Museum App Data: Part 1

Data. It’s a small word but can make a big difference between a successful acquisition campaign or a waste of funds. So how do cultural institutions use data to create impactful and efficient acquisition strategies, generate revenue, and build better visitor experiences? In this article series, the financial and data analytics experts here at Guru have worked with museums, zoos and heritage sites to identify the ways in which data can alleviate the most pressing issues of a cultural institution and help meet goals. We start our first article with a question:

How does data help lower your visitor acquisition costs?

Museums, zoos, and cultural institutions thrive on a fundamental curiosity—the desire to explore, learn, and engage with the world around us. Yet, effectively reaching visitors without excessive marketing spend can be challenging. Enter Visitor Acquisition Cost (VAC), a crucial metric representing expenses associated with attracting new visitors, including advertising, public relations, community engagement, and other promotional efforts.

Many institutions still rely on broad, untargeted methods—often described as the "spray and pray" approach. Think of billboards on highways: while highly visible, their generalized messaging doesn’t guarantee engagement or actual visitation. Instead, savvy cultural organizations are turning to targeted strategies driven by visitor data, significantly lowering their VAC.

Harnessing detailed visitor insights—including demographics, geographic location, and personal interests—allows marketing teams to craft personalized, relevant messages. This precision targeting ensures institutions connect meaningfully with audiences, promoting exhibitions, special events, and tailored offers that genuinely resonate. As a result, visitor acquisition becomes more efficient, cost-effective, and impactful.