museum app analytics and how to use them - keir winesmith @ museums and mobile 6
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Dr Keir Winesmith - Manager, Digital Media
http://keirdotnet.net
@drkeir
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These slides are about the MCA Insight smart phone appThese slides are about the MCA Insight smart phone app
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I’m going to talk about the app, show some stats…I’m going to talk about the app, show some stats…
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#MCANow
and explain why we launched #MCANowand explain why we launched #MCANow
and explain why we The launched #right now
and explain why we The launched #right now
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MCA Insight
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MCA Insight
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MCA InsightA post-visit follow up email exampleA post-visit follow up email example
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MCA Insightwith extra info about the works you collect during your visitwith extra info about the works you collect during your visit
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• To build experiences for these
Everything we do is about creating compelling experiences
for our audiences
Everything we do is about creating compelling experiences
for our audiences
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Which is why we built our own location awareness system
Which is why we built our own location awareness system
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MCA Insight launched April 2012
Flurry Analytics added November 2012
Stats!Stats!
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Unsurprisingly most download are in AustraliaUnsurprisingly most download are in Australia
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Unsurprisingly most people first use the map
on the ground floor
Unsurprisingly most people first use the map
on the ground floor
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Show only artwork around me is twice as popular as Keypad
However people who like Keypad, use it a lot
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Usage:
-> 75%-> 35% (50% attrition)-> 14% (10% attrition)
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The WHAT’S ON section of the MCA mobile site is about 15 times more popular than the WHAT’S ON section in MCA Insight
In December 2012/January 2013
The WHAT’S ON section of the MCA mobile site is about 15 times more popular than the WHAT’S ON section in MCA Insight
In December 2012/January 2013
Based on unique users(as distinct from sessions)the MCA mobile site is 10 times more popularthan MCA Insight
In December 2012/January 2013
Based on unique users(as distinct from sessions)the MCA mobile site is 10 times more popularthan MCA Insight
In December 2012/January 2013
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151
127
93
42
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49
26
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25
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Flurry tells us thatusers drop off as they scroll down, but they pick up againwhen they reach our temporary exhibitions
Flurry tells us thatusers drop off as they scroll down, but they pick up againwhen they reach our temporary exhibitions
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Flurry also tells usthat people who click “tours” are actually looking for “exhibitions”
Flurry also tells usthat people who click “tours” are actually looking for “exhibitions”
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1 (tour)
2 (tour)
3 (exhibition)
4 (exhibition)
1
2
3
4
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Users primarily look at the first few things and then move onto temporary exhibitions
With the caveat that the collection was on display for 7 months before we added Flurry analytics
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So we changedTourstoExhibitions
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The Museum of Contemporary Art AustraliaThe Museum of Contemporary Art Australia
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Connections to the MCA WiFi From March 2nd to 9th 2013
Connections to the MCA WiFi From March 2nd to 9th 2013
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New Years Eve 2012Connections to the MCA WiFi from 5pm December 31st 2012to 10am January 1st 2013
Connections to the MCA WiFi from 5pm December 31st 2012to 10am January 1st 2013
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Connected time: 449 days 10 hrs 7 mins Download: 85,530 MB
January 2012
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Flurry tells us that visitors aren’t using the social buttons in MCA Insight
Connected time: 449 days 10 hrs 7 mins Download: 85,530 MB
January 2012
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So what are they doing?So what are they doing?
taking photos and posting them on Instagram of cousetaking photos and posting them on Instagram of couse
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To celebrate people’s stories ofvisiting the MCA and to showcasethe present-tense living and breathing Museum we created #MCANowhttp://www.mca.com.au/now
To celebrate people’s stories ofvisiting the MCA and to showcasethe present-tense living and breathing Museum we created #MCANowhttp://www.mca.com.au/now
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Rory, our Digital Media Intern,built a display for the Museum digital signage
Rory, our Digital Media Intern,built a display for the Museum digital signage
Thanks Rory!Thanks Rory!
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Flurry Analytics for MCA Insight http://flurry.com
appFigures for app download statistics http://appfigures.com
Traffic Pro for visitor counting http://beonic.com.au
Airwave from Aruba for WiFi usage http://arubanetworks.com
Tristan Interactive built MCA Insight http://tristaninteractive.com
Bespoke indoor tracking software http://mca.com.au/apps/insightbased on the Aruba Mobility controller built by the MCA
Data Sources:
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Thanks …and jet packs for all
Questions? @drkeir