Who are you? Tracking Complex Constituent Relationships in your Database

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1 Who are you? Tracking Complex Constituent Relationships in your Database August 2 nd, 2016 Manish Engineer Associate Director, Applications

2 The Museum of Modern Art BACKGROUND

3

4 Founded by Abby Aldrich Rockefeller, Lillie P. Bliss, Mary Quinn Sullivan

5 Today Over 3 million visitors annually 16 million online visits 150,000 Members 750 Employees 7 Facilities 150,000+ works in the collection Annual Budget: $115 million $400 million expansion project underway

6 The Museum of Modern Art FAMOUS WORKS

7 Vincent van Gogh s The Starry Night Vincent van Gogh (Dutch, ) The Starry Night Date: Saint Rémy, June 1889 Credit Line: Acquired through the Lillie P. Bliss Bequest

8 Jackson Pollock s One: Number 31, 1950 Jackson Pollock (American, ) One: Number 31, 1950 Date: 1950 Credit Line: Sidney and Harriet Janis Collection Fund (by exchange) Copyright: 2014 Pollock-Krasner Foundation / Artists Rights Society (ARS), New York

9 Andy Warhol s Campbell s Soup Cans Andy Warhol (American, ) Campbell's Soup Cans Date:1962 Credit Line: Partial gift of Irving Blum Copyright: 2014 Andy Warhol Foundation / ARS, NY / TM Licensed by Campbell's Soup Co. All rights reserved.

10 Salvador Dali s The Persistence of Memory Salvador Dali The Persistence of Memory, 1931 Copyright: 2015 Salvador Dalí, Gala-Salvador Dalí Foundation / Artists Rights Society (ARS), New York

11 Andrew Wyeth s Christina s World Andrew Wyeth Christina's World 1948 Object number

12 Random International s Rain Room Photo courtesy of the artist

13 Random International. Rain Room Photo courtesy of the artist

14 The Museum of Modern Art AUDIENCE

15 Visitors

16 Members

17 Membership Levels Category Price MoMA NYC $0 Artist $35 Student $50 Individual $85 Dual $140 Family $175 Fellow $360 Supporting $600 Sustaining $1200 Patron $1,750 Benefactor $3,000 Sustaining Benefactor $6,000 Major Benefactor $12,000

18 Events: Film Benefit

19 Education

20 Retail

21 Retail

22 MoMA PS1

23 MoMA PS1

24 Recapping MoMA s Audience Members, Donors, & Visitors Retail Events Education MoMA PS1

25 The Museum of Modern Art SYSTEMS

26 Legacy Systems

27 Legacy Systems

28 Membership POS App Events Ticketing Education System 3 rd Party Customer Support MoMA CRM ecommerce Platform Art Collection db Physical Stores POS Ticketing Service Provider Bank Lockbox

29 When to Add Data? Non-Ticket Transact Lead Account

30 Considerations for Collecting Data Storage has costs, even for cloud based systems Service Providers charge (CPM) Unsubscribe campaigns for Mailings have cost. How to handle no replies? Relevant & Actionable Data vs. Noise What business question are we answering? Backup vs. Accessible

31 Level of Information to Retain Highly engaged Medium to highly engaged Recurring visitors Online Visitors Members, retail purchases, events, donations, classes Members, retail purchases Members (Name, Address, , Visitations) Google Analytics Data One time visitors Zip / Country Aggregate reports

32 Segmentation Why we segment? Different methods of touch Trustees / Contributing Members / Members / Corporate Members Different goals for communication ESP: Members / E-news / Retail Different Programs Museum of Modern Art / PS1 / Film

33 System Automation Action Member renews or joins in any channel Auto renew member has expired credit card End of month arrives Member Visits Museum Workflow Launches Digital Welcome Kit to immediately interact with member Launches notification to increase renewal rate Detailed reports ed to staff to assist with monthly reporting Send follow up survey Membership Expires Send Renewal Mailings & s Pre & Post Exp Date Roy Lichtenstein Bauhaus Stairway 1988

34 Dashboards

35 Custom Point of Sale

36 The Museum of Modern Art BUSINESS CHALLENGES

37 Challenges Customer data sensitivity Expectation of knowing interests Competition for eyes Data security Complex Customers map to various departments that may have little understanding of other s business Too much data! Matthias Megyeri Billy B. Old English Padlock, from the Sweet Dreams Security series (Prototype) 2003 Credit: SAFE Exhibition Fund Object number: Copyright: Photo by Mathias Megyeri

38 The Museum of Modern Art AREAS OF GROWTH

39 Growth / Improvement Multi-channel retail: new POS User adoption of analytics Success with externs, need business users to be more analytical and using crossdepartmental data Improving onsite experiences Qualitative Data

40 Questions Simon Denny ALL YOU NEED IS... DATA? 2013 Medium: Inkjet print on vinyl with grommets Object number: