Digital Transformation in the Cultural Heritage Sector by Unknown

Author:Unknown
Language: eng
Format: epub
ISBN: 9783030633769
Publisher: Springer International Publishing

5.2 Artificial Intelligence and Consumer Profiling

Advances in the field of big data collection provide cultural firm marketers with the ability to collect and aggregate vast amounts of information, with the ultimate aim of turning data into insights or actionable strategy. According to Marshall (2018), “These same technologies can also allow museums to gather useful data about visitors to their exhibitions, including analysis [of] which aspects of the exhibition attract the most interest, how long visitors interact with specific parts of the exhibition, the flow of visitors through the exhibition, and whether or not visitors are returning for multiple visits. This sort of data can be particularly useful to museums that are not externally funded and thus need to optimise their exhibits to attract as many visitors and as often as possible” (Marshall 2018; p. 16). Therefore, the ability to collect, select, and manage data is even more important for companies interested in finding the most suitable way to satisfy consumers. Artificial intelligence is said to greatly assist cultural firms in this process (Nourani et al. 2018; Pan 2016;) by drawing conclusions from unstructured data about causes and effects within extremely large data sets. With the ability to detect and extrapolate upon patterns, technologies can help marketers identify opportunities and act upon them in real time. From here, Artificial intelligence (AI) and Machine Learning (ML) functionality transform useful and relevant data into information. This information, when blended with context, expertise, and intuition, becomes knowledge. AI techniques, including social listening, can glean information about markets and consumers, particularly in terms of satisfaction, purchasing patterns, and product demand. They emerge as a successful solution for updating customer segments with new information (Marshall 2018). For example, as soon as a new customer completes a purchase, that customer is automatically added to his/her respective segments based on the buying patterns. Then marketing campaigns are triggered immediately.

With reference to artificial intelligence systems in cultural heritage, an interesting contribution is provided by Fontanella et al. (2020), who stated that cultural heritage is one of the fields impacted by artificial intelligence, as new solutions to collect and manage data are increasingly employed.

The following box describes an example related to the concepts indicated above.

Exhibit 3: American Museum of Natural History (AMNH)

The American Museum of Natural History (AMNH) was founded in 1869 and is currently the largest natural history museum in the world. The museum is located in New York City and welcomes approximately five million visitors annually.

Despite the huge number of visitors, to improve the visiting experience, the museum pays particular attention to visitors’ comments, online reviews through social media platforms, and suggestions obtained through a survey that the museum sends to each visitor 2 days after a visit, using the email addresses that visitors provide when purchasing tickets.

Apart from multiple-choice questions such as “How likely are you to recommend the American Museum of Natural History?”, inviting respondents to select a numerical value between 1 and 10, there are questions which generate a qualitative response that is considered highly

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