Hi
Please share your responses with the list, I'm very interested in this
area.
Tracy Puklowski
General Manager
National Services Te Paerangi
Museum of New Zealand Te Papa Tongarewa
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Mob: 029 601 0380
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-----Original Message-----
From: Museum discussion list [mailto:[log in to unmask]] On
Behalf Of Silvia Filippini
Sent: Tuesday, 11 March 2008 5:58 a.m.
To: [log in to unmask]
Subject: [MUSEUM-L] Customer Relationship Management databases for
personalized marketing campaigns in museums
My name is Silvia Filippini Fantoni and, as some of you might know from
previous posting, I am finalizing my PhD on the use of personalization
technologies in museums.
Despite the focus of my research is mainly on personalization as a tool
to support the learning process (including adaptive mobile guides,
online personal collections, bookmarking in general, etc.), I would like
to write a shorter section on its potential as a marketing tool.
Other cultural institutions such as libraries or performing art centers,
in fact, collect data about their public through their numerous on and
off line transactions and create large Customer Relationship Management
databases, which they use to carry out targeted marketing campaigns to
promote certain events, programs, products and books (in the case of
libraries).
I was wondering if any of you was aware of a museum that is using CRM
databases to collect information about visitors' characteristics and
needs either across the entire organization or limited to a specific
group like members, newsletter subscribers, sponsors, online shoppers
etc. with the aim of carrying out personalized marketing campaigns,
developing tailor-made services and /or promoting specific content on
the website.
Looking forward to your reply,
Silvia
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