Understanding your museum visitor’s to create revenue


2 February, 2019

Understanding your museum visitor’s to create revenue

A Digital Culture survey conducted as a collaborative venture between Arts Council England and Nesta found a significant increase in the proportion of organisations that valued digital technology—up from 34 per cent in 2013 to 53 per cent in 2017. It also revealed increases in digital activity including engagement with online ticket sales and online donations. However, the survey highlighted an under exploitation of data, with only a minority of organisations using data to undertake audience segmentation and profiling, or to inform the development of new products and services. Additionally, it appeared that organisations lacked the skills to capitalise on digital technology, with over half of organisations (55 per cent) viewing themselves as having only basic digital skills compared to their peers. These findings informed the DCMS’s Culture is Digital policy paper on how to effectively harness collaboration between the technology and cultural sectors.

In September 2018, with the support of Microsoft, we ran a conference entitled “Big Data in Museums” in the Global Sports Innovation Centre, Madrid. This conference, which was the first of its kind in Spain, was directed at professionals working in museums of various kinds, particularly cultural and sport institutions. Experts in areas such as management, public management, marketing and broadcasting debated the use of Big Data to improve visitor services and the profitability of their institutions.  More than 60 professionals from 40 cultural and touristic institutions took part to include Tour Bernabéu (Real Madrid Stadium), The Alhambra and Generalife, who were able to demonstrate how GVAM´s interactive guides helped to improve their knowledge about their visitors to increase and create revenue opportunities.

In light of the success of this conference, we believe there is value in extending the conversation to embrace the perspective of UK partners in the cultural sector and showcase how data can be put to better use to effect a transformation from Big Data into Smart Data.

We have significant expertise in the use of large data sets in the cultural sector.  We are one of the main drivers in the shift from being inspired by Big Data to producing Big Data and ultimately, to harvesting information from Big Data. We have helped museums across Europe and beyond to transform the data that they routinely collect into wisdom that produces revenue.

Our ventures include:

  • Audio guides
  • Visual guides
  • Mobile Apps
  • Intelligent platforms


With partners in

  • The Alhambra and the Generalife Granada
  • Royal Sites and Monasteries, Patrimonio Nacional
  • Museu Nacional D´Art de Catalunya, Barcelona
  • Museum of Memory and Tolerance, Mexico
  • The Essential Art Walk, Madrid


Of course, the potential for using data is not finite. There are countless possible applications depending on the nature and objectives of each museum. We are able to guide and support Institutions to think in an individual way and tailor their data interrogation to suit their priorities…for example, they might ask… in what way could we benefit from routinely collected data? Do we have the resources currently to take advantage of this data? What is the social return on Investment? How can this feed into regional strategy maps and can we commercialise that?

Interactive guides are now the first source of valuable data during the visitor experience. Why not utilize them conveniently and for the benefit of the millions of people who decide to share their time with us? If you wish to see real cases studies and learn more about the possible applications of Big Data in museums through the medium of interactive guides, please do not hesitate to contact us!

We would like to invite you to take part in a case study which will be funded by GVAM to look at how you can maximise your data potential and create a living lab scenario within your Museum. For further details please contact us at (comercial@gvam.es).

If you would like to be considered to take part in this case study, please complete this form and one of our team will be in touch.