This paper is written by the NEMO Working Group on Digital Transformation. It focuses inititally on the integrated online-offline audience measurement approach. It also lists eight sparkling cases of museums from different EU countries that are implementing and using an integrated measurement approach in order to evaluate projects undertaken and better understand their audiences. This includes understanding what drives individuals to engage online and how an online presence can (or does not) interfere with in-person visits. To inspire further innovation in the museum sector, the paper contains information about new types of audience segmentations, KPIs and specific data categories, along with contact details for project leaders and researchers to facilitate networking and sharing of experience. Also included is an extensive literature overview for those interested in further reading related to audience measurement research.
