The Van Gogh Museum is the best visited museum in the Netherlands. More than 2.2 million people visited the museum in 2017. Data is collected from all these people. Data from the website and other online marketing channels, but also offline data from, for example, ticket sales at the ticket counter.
All this data is collected and used by separate departments within the company. However, there was no central data storage. However, there was a need for this in order to improve internal cooperation and to be able to make connections between the internal activities. The Van Gogh Museum wanted to be able to measure the customer journey completely instead of per department. For this they called in the help of our data specialists.
After an inventory of the objectives with the stakeholders per department, we started building a KPI framework. This comprehensive document translates the business objectives into measurable Key Performance Indicators. The KPI framework includes information about data sources, required tagging and data collection methods.
We then created a local database in which all the data comes together. We visualised the data with Tableau. In this way, we built the first global dashboards that provided answers to questions such as:
- What is the use of data?
- What can we send to?
- What data-driven actions can we take?
By means of intermediate feedback rounds with the stakeholders, we were able to fine-tune these dashboards further and further.
Among other things, the dashboards provide insight into the results of social media activities, Search Engine Marketing and the performance of the website. This information is integrated with information from offline data. For example, we built a reservation dashboard that provides insight into the tickets purchased via all off- and online sales channels. Based on this, the marketing budget can be better distributed.
The dashboards are shared internally on a monthly basis. Employees from different departments within the Van Gogh Museum now look at the same data. They use the information, among other things, to get answers to specific business related issues such as:
- How is ticket sales going?
- What was the occupancy last month?
- How many ‘no shows’ were there (people who bought a ticket online but did not visit the museum)?
- Through which channel did museum visitors buy a ticket?
- What influence does the hustle and bustle in the museum have on the customer experience?
A cross-channel customer experience
The Van Gogh Museum now collects the right data and can effectively steer on KPIs. In this way, the museum can increasingly meet the wishes and needs of museum visitors and offer a cross-channel customer experience.