Elsewhere online
December 15, 2014

Museums Employ High-Tech Devices to Track Visitor Data

Major art museums are implementing a variety of high-tech strategies to more closely track visitor behavior, using the data to shape decisions on marketing, fundraising, exhibition design, and other matters, The Wall Street Journal writes.

The article looks at how New York's Solomon R. Guggenheim Museum, the Dallas Museum of Art, the Minneapolis Institute of Arts, and other institutions are using techniques such as check-in kiosks, hidden transmitters, and surveys to connect with users' mobile devices and collect contact information.

Privacy advocates are raising questions about "big data" becoming part of the nonprofit arts world, but museum leaders say cultural groups need to catch up with the private sector in learning more about their visitors to make informed decisions.