42 min
How the Cleveland Museum of Art is using big data and a data science firm to verify the impact of digital and other stories MCN 2019 sessions recordings
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- Education
Wednesday, November 6, 2019
The Cleveland Museum of Art (CMA) invested in a system of Cisco Meraki routers that track mobile devices, based on Wi-Fi. CMA collected this data but did not know how to best leverage it. We partnered with Pandata, a data science firm, to use this location data to better understand visitor behavior and determine how they move throughout the museum and engage with exhibit spaces. This information works in conjunction with the insights gathered in the “Developing New Metrics to Measure Visitor Engagement” study by CMA’s in-house evaluation team.
Through these live dashboards, we discovered that visitors who spent at least 5-10 minutes in ArtLens were likely to spend an hour more, on average, visiting the museum. We compared this affect to visitors who did not spend any time at ArtLens but spent 5-10 minutes in the Impressionism and Modern galleries and found that these visitors only spent half an hour more on average in the museum. These early results of location analytics at CMA demonstrate a novel way for museums to overcome the challenges associated with measuring engagement qualitatively.
This 30-minute session will use this project as a case study of how museums can find meaningful stories using data.
Session Type30-Minute Session (Presentation or Case Study)
TrackEvaluation
Chatham House RuleNo
Key OutcomesAfter attending this session, participants will learn:
-How the CMA augmented their findings from qualitative data with location analytics
-What technical challenges CMA overcame to implement location analytics?
-How to drive adoption of location analytics among CMA team members
Speakers
Co-Presenter : Ethan Holda, Director of Technology, Cleveland Museum of Art
Co-Presenter : Cal Al-Dhubaib, Chief Data Scientist, Pandata
Wednesday, November 6, 2019
The Cleveland Museum of Art (CMA) invested in a system of Cisco Meraki routers that track mobile devices, based on Wi-Fi. CMA collected this data but did not know how to best leverage it. We partnered with Pandata, a data science firm, to use this location data to better understand visitor behavior and determine how they move throughout the museum and engage with exhibit spaces. This information works in conjunction with the insights gathered in the “Developing New Metrics to Measure Visitor Engagement” study by CMA’s in-house evaluation team.
Through these live dashboards, we discovered that visitors who spent at least 5-10 minutes in ArtLens were likely to spend an hour more, on average, visiting the museum. We compared this affect to visitors who did not spend any time at ArtLens but spent 5-10 minutes in the Impressionism and Modern galleries and found that these visitors only spent half an hour more on average in the museum. These early results of location analytics at CMA demonstrate a novel way for museums to overcome the challenges associated with measuring engagement qualitatively.
This 30-minute session will use this project as a case study of how museums can find meaningful stories using data.
Session Type30-Minute Session (Presentation or Case Study)
TrackEvaluation
Chatham House RuleNo
Key OutcomesAfter attending this session, participants will learn:
-How the CMA augmented their findings from qualitative data with location analytics
-What technical challenges CMA overcame to implement location analytics?
-How to drive adoption of location analytics among CMA team members
Speakers
Co-Presenter : Ethan Holda, Director of Technology, Cleveland Museum of Art
Co-Presenter : Cal Al-Dhubaib, Chief Data Scientist, Pandata
42 min