Data & Content: A Perfect Partnership for Cultural Institutions

Content · April 10, 2019

Why Good Data Needs Great Content

At Guru, we know that data is an important tool for giving our partners key insights into their visitors, their exhibitions, and the success of their marketing efforts. But what does data need to be meaningful? Content. Specifically engaging content, which is not only key to gathering data but helps make sense of the numbers when they come in. This leads to more informed decisions across departments. Museums, zoos, science centers and other institutions get the most out of data when their incredible content takes center stage. At Guru we believe that data and content are symbiotic--linking great content with data is key to understanding visitors, building future exhibitions, strategizing marketing efforts and more.

Creating a museum experience, exhibition, or mobile tour full of exciting and engaging content like audio tours, videos, and more is crucial to getting comprehensive data.

Here’s why:

Museums, zoos, science centers and other institutions get the most out of data when their incredible content takes center stage

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1. Better Content Leads to Better Sample Sizes


Great content encourages a higher number of visitors to engage with the museum (and their mobile tour) more. With more visitors in engaging with content, the more accurate the data will be. So if there’s more to explore in the museum, there’s more to learn about the visitors and the success of the exhibitions.

2. More Than Just Numbers

Engagement metrics can tell you that 60% of visitors spent thirty minutes in a particular area of a museum. Linking your measurement tools with content will tell you why.

3. Strategizing Future Content with Data Insights

 Understanding content placement and its effect on visitor flow will help you strategize for the future. For example, insights on which content leads to higher visitor dwell time can benefit multiple departments from curatorial to marketing to merchandising.

 

Museum innovators agree–data is going to be key in transitioning museums into the 21st century. But in order to collect accurate and impactful data, we first need to engage the visitor. When it comes to engagement, content will always be timeless.

Want to talk about how to utilize your content for visitor data? Let’s talk!