1 December, 2014
Collaborating with the Big Bang Data Expo has been especial for us. Not only because it was one of our first big projects, but also because it was about showing our technology to the public. Establishing a direct dialog with those who actually generate the data required us to make a deep communication exercise. We had to be very clear about what data is being collected of us citizens, and what is this data used for.
The answer to the question ‘why are you counting us’ seems obvious from a business perspective, but from an outsiders’ perspective too often it seems it is just about collecting data, as if it were a goal on itself, and it can be perceived as intrusive. Nothing could be further from the truth. Data is collected to improve. Improve service, improve experience, and improve the outcome for everyone. This is how it’s meant to be, and has to be explained to a public whose behavior is being more and more analyzed overtime.
Now that the Barcelona edition of the Big Bang Data expo is over, we want to close the loop. The visitors could see at the expo that we were measuring their behavior, now we want to share with them the outcome:
The number of female has been double the number of male (65% and 35% respectively). Knowing this may help launch segmented marketing communications and, consequently, be more effective.
As the exhibition advanced, the daily amount of visits gradually increased. In fact, the final day was the most crowded one with almost 3.000 visits, three times more than a normal Sunday. This trend corresponds to a successful exhibition and being able to predict it ensures a proper allocation of resources, in terms of staff for instance.
The more people were at the exhibition, the less time they spent watching the artwork. For example, visitors spent on average 16 seconds watching Counterest display on the busiest days and 21 on the quiet ones. This type of information is useful for a museum to consider redesign the layout of the exhibition to improve visitor’s experience.
Visits tripled when the entrance was for free (every Sunday from 15h) what meant that visitors were significantly sensible to price.
We identified a curious pattern the first Sunday of every month. Those days, the total amount of visitors was 84% higher on average compared to other Sundays. Most of the museums in Barcelona are for free every 1st sunday of the month. CCCB is actually open doors every single sunday, but we can still see a clear peek in every 1st sunday. A lot of locals have the habit of going to an exhibition that day of the month, and CCCB is not an exception.
Analyzing that particular trend we find a clear exception, an outlier, on sunday July the 6th. As for being 1st sunday of the month we should expect a similar peek to the one we find in other months, but visits were about 40% below of what would’ve been expected. And they did nothing different to any other sunday, so the reason was clearly an external factor.
Museum visitors show strong correlation with the weather, they get more visitors on rainy days, and this case is not an exception. July the 6th was a metereological truce, a shinny day in the midst of the storm. It came in every weather forecast, and many choose outdoor activities.