American Museum of Natural History Case Study

The American Museum of Natural History is a 150 year-old institution that is advancing science and bringing it to the world in an awe-inspiring way. Founded in 1869, the Museum has advanced its global mission to discover, interpret, and disseminate information about human cultures, the natural world, and the universe through a wide-ranging program of scientific research, education, and exhibition.

Challenge

As a science-based institution, the American Museum of Natural History needs to make informed decisions, similar to the way a scientist would – from their marketing and content, to their visitor experience. In keeping with this mission, The American Museum of Natural History sought to make their hundreds of sources of data accessible to empower their staff to make data-driven decisions.

Solution

CorralData worked with the American Museum of Natural History to better understand how their staff would utilize data to uncover insights. With the CorralData platform, the American Museum of Natural History is able to dive in and better understand the ‘why’ behind the various trends through its integrations with their key platforms like Tessitura, Delighted, Explorer, their visitor experience app, as well as all of their marketing platforms. Having all of this data readily available allowed them to have an at-a-glance view as well as a deep dive view in their KPIs such as NPS per ticket type, or drivers for visitation.

Result

With CorralData, the American Museum of Natural History is able to leverage data effectively and better understand the ‘why’ behind their data, ensuring the entire organization is marrying intuition with numbers to drive results. This simplicity of data ensures the decision making process is rooted in data rather than opinion, which is very in line with their institutional goals.