Maximizing the Value of your Visitor and Member Data

Scheduled:

Abstract:

This session proposes to demonstrate how museums can analyze their existing member and visitor transactional data to increase revenue, retention and donations. Using case studies from The San Francisco Museum of Modern Art and the Denver Museum of Nature and Science, the presenters will walk attendees through what data these two organizations examined and how they analyzed it to better understand visitor and member behavior in order to maximize revenue. Steven Roth of the Pricing Institute, will provide best practices guidelines for pricing/revenue management, specific to museums.

Session Description:

Museums have an unprecedented opportunity to turn their transactional data about member visitation directly into greater revenue, higher retention and new donations. This session will present case studies on the value of collecting and analyzing visitor and member data to make informed decisions about marketing, membership and development strategies.

Find out how the San Francisco Museum of Modern Art and the Denver Museum of Nature & Science were able to reduce membership churn and increase revenue by interpreting visitation and revenue data collected on existing members and visitors. Steven Roth, President of the Pricing Institute, will outline best practices in pricing/revenue management for museums and how even small adjustments can yield significant gains. Nicola Rees, Associate Director of Individual Giving, Membership for the San Francisco Museum of Modern Art will discuss how an analysis of donor and visitor transaction data enhanced the museum’s understanding of member and visitor behavior, helping them increase membership and exhibition revenue. Steve Jacobson, President & CEO of Jacobson Consulting Applications (JCA) will present findings from JCA’s work with the Denver Museum of Nature & Science to illustrate approaches that museums can use, based on member demographics and buying patterns to reduce churn and renewal expenses.