Who are you? Tracking Complex Constituent Relationships in your Database August 2 nd, 2016 Manish Engineer Associate Director, Applications
The Museum of Modern Art BACKGROUND
Founded by Abby Aldrich Rockefeller, Lillie P. Bliss, Mary Quinn Sullivan
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
The Museum of Modern Art FAMOUS WORKS
Vincent van Gogh s The Starry Night Vincent van Gogh (Dutch, 1853 1890) The Starry Night Date: Saint Rémy, June 1889 Credit Line: Acquired through the Lillie P. Bliss Bequest
Jackson Pollock s One: Number 31, 1950 Jackson Pollock (American, 1912 1956) 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
Andy Warhol s Campbell s Soup Cans Andy Warhol (American, 1928 1987) 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.
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
Andrew Wyeth s Christina s World Andrew Wyeth Christina's World 1948 Object number 16.1949
Random International s Rain Room 2012. Photo courtesy of the artist
Random International. Rain Room. 2012. Photo courtesy of the artist
The Museum of Modern Art AUDIENCE
Visitors
Members
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
Events: Film Benefit
Education
Retail
Retail
MoMA PS1
MoMA PS1
Recapping MoMA s Audience Members, Donors, & Visitors Retail Events Education MoMA PS1
The Museum of Modern Art SYSTEMS
Legacy Systems
Legacy Systems
Membership POS App Events Ticketing Education System 3 rd Party Customer Support MoMA CRM ecommerce Platform Art Collection db Physical Stores POS Ticketing Email Service Provider Bank Lockbox
When to Add Data? Non-Ticket Transact Lead Account
Considerations for Collecting Data Storage has costs, even for cloud based systems Email 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
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, Email, Visitations) Google Analytics Data One time visitors Zip / Country Aggregate reports
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
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 email to increase renewal rate Detailed reports emailed to staff to assist with monthly reporting Send follow up survey Membership Expires Send Renewal Mailings & Emails Pre & Post Exp Date Roy Lichtenstein Bauhaus Stairway 1988
Dashboards
Custom Point of Sale
The Museum of Modern Art BUSINESS CHALLENGES
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: 148.2006 Copyright: Photo by Mathias Megyeri
The Museum of Modern Art AREAS OF GROWTH
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
Questions Simon Denny ALL YOU NEED IS... DATA? 2013 Medium: Inkjet print on vinyl with grommets Object number: 544.2014