The past two years have been challenging for museums and cultural spaces. Shutdowns—both voluntary and compulsory—have kept museum audiences’ home and put many exhibitions on hold.
Museum administrators have worked feverishly to create digital experiences to retain patrons and create new marketing channels. But the digital realm is quite different from the brick-and-mortar experience, leading many administrators to wonder what marketing channels are best to grow their reach.
Data analytics is the key to growing museum and cultural center audiences
Savvy museum and cultural center managers are using data analytics and platforms like Google Search Console to provide insight into their user base. Data analysis reveals crucial information such as analyzing the types of queries that lead people to a site, along with key site performance measures relating to how site sessions are trending and what channels are driving user engagement.
While data analytics are vital for measuring site performance, there is more work required to build audience loyalty and drive new membership and revenue. The next question to ask is how are museums and cultural centers working to develop insight into their audiences?
Key audience attributes that impact museum financial performance
Google Analytics provides a wealth of demographic information that can be used to fine tune your site and ensure you are reaching the proper audience. Relevant searcher information such as income levels, education and interests can be gleaned from user data provided to Google and third-party applications.
But simply gathering the data is not enough. A sophisticated marketing campaign can interpret the data to achieve the engagement and throughput you want to achieve for your facility. Pintaya has provided deep analytics insight for its clients, and it is keenly focused on how the future of museums will depend on advanced data management and insight.
If you are a museum or cultural center administrator and would like to discuss how data analytics can benefit your institution, please contact us for more information.