In 2024, NEMO’s Digital Transformation Working Group focused on “Digitalisation & Audience”. This resulted in a report on measuring digital audiences.
BAM! Strategie Culturali continues its commitment within the Digital Transformation Working Group organised by NEMO, the Network of European Museums, which in 2023 asked BAM! to design and moderate a workshop on audience measurement in the context of digital transformation. The results of that process were collected in the paper “Audience measurement in the digital era”, which we have already told you about here.
A year later, the Digital Transformation Working Group has made further progress in terms of approaches and methods for measuring museum audiences, both online and offline. The results of this year of study and research have led to the report “Connected journeys: Holistic audience measurement in the age of digital”, available free of charge in English on the NEMO website
The report was written by researcher Casey Scott-Songin, in collaboration with the entire working group that includes Martino Catalani and Federico Borreani from BAM!, and will be presented to the public in a webinar on Thursday 13 February 2025 at 11 a.m.
With an initial theoretical overview starting from the current situation, followed by eight examples of good practice, the publication highlights how museums can evaluate projects, understand audience motivations and innovate through new segmentation methods and KPIs (Key Performance Indicators). Among the case studies surveyed in the report, BAM! contributed the one on the Museo della Ceramica in Savona, which has been supported by our team since 2022 with setting up and monitoring audience and impact strategies.
Contained within the report are a number of ready-to-use tools, such as a framework guide for setting up your own DAM (Digital Audience Measurement) strategy, and a comprehensive overview of the literature available today on the subject: resources for engaging your audience better and becoming more effective in a rapidly evolving digital environment.
Download the report “Connected journeys: Holistic audience measurement in the age of digital” here
Author and researcher Casey Scott-Songin, who will present the work at the webinar on 13 February, is an expert in mixed qualitative and quantitative audience research methodologies, with over ten years of experience in digital and user research in North America, the UK and Europe. She has extensive knowledge of dynamics in the museum sector, having been User Researcher at the British Museum and Senior Manager: Data & Insight at the National Gallery in London.
Click here to register for the webinar.
Follow the work of the Digital Transformation Working Group on the NEMO website via this link
Featured image: © Zeeuws Museum, Image: Anda van Riet
