{"id":8372,"date":"2020-03-23T09:38:16","date_gmt":"2020-03-23T09:38:16","guid":{"rendered":"https:\/\/www.gvam.es\/?p=8372"},"modified":"2020-03-23T09:44:31","modified_gmt":"2020-03-23T09:44:31","slug":"how-do-mnac-and-guggenheim-bilbao-broach-their-digital-transformation","status":"publish","type":"post","link":"https:\/\/www.gvam.es\/en\/how-do-mnac-and-guggenheim-bilbao-broach-their-digital-transformation\/","title":{"rendered":"HOW DO MNAC AND GUGGENHEIM BILBAO BROACH THEIR DIGITAL TRANSFORMATION?"},"content":{"rendered":"<p>A few days ago, the Carrousel du Louvre Paris was the meeting place for museums around the world coming together for<strong>\u00a0SITEM.<\/strong>\u00a0The\u00a0<a href=\"https:\/\/www.museunacional.cat\/en\">Museu Nacional d\u2019Art de Catalunya (MNAC)<\/a>\u00a0and the\u00a0<a href=\"https:\/\/www.guggenheim-bilbao.eus\/en\">Museo Guggenheim Bilbao<\/a>, invited to the\u00a0<a href=\"https:\/\/www.gvam.es\/en\/sitem-2020-how-can-multimedia-guides-help-museums-understand-their-audience\/\">workshop organised by GVAM<\/a>,\u00a0<strong>reflected on their digital transformation and<\/strong>, more specifically,\u00a0<strong>on the value of their data intelligence<\/strong>\u00a0in order to improve visitor and user experience at their museum.<\/p>\n<p>The distinction between visitors and users is the starting point for defining the current \u201cdigital awareness\u201d stage. \u00a0<strong>Montse Gum\u00e0, responsible for MNAC\u2019s digital department,<\/strong>\u00a0\u00a0pointed out that the \u201cmuseum user\u201d is thought of as someone who \u201caccesses\u201d the museum through a digital tool (online, social network, app, multimedia guide, etc.). In order to define the global strategy of the organisation, the digital user is as significant as someone who buys an entry ticket\u00a0<strong>Diego Cenzano, responsible for digital transformation at the Guggenheim,<\/strong>\u00a0explained how the programme \u201c<a href=\"https:\/\/community.guggenheim-bilbao.eus\/s\/?language=es&amp;retURL=https%3A%2F%2Fcommunityweb.guggenheim-bilbao.eus%2Fcover#login\">Community<\/a>\u201d collects and analyses the information on all types of public visitor.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Key elements of the workshop on data intelligence at SITEM<\/strong><\/h4>\n<p>For both invitees, talking about \u201cpeople\u201d instead of \u201cpublic\u201d is key to being able to offer information, activities and products of interest to museum users. Dealing with the challenge of<strong>\u00a0effective and real segmentation<\/strong>\u00a0was the main focus of the 45 minutes that the session lasted. In the following 5 minute video, we summarise the key elements of the workshop.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" width=\"900\" height=\"506\" src=\"https:\/\/www.youtube.com\/embed\/Zy8_xj5ltyE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>As Montse Gum\u00e0 pointed out, the time when museums mistrusted the usefulness\u00a0 of big data is now passed. The analysis of information gained from visitors (always deliberate and consensual) of value to the majority of departments, not just marketing<strong>. According to Gum\u00e0, the multimedia guide is the tool which offers most information of the apps implemented by MNAC<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-8255 alignleft\" src=\"https:\/\/www.gvam.es\/wp-content\/uploads\/2020\/02\/movil-big-data-transformacion-digital-1.jpg\" alt=\"\" width=\"494\" height=\"304\" srcset=\"https:\/\/www.gvam.es\/wp-content\/uploads\/2020\/02\/movil-big-data-transformacion-digital-1.jpg 605w, https:\/\/www.gvam.es\/wp-content\/uploads\/2020\/02\/movil-big-data-transformacion-digital-1-120x74.jpg 120w\" sizes=\"(max-width: 494px) 100vw, 494px\" \/><\/p>\n<p>In the current phase of transformation, Diego Cenzano acknowledges that,\u00a0<strong>combining and verifying the numerous sources of data generated by the museum is complex but necessary.<\/strong>This will be the main challenge of any institution that decides to approach data analytics from a strategic perspective.<\/p>\n<p>The director of GVAM, Jaime Solano, reiterates the importance\u00a0<strong>of focusing on the actions to take after the data analysis<\/strong>, which is the real reason why such information is being extracted. For this reason, it is important to remember\u00a0<strong>that the interactive guides are used by approximately 15-20% of the museum visitor total.<\/strong>\u00a0 Furthermore, in the majority of cases, they are used inside as well as outside the museum. We like to call them \u201cinteractive\u201d because they are more than simply multimedia devices but are also two-way communication tools.<\/p>\n<p>In order to incorporate the information provided by the interactive guides into the<em><strong>\u00a0dashboard<\/strong><\/em><strong>\u00a0or reports\u00a0<\/strong>currently produced by various museums, it must be possible to export the data in real time, to standardise it and to adequately extricate it from \u201cnoise\u201d (information which is invaluable to the intended objective). To achieve this, it is essential to apply the knowledge of the museum and the specialised providers of each service and analytical tool.<\/p>\n<p>To conclude,<strong>\u00a0specialisation and multidisciplinary function are key to these highly digitalised environments.<\/strong>\u00a0As real spaces of exchange, museums experience the evolution of forms of communications in their day to day. Therefore, the more those of us who work to improve their services are connected, the greater the results from our efforts to improve visitor experience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A few days ago, the Carrousel du Louvre Paris was the meeting place for museums around the world coming together for\u00a0SITEM.\u00a0The\u00a0Museu Nacional d\u2019Art de Catalunya (MNAC)\u00a0and the\u00a0Museo Guggenheim Bilbao, invited to the\u00a0workshop organised by GVAM,\u00a0reflected on their digital transformation and, more specifically,\u00a0on the value of their data intelligence\u00a0in order to improve visitor and user experience [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/posts\/8372"}],"collection":[{"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/comments?post=8372"}],"version-history":[{"count":5,"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/posts\/8372\/revisions"}],"predecessor-version":[{"id":8380,"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/posts\/8372\/revisions\/8380"}],"wp:attachment":[{"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/media?parent=8372"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/categories?post=8372"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gvam.es\/en\/wp-json\/wp\/v2\/tags?post=8372"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}