Using the Flurry analytics and download stats for the smartphone app from Museum of Contemporary Art Australia, MCA Insight, the slidedeck describes what the MCA changed and what the MCA built in response.... #MCANow The presentation was part of Museums and Mobile 6 in March 2013 http://www.museums-mobile.org/ MCA Insight: http://www.mca.com.au/apps/insight

1. Dr Keir Winesmith - Manager, Digital Media
http://keirdotnet.net
@drkeir

2. These slides are about the MCA Insight smart phone app
These slides are about the MCA Insight smart phone app

3. I’m going to talk about the app, show some stats…
I’m going to talk about the app, show some stats…

4. and explain why we launched #MCANow
and explain why we launched #MCANow
and explain why we
and explain why we
#MCANow
The launched #right now
The launched #right now

5. MCA Insight

6. MCA Insight

7. MCA Insightexample
A post-visit follow up email
A post-visit follow up email example

8. MCAworks you collect during your visit
with extra info about the
Insight
with extra info about the works you collect during your visit

9. Everything we do is about
Everything we do is about
creating compelling experiences
creating compelling experiences
for our audiences
for our audiences
• To build experiences for these

10. Which is why we built our own
Which is why we built our own
location awareness system
location awareness system

12. MCA Insight
launched April 2012 Stats!
Stats!
Flurry Analytics
added November 2012

13. Unsurprisingly most download are in Australia
Unsurprisingly most download are in Australia

14. Unsurprisingly most people
Unsurprisingly most people
first use the map
first use the map
on the ground floor
on the ground floor

15. Show only artwork
around me is twice as
popular as Keypad
However people who
like Keypad, use it a lot

16. Usage:
-> 75%
-> 35% (50% attrition)
-> 14% (10% attrition)

17. The WHAT’S ON section of the
The WHAT’S ON section of the
MCA mobile site is about
MCA mobile site is about
15 times more popular
15 times more popular
than the WHAT’S ON section
than the WHAT’S ON section
in MCA Insight
in MCA Insight
In December 2012/January 2013
In December 2012/January 2013
Based on unique users
Based on unique users
(as distinct from sessions)
(as distinct from sessions)
the MCA mobile site is
the MCA mobile site is
10 times more popular
10 times more popular
than MCA Insight
than MCA Insight
In December 2012/January 2013
In December 2012/January 2013

18. 151
127
Flurry tells us that
Flurry tells us that
93
users drop off as they
users drop off as they
scroll down,
scroll down, 42
but they pick up again
but they pick up again 111
when they reach
when they reach 49
our temporary exhibitions
our temporary exhibitions 26
39
17
57
39
25
49
54
32

19. Flurry also tells us
Flurry also tells us
that people who
that people who
click “tours”
click “tours”
are actually looking
are actually looking
for “exhibitions”
for “exhibitions”

20. 1 (tour)
2 (tour)
3 (exhibition)
4 (exhibition)
4
3 1
2

21. Users primarily look
at the first few things
and then move onto
temporary exhibitions
With the caveat that
the collection was on
display for 7 months
before we added
Flurry analytics

22. So we changed
Tours
to
Exhibitions

23. The Museum of Contemporary Art Australia
The Museum of Contemporary Art Australia

25. Connections to the MCA WiFi
Connections to the MCA WiFi
From March 2nd to 9th 2013
From March 2nd to 9th 2013

26. Connections to the MCA WiFi
Connections to the MCA WiFi
from 5pmYears Eve 2012st2012
from 5pmDecember 31st 2012
New December 31
to 10am January 1stst2013
to 10am January 1 2013

27. January 2012
Connected time: 449 days 10 hrs 7 mins
Download: 85,530 MB

28. January 2012
Connected time: 449 days 10 hrs 7 mins
Download: 85,530 MB
Flurry tells us that visitors aren’t using the social buttons in MCA Insight

29. So what are they doing?
So what are they doing?
taking photos and posting them on Instagram of couse
taking photos and posting them on Instagram of couse

31. To celebrate people’s stories of
To celebrate people’s stories of
visiting the MCA and to showcase
visiting the MCA and to showcase
the present-tense living and breathing
the present-tense living and breathing
Museum we created #MCANow
Museum we created #MCANow
http://www.mca.com.au/now
http://www.mca.com.au/now

32. Rory, our Digital Media Intern,
Rory, our Digital Media Intern,
built a display for the
built a display for the
Museum digital signage
Museum digital signage
Thanks Rory!
Thanks Rory!

33. Data Sources:
Flurry Analytics for MCA Insight http://flurry.com
appFigures for app download statistics http://appfigures.com
Traffic Pro for visitor counting http://beonic.com.au
Airwave from Aruba for WiFi usage http://arubanetworks.com
Tristan Interactive built MCA Insight http://tristaninteractive.com
Bespoke indoor tracking software http://mca.com.au/apps/insight
based on the Aruba Mobility controller
built by the MCA

34. Thanks
…and jet packs for all
Questions? @drkeir