DATA FOR DECISION MAKING: HOW MUSEUMS ARE USING VISITOR DATA TO INFORM MEMBERSHIP STRATEGY
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Authors
Villafane, Jennifer A.
Issue Date
2015
Type
Capstone
Language
en
Keywords
Alternative Title
Abstract
Museums are constantly in the dilemma of how to allocate their limited resources of staff time, money, and energy. Audiences themselves are changing as are their expectations of a museum visit and how they prefer to spend their leisure time. Museums compete with other organizations and companies that are increasingly using customer data and analytics to truly understand their customers' actions, perceptions, and wants. But what can museums learn from these data capture strategies and how can they take advantage of these new tools? My thesis focuses on how museum membership programs are, or could be, using visitor data to inform decision making and business strategy. I choose to focus or how visitor data can be used to inform membership strategy, specifically acquisition of new members, retention of current members, ano increasing engagement with all members. I believe that membership programs are an opportunity to impact the financial stability of the museum as well as increase engagement. As there has not been a lot of research published about this topic, my research utilizes input from museum professionals and experts in the field through interviews and a survey.