Instrumented Interconnecteds Intelligent

By John Lucas, Director, Solution Delivery, BrightStar Partners, an IBM Business Partner

John Lucas, Director, Solution Delivery, BrightStar Partners, an IBM Business Partner

By John Lucas

Unlike commercial businesses that rely on sales to exist and succeed, non-profit cultural organizations such as zoos and museums do so by attracting patrons and philanthropic donations, recruiting new members and maintaining the goodwill of existing ones.

Yet these cultural organizations are not making the most of their data, especially when it comes to determining how to best serve and market to individual visitors, patrons and members. Membership data, sales merchandise data, financial data and visitor data piles up, building a wave of new opportunities to create personalized experiences.

In addition to this standard organizational data, there is new data generated from the exploding use of social channels, the Web and mobile devices. The strategic information that looms behind this overwhelming volume of data is often a mystery to cultural organizations.

BigData1

Cultural venues deal with large, often crushing numbers of visitors to new blockbuster exhibitions. As a result, taking a strategic approach to target the individual visitor is often overshadowed by the demands of the sales cycle. How to serve so many people while still giving each visitor a personal experience is one the great challenges of the cultural organization.

But Big Data is helping uncover new ways of measuring the impact of arts and cultural exhibitions and programs to not only enhance the individual experience, but to create more targeted attractions.

For example, the Millennial generation, which has grown up on social media, has a good grasp on what is likely to be spread, shared, and well-received by peers in the varying virtual public squares, such as Twitter and Facebook. And as social media is the main touchpoint for Millennials, they typically generate – and are attracted by – word-of-mouth experiences that are shared on the social web, much more so than other generations.

BigData7Millennials also pay keen attention to new trends. If a group of young people decide to visit an attraction or exhibit and enjoy it, the subsequent number of young people that visit is likely to increase tenfold.

Cultural institutions that can cull and capitalize on this social media intelligence to supplement or complement traditional marketing methods will be much more able to tap into the collective curiosity of its target membership and patrons. For instance, many zoos and museums use social media to engage Millennials can better understand which kinds of exhibits and events draw the most interest and the effectiveness of specific programs.

Increasingly sophisticated approaches to the measurement of the structure of and activity on social channels, including sentiment analysis, are giving glimpses of a future in which it will be increasingly possible to track, measure and influence the spread of ideas and the coming together of groups of people to build momentum on an upcoming exhibit.

But what if Big Data analytics were employed throughout an organization?

Analytic insight could identify how members like to receive information, what type of programming is generating the most interest, and what time of year is best to start a fundraising campaign. It could also help executives justify decisions to the board, donors and philanthropists by presenting statistical evidence to explain that a decision was made thoughtfully, not just instinctively – thus giving those board members a reason to support more innovative and engaging work environments for curators, zookeepers, conservators, volunteers, administrative and visitor staff, and artists.BigData5

Senior cultural decision-makers need to understand the importance and the urgency to think differently about the potential of Big Data throughout an organization. It’s this analytic insight that is opening new doors for cultural venues to deliver an exceptional experience for the individual visitor.

Bookmark and Share

Previous post

Next post

12 Comments
 
February 18, 2014
1:28 am

What i do not understood is actually how you are now not actually a lot more smartly-appreciated than you may be now. You are very intelligent. You know therefore considerably when it comes to this subject, made me in my view believe it from numerous varied angles. Its like women and men are not fascinated until it is one thing to accomplish with Woman gaga! Your own stuffs excellent. All the time deal with it up!


Posted by: Living Room Furniture
 
August 2, 2013
10:35 pm

You made some clear points there. I did a search on the issue and found most individuals will go along with with your website.


Posted by: Interior design
 
August 2, 2013
5:22 am

Thank you for all of the hard work on this website. Debby enjoys setting aside time for investigations and it’s simple to grasp why. A number of us hear all relating to the powerful medium you present both useful and interesting tips and hints by means of the website and as well strongly encourage response from website visitors on the concern then our favorite daughter is truly studying a great deal. Enjoy the rest of the year. You are always performing a glorious job.


Posted by: vegan dog food
 
August 1, 2013
9:21 pm

Whats Taking place i’m new to this, I stumbled upon this I’ve found It positively helpful and it has helped me out loads. I hope to give a contribution & assist other users like its aided me. Good job.


Posted by: estate
 
August 1, 2013
2:16 pm

Hi my loved one! I wish to say that this article is awesome, nice written and come with approximately all significant infos. I would like to peer extra posts like this .


Posted by: creative ideas as
 
August 1, 2013
4:35 am

I have been examinating out some of your stories and i can state nice stuff. I will surely bookmark your blog.


Posted by: childhood education education
 
August 1, 2013
3:50 am

Simply desire to say your article is as astonishing. The clarity in your post is just nice and i could assume you’re an expert on this subject. Fine with your permission allow me to grab your RSS feed to keep updated with forthcoming post. Thanks a million and please carry on the rewarding work.


Posted by: fitness juicing muscle
 
August 1, 2013
2:51 am

Hiya very cool web site!! Man .. Beautiful .. Amazing .. I will bookmark your web site and take the feeds additionally¡KI’m glad to search out numerous helpful info here within the publish, we need work out more strategies on this regard, thanks for sharing. . . . . .


Posted by: pertaining to fashion
 
July 31, 2013
6:41 am

I precisely wanted to appreciate you once more. I’m not certain the things that I would’ve undertaken in the absence of the actual ideas documented by you on such area. It had been a very depressing condition for me personally, but coming across a professional form you treated the issue took me to cry for happiness. I’m grateful for the guidance and as well , pray you find out what a great job you were undertaking teaching the mediocre ones through the use of your blog post. Most likely you haven’t met any of us.


Posted by: home insurance options
 
July 29, 2013
6:07 pm

Good day very cool web site!! Guy .. Excellent .. Wonderful .. I will bookmark your blog and take the feeds also¡KI’m happy to search out so many useful info here in the publish, we want work out more techniques in this regard, thank you for sharing. . . . . .


Posted by: jewelry box
 
July 25, 2013
3:17 am

A formidable share, I just given this onto a colleague who was doing slightly analysis on this. And he in reality bought me breakfast as a result of I found it for him.. smile. So let me reword that: Thnx for the treat! But yeah Thnkx for spending the time to discuss this, I feel strongly about it and love reading more on this topic. If attainable, as you turn into expertise, would you mind updating your blog with more details? It is highly helpful for me. Massive thumb up for this blog publish!


Posted by: Vannesa Volmar
 
July 8, 2013
9:50 pm

Not only will you take better pictures when you have a deep understanding of all your camera equipment, you’ll be faster and more efficient. This is obviously due to the psychological impact that viewing such images has on the people that view them. Try to include these things to help bring out this excellent portrait.


Posted by: best bridge camera 2012 cnet
 
1 Trackback
 
July 7, 2014
10:33 pm

Biosource

Smarter Industries Archives « Page 2 of 10 « A Smarter Planet Blog A Smarter Planet Blog


Posted by: Biosource
 
Post a Comment