Open Forum

Looking for marketing and communications folk to chime in here:
I am curious to know if any of you are using services like Placer.ai to get insight into location analytics?  If you are, who do you use?  Do you feel it is worth the expense? 
Thank you

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Jen Stevenson
Marketing Specialist, Senior
Wisconsin Veterans Museum
Madison WI
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Jen,

CAM St. Louis is located within the Grand Center Arts District (GCAD). GCAD is purchasing a license with Placer.ai. CAM is contributing to this license. It has yet to activate, but I am interested in seeing what mobile phone data provides. A brief sampling of data that placer.ai provided CAM indicates that our hand-collected visitor data is an under-representation of total visitors. This leads me to a follow-up question on this topic: Does the museum industry have an acceptable standard variance in reporting attendance numbers to account for human error?

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Karol Stewart
Director Marketing and Communications
Contemporary Art Museum St. Louis - Affiliated with Texas A&M University-Corpus Christi
St. Louis MO
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Original Message:
Sent: 09-28-2022 09:45 AM
From: Jen Stevenson
Subject: Foot Traffic Data

Looking for marketing and communications folk to chime in here:
I am curious to know if any of you are using services like Placer.ai to get insight into location analytics?  If you are, who do you use?  Do you feel it is worth the expense? 
Thank you

------------------------------
Jen Stevenson
Marketing Specialist, Senior
Wisconsin Veterans Museum
Madison WI
------------------------------

We had the same issue with Placer initially. They overrepresented our visitation by about 100%.
One of the issue is that we are in a 10-story building and they cannot differentiate the three floors the museum occupies versus the rest of the building tenants.
The other issue was the footprint they were using for us. It included a pub next door and a sidewalk which is the most heavily traveled in our state. I would concentrate on getting them to tighten up your footprint if you think that is your issue. They did for us and got us much closer to our people counter in the museum, within 15% of our numbers, but again we're in a multi-story building, and so we can live with that.

------------------------------
Jen Stevenson
Marketing Specialist Senior
Wisconsin Veterans Museum
Madison WI
------------------------------

Original Message:
Sent: 12-12-2022 11:07 AM
From: Karol Stewart
Subject: Foot Traffic Data

Jen,

CAM St. Louis is located within the Grand Center Arts District (GCAD). GCAD is purchasing a license with Placer.ai. CAM is contributing to this license. It has yet to activate, but I am interested in seeing what mobile phone data provides. A brief sampling of data that placer.ai provided CAM indicates that our hand-collected visitor data is an under-representation of total visitors. This leads me to a follow-up question on this topic: Does the museum industry have an acceptable standard variance in reporting attendance numbers to account for human error?

------------------------------
Karol Stewart
Director Marketing and Communications
Contemporary Art Museum St. Louis - Affiliated with Texas A&M University-Corpus Christi
St. Louis MO

Original Message:
Sent: 09-28-2022 09:45 AM
From: Jen Stevenson
Subject: Foot Traffic Data

Looking for marketing and communications folk to chime in here:
I am curious to know if any of you are using services like Placer.ai to get insight into location analytics?  If you are, who do you use?  Do you feel it is worth the expense? 
Thank you

------------------------------
Jen Stevenson
Marketing Specialist, Senior
Wisconsin Veterans Museum
Madison WI
------------------------------

Jen, my org did a demo with Placer recently, but it's likely not something we're able to absorb into our budget in the near future.  I'm curious to see if folks respond with how they're using and finding the most value in it. 

Location data seems like a great tool, but the consensus between our marketing & guest experience folks on the call was that it would be a "nice to have", but didn't feed into our immediate needs.  FWIW, the main use we were discussing would be to get a fuller picture of guest demographics.

------------------------------
Beth Kelly
Director of Guest Experience
Holden Forest & Gardens
Kirtland OH
------------------------------

Original Message:
Sent: 09-28-2022 09:45 AM
From: Jen Stevenson
Subject: Foot Traffic Data

Looking for marketing and communications folk to chime in here:
I am curious to know if any of you are using services like Placer.ai to get insight into location analytics?  If you are, who do you use?  Do you feel it is worth the expense? 
Thank you

------------------------------
Jen Stevenson
Marketing Specialist, Senior
Wisconsin Veterans Museum
Madison WI
------------------------------

Placer will negotiate price, be aware we got the fee reduced by thousands. We are using the data to analyze our audience demographics, yes. The tools that are most interesting and useful are the comparisons with area competitors and attendees of area events so we can target advertising to those people and expand our audience. We also love the traffic flows of the before and after visit. Here we can reach out to venues to partner for advertising and also sponsorship.

------------------------------
Jen Stevenson
Marketing Specialist Senior
Wisconsin Veterans Museum
Madison WI
------------------------------

Original Message:
Sent: 12-13-2022 09:30 AM
From: Beth Kelly
Subject: Foot Traffic Data

Jen, my org did a demo with Placer recently, but it's likely not something we're able to absorb into our budget in the near future.  I'm curious to see if folks respond with how they're using and finding the most value in it. 

Location data seems like a great tool, but the consensus between our marketing & guest experience folks on the call was that it would be a "nice to have", but didn't feed into our immediate needs.  FWIW, the main use we were discussing would be to get a fuller picture of guest demographics.

------------------------------
Beth Kelly
Director of Guest Experience
Holden Forest & Gardens
Kirtland OH

Original Message:
Sent: 09-28-2022 09:45 AM
From: Jen Stevenson
Subject: Foot Traffic Data

Looking for marketing and communications folk to chime in here:
I am curious to know if any of you are using services like Placer.ai to get insight into location analytics?  If you are, who do you use?  Do you feel it is worth the expense? 
Thank you

------------------------------
Jen Stevenson
Marketing Specialist, Senior
Wisconsin Veterans Museum
Madison WI
------------------------------