Workshop KPIs in Museums

Which key performance indicators are needed for benchmarking and management purposes in museums?  This was the core question of the Future Museum workshop which was organised by MUSEUM BOOSTER on 21 October 2020.  We had the great honour to listen to three museum directors, Max Hollein (The Metropolitan Museum of Art, NYC, USA), Paul Frey (KHM-Museumsverband, Vienna, AT) and Stein Olav Henrichsen (Munchmuseet, Olso, NO), talking about important KPIs in their institutions.

All three directors stressed out the importance of KPIs and how they can help their organisations to fulfil their missions, stay relevant locally and globally and establish new goals. We also talked about the future: KPIs will need to open up and embrace figures about diversity and sustainability or make way for new indicators which track visitor emotions. A drawback of KPIs in the museum sector is that they are not standardised yet and it is hard to compare them across different institutions. A standardised KPI system would allow organisations to look at and learn from one another, to test and compare digital experiences and strategies. In continuation, Sofia Widmann, Managing Partner of MUSEUM BOOSTER, moderated the second part of the workshop, a discussion between the above-mentioned speakers and Future Museum participants with special focus on emotion-based indicators.

The final part of the workshop hosted a number of insights: Adam Maclennan, Head of UK & Ireland at PKF hotelexperts provided an overview of and some insights to KPIs in the hotel sector; Roy Schedler, Head of Marketing at Technorama (Winterthur, CH) shared the particular approach of the science centre towards audience-exhibits relationships; Tom Schoessler, Managing Director of Weserburg Museum of Modern Art (Bremen, DE) shed some light onto the pay-as-you-stay experiment the museum is currently conducting, and, last but not the least, the meeting participants gained an overview of BI KPIs Project at Guggenheim Bilbao Museum (Bilbao, ES), provided by the museum’s Chief Information Officer Luis Pablo Elvira.


Thanks again to all the speakers for their valuable insights!