Customizing the Experience: Leveraging Data in Digital

Professional Forum

Thursday, April 04, 2019: 4:00pm - 4:50pm - Back Bay CD: Professional Forum: Customizing the Experience

Allison Fippinger, Independent Consultant, USA, Matthew Tarr, American Museum of Natural History, USA, Luke McKenzie, Perot Museum of Nature and Science, USA

Join us for a lively discussion on digital data! This professional forum will focus on how museums can use CRM data to personalize the digital experience, enrich patron interactions online, and strengthen the patron/organization relationship.

Many organizations have made the commitment and investment to implement a CRM and data aggregation tools. But is your organization optimizing that data use in your digital strategy? The three speakers will share their journeys integrating CRM data into their digital ecosystems, and the challenges they faced in doing so. We will also examine the potential of data and the digital experience of the future. Attendee expertise is welcome, and will have an opportunity to be shared in this interactive discussion.

This session will approach the data/digital discussion from both a technical and business perspective. We will encourage attendees to think big when imagining their organization’s data/digital future, and share our suggestions for implementation and peer education.

Discussion topics may include:
• The Basics: Software, Stakeholders and Strategies
o CRM, Marketing Automation, Customer Behavior Tracking
• Nuts and Bolts: Connecting digital to data
o Architecting Your Ecosystem
o Single Sign On/Shared Session Handling
o Content Access Strategies
o Organizational Data Education
• Providing a Personalized Experience: Real World Examples
o Remarketing and Upsells: abandoned carts, browser tracking, product relationships
o Personalized eMarketing Content
• Use Your Data Riches Responsibly
o Organization-Patron Contract: Data Trust
o Financial Responsibility
o Unsubscribes and GDPR
• The Dangers of Personalization