- Nurturing Engagement: How Technology and Business Model Alignment can Transform Visitor Participation in the Museum (in Museums and the Web 2013)
- Seeing the Forest and the Trees: How Engagement Analytics Can Help Museums Connect to Audiences at Scale (in Museums and the Web 2014)
Both at this session and in side conversations, museum staff puzzled over how to tackle analysis of data that can get so dauntingly big. John’s advice: ”don’t try to “boil the ocean…go after the things that have the highest ROI and the things that have the greatest impact on your customer experience first.” As Rob said, “If you start too big, you will just quit and give up, because you are not smart enough yet to know what you need. So you have to treat it as a process where you and your staff get smarter over time. It almost doesn’t matter what data you’re recording in the process. If…your staff are learning, you will figure it out.”
As John pointed out, while data analytics have been around a long time, museums are only just beginning to get into the game, fortunately at a time when the tools are getting easier, and less expensive, for non-technical people to use. But we need to mentor each other to speed adoption of big data analytics in our field. If your museum is using data analytics, or wants to start doing so, please weigh in to the comments section below, to make connections with your peers and build a community of practice around this rapidly evolving technological tool.