Quantcast
Destinations

Dallas Museum Tracks Visitor Behavior by Giving Away Memberships for Personal Data

Excerpt from Bloomberg Businessweek

Mar 10, 2014 2:00 pm

Skift Take

Collecting a trove of visitor data points, and crunching the numbers, has far greater returns in the form of larger endowments and more public support than the entrance fees previously collected from museum-goers.

— Samantha Shankman

Free Report: The Megatrends Defining Travel in 2015

Kent Wang  / Flickr

A man exits the Dallas Museum of Art. Kent Wang / Flickr


When Maxwell Anderson took over as director of the Dallas Museum of Art (DMA) two years ago, he told the board he wanted to offer free memberships to anyone willing to share some data—even when it’s just their name and e-mail address.

Anderson’s idea is novel in the staid world of art museums, but it echoes what companies such as Google and Facebook have long understood: Learning as much as you can about your customers’ behavior can be more valuable than the price of admission.

Read the Complete Story →

Tags: ,

Next Up

More on Skift

B2B Hospitality Startup Revinate Raises $15.3 Million to Build Out Reputation Software
Hyatt Launches New Centric Brand for Hurried Modern Travelers
Airbnb to Begin Collecting Taxes in Four New Cities
Megatrend For 2015: Natural Semantic Search Brings Quality Choices to Travelers