There is no denying museums are complex organizations that attract thousands of visitors each month. Now imagine if the world’s most beloved museums were data-driven. What insights could location intelligence provide museum professionals and institutional decision-makers?
To answer this question, let’s start off by taking a look into the biggest problems museum professionals are facing and how location intelligence can help tackle each respective challenge.
Museums are epicenters of art, history, and culture, making them ideal attractions for tourists from all walks of life. Nonetheless, museum professionals often find themselves vying for tourist attention against the likes of amusement parks, digital entertainment venues, and sports attractions.
Decision-makers are given the opportunity to identify visitor personas and home markets so they may better target and serve more diverse markets when they have access to location data. To incorporate a precisely targeted marketing strategy and to strengthen consumer insights, museum professionals can open the door to stronger crafted advertising and promotional efforts that are certain to outshine competing attractions.
Each year, museums admit hundreds of thousands of visitors from all around the world. This wide breadth of visitor nationality often makes it difficult for museum professionals to understand the visitation trends of their customers that are essential in exhibit planning.
The implementation of location intelligence technology can provide this problem with a quick fix. Location intelligence gathers data from mobile GPS pings and the mobile device’s unique advertiser ID. Although this data is anonymous, analyzing the compilation of trillions of daily pings provides insights into where these devices come from. For museums, the application of location intelligence can provide them with a looking glass into the different nationalities of their visitors and the respective markets they call home. This will allow museum professionals to plan their exhibit scheduling to best appeal to these newly discovered trends.
Understanding the relationship between advertising channels, campaign placement, and sales is a problem that all businesses face. For museums, this challenge becomes even more taxing when preparing for the opening of a major exhibit. Museum professionals are keen to drive ticket sales around these events in hopes of large turnouts. But when promotional efforts aren’t properly placed, this hope is often hard to meet.
Geospatial data combats this. The ability to understand where visitors come from, what their spending patterns are, and the visitation trends they adhere to all play a part in formulating stronger advertising campaigns. When a museum’s marketing department knows where their visitors are coming from and when they often visit the city where the museum resides, they’re able to formulate highly personalized marketing campaigns that are assured to yield results.