Over the last couple of days, I have attended the Microsoft Tech Summit in Birmingham, during which, Digital Transformation underpinned a lot of the content delivered by the Microsoft Team. Digital Transformation is going to be a hot topic in the industry, so the main question i had on my mind was ‘What is Digital Transformation?’
In the Keynote, Microsoft provided two use cases that demonstrated the value of Digital Transformation, but the one that really resontated with me was from The British Museum. This was presented by two delegates from The British Museum on how they use data analytics to improve the experience of the millions of annual visitors. They have created a data pipeline from over 200 data sources, and they now have the resources to present tangible information to the key decision makers at the Museum. This data allows The British Museum to tailor elements of their business such as; opening times, exhibits or even audio guides to their consumers.
Let’s look at an example of how they use this data. The British Museum monitor’s visitor WiFi footprint to ascertain how long they spend in each area or exhibit. This data is cross-referenced against social media streams to see what their visitors are posting about. Why is this important? Imagine been able to present to key decision makers with feedback on how well exhibits are been received and how they can trend future displays within the Musuem? Based on the knowledge gained from this data, this will allow the Museum to tailor how long exhibits are shown, what location they are set within the Museum, or even what items should be made available in the gift shop? Take this to the next level, how about been able to understand what the age demographic of visitors are, and then use this to dictate where and what your marketing strategy is for a new exhibit?
The example above is based on two data sources from over 200 possible sources available. Imagine the possibilities. Now a lot of this may seem like common sense, but due to the amount of data that is generated, its extremely difficult to manually piece together and organise this data into presentable information. The British Museum are integrating legacy data sources together and querying the masses of data to provide the information. This is called a ‘Data Pipeline’
Below is the diagram of the Data Pipeline from The British Museum
Picture Credit: The British Museum @ Microsoft Tech Summit
This is a perfect example of Digital Transformation. The Museum are using the power of data to transform their business processes and customer experience. What do you think you could do with the same level of data analytics for your business or customers? If the British Museum, who essentially collate historic artifacts and make them available to the public for free, can find ways to utilise Digital Transformation to improve their business then anyone can.