Dallas Museum of Art Trades Memberships for Data

The DMA is using the data to learn which galleries are the most popular, which events attract visitors from city neighborhoods where museum membership is thin, and the rate of repeat visits. It’s similar to the metrics relied on by online retailers, Stein says, but "instead of clickstreams, you’re looking at streams of activity in a physical space."

By John Tozzi

Full Story: http://www.businessweek.com/articles/2014-02-20/dallas-museum-of-art-trades-memberships-for-data#r=hpt-ls

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