Public institutions that rely on corporate sponsorships and renewed memberships know that steady attendance to ticketed exhibitions is also important to earned income. To better capture and understand feedback from its annual visitors, the Cleveland Museum of Art chose SPSS Inc.Predictive Analytics Software (PASW) to paint a better picture of their visitors’ overall experiences and improve marketing campaigns, heighten attendance and increase revenue.

With any new opening, it’s vital that the Cleveland Museum of Art, one of the world's most distinguished comprehensive art museums, understands how visitors hear about an exhibition, know the reasons visitors attend the exhibition, and measure overall impressions and opinions to gauge how the public is receiving the display. This information provides real-time insight into whether any modifications should be made before the exhibit closing date.

Cindy Fink, Director of Marketing and Communications at the Cleveland Museum of Art, said, “SPSS Predictive Analytics Software is a sophisticated step for our organization and enables us to easily and immediately capture visitor information in-house. We’re now able to gather accurate data on our visitors, leverage our marketing campaigns and more deliberately influence the success of our exhibitions.”

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