
60
80
100
June 2008 Sept 2012 July 2013
Age 18-‐34 Age 35+
MEAN RESPONSE
A scalar variable indicates a level of agreement with a statement.
Strongly disagree
Strongly Agree 1 100
US Aquariums – 3Q 2013 Rela?ve Revenue Efficiency and Reputa?onal Equi?es
A B
C
D
E
F
G
H I
J
K
L
M A B
C
D
E F
G
H I
J
K
L
M
Revenue Efficiency Reputa?onal Equi?es
MORE
LESS
*Of assessed US aquariums with an admission basis
US Zoos – 3Q 2013 Rela?ve Revenue Efficiency and Reputa?onal Equi?es
A
B
C
D
E
F G
A
B
C
D
E
F G
Revenue Efficiency Reputa?onal Equi?es
MORE
LESS
*Of assessed US zoos with an admission basis
US Museums – 3Q 2013 Rela?ve Revenue Efficiency and Reputa?onal Equi?es
A B
C
D E
F
G H
I
J K
L
M
N O
A B
C
D E
F
G
H
I
J K
L
M N O
Revenue Efficiency Reputa?onal Equi?es
MORE
LESS
*Of assessed US museums with an admission basis
Infinite cycle of touch
Good business
Mission work
Social change
Visit The Dance by Henri MaJsse at MoMA
• California Academy of Sciences • European Union • European Union Cultural Consor?um • Google • Harvard University • IMPACTS Research & Development • MAXXI, Museo Nazionale delle Ar?
del XXI Secolo • Monterey Bay Aquarium • Musée du Louvre • Musée d'Orsay
• Na?onal Aquarium • Na?onal Oceanic and Atmospheric
Administra?on • Nicholas School of the Environment
at Duke University • Stanford University • Tennessee Aquarium • The Ocean Project • United Na?ons Educa?onal,
Scien?fic and Cultural Organiza?on • US Department of State
THANKS AND APPRECIATION TO:
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