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Online Session 2: Datathon

Risks and challenges: Communicating to audiences in the global media environment


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Datathon: Understanding and mapping digital museum audiences

Date: 30 March 2022 (Wednesday)
Time: London 8:00 AM - 10:00 AM | Singapore 3:00 PM - 5:00 PM | Melbourne 6:00 PM - 8:00 PM

Virtual Co-Host

The Digital Studio is a collaborative research hub hosted by the Faculty of Arts at the University of Melbourne. By building capacity and connections, the Digital Studio aims to humanize and leverage digital technologies to transform the ways in which teaching, research and scholarship shape the social, ethical and cultural dimensions of our world. With a strategic focus on high-quality projects in the humanities, arts and social sciences, the Studio provides a range of activities and programs to support researchers and industry partners working with data and digital environments. 


Interactive Talk and Demo of Data To Power 

The demo will present the Digital Engagement Layer of Data To Power prototype, designed by aggregating Google Analytics and Social Media Analytics API data from Science Museum Group in London, Asian Civilisations Museum in Singapore and Australian Centre for the Moving Image in Melbourne.  It will share insights into the methodological framework of the layer design and will highlight innovative design components added to the prototype, including a timeline for data mapping and dynamic user interface capabilities.

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Natalia Grincheva
Lead Project Investigator
LASALLE College of the Arts

Interactive Evaluations Panel

The panel will solicit critical feedback from museum professionals representing Science Museum Group in London,  Asian Civilisations Museum in Singapore and Australian Centre for the Moving Image in Melbourne. It will open a dialogue with the wider museum community to reflect on the proposed solution’s design, usability, drawbacks and implications for museum digital audience research and management practices.

Katie Moffat
Head of Sector Engagement Europe at Substrakt
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Nils Pokel
Digital Strategist & Creative Consultant
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Raymond Tham
Senior Manager, Digital Marketing and Corporate Communications at the Asian Civilisations Museum in Singapore
Rosie Cardiff
Website Editor for the Science Museum Group

Discussion Forum

The forum will conduct interactive evaluations by polling online audiences on the Data To Power app’s user-friendliness, quality of mapping and potential implications for museum audience research and analysis. It will share insights into mapping museum audiences across various practices developed by different museums and research centres to better understand  digital users, their interests, expectations, and patterns of behaviour. 

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Adrian Kingston

Head of Digital Channels

at the Museum of New Zealand, Te Papa Tongarewa

Doug Newton-Walters

Digital Engagement Manager at the National Film and Sound Archive

Marie Hobson

Senior Manager - Audience Research and Insight at Victoria and Albert Museum

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