DMA Friends By the Numbers

The DMA Friends program is a terrific way for visitors to discover new ways to connect with the Museum. What may not be apparent is how the program helps the Museum to know whether we’re doing a good job providing engaging experiences with art. In addition to talking one-on-one with our Friends, the DMA uses data collected from DMA Friends to better understand visitor behavior and preferences. This helps to inform our educational and other activities designed expressly for public consumption.

Below are some analytical charts that the Museum uses to track the program’s performance over time and understand trends and spikes in visitor activity. Because we know that privacy is important to our Friends, the program was purposefully designed to be “opt-in” and we only track data that our Friends share with us directly. And we will never divulge personal information about our Friends without their permission. For more information about how we use and collect data, please see our Terms of Service and Privacy Policy

This graph shows the rate of new Friends being added to the DMA Friends program. Each bar represents the number of new Friends added each week while the solid line measures the cumulative growth of the DMA Friends program over time.

This chart shows the rate at which new Friends are joining the program compared to a 12-week running average. The DMA Staff uses this information to better understand our performance for inviting new Friends to join in a way that mitigates week-by-week variation.

When DMA Friends check-in to activities around the Museum, we can track the activities that garner the most participation. This chart shows the rate of activity of Friends for a variety of activities throughout the Museum. DMA Staff look for trends and changes in these activities to know which Museum programs visitors find most compelling.

As DMA Friends engage with the program, they earn points for participating which can be used to claim a variety of rewards. DMA staff design rewards that are both entertaining and educational, with the intent to drive repeat engagement and deeper relationships with the Museum – because we want to build stronger relationships with our visitors, to be a true resource for the community, and a place for learning and experiences for young and old alike.. We track how our Friends are using rewards to better understand which ones are most appealing and whether they work to drive the repeat engagement we're seeking.

This map shows how participation in the DMA Friends program varies relative to zip code population in the Dallas Metro Area. In statistical terms here, zero is the ideal number, with positive numbers demonstrating a relative excess of Friends and negative numbers demonstrating a relative lack of Friends per capita.

We think that the number of times a visitor returns to the DMA is a good indicator of whether s/he is connecting deeply with the Museum. It's relatively easy to entice someone to the Museum once, but a visitor who comes back many times is more likely to connect to the Museum or the art on display in a deeper, more meaningful way. In this chart, each dot represents a DMA Friend who has visited the Museum at least two times. Notice that many of the dots on this chart represent DMA Friends who have visited the Museum more than 50 times just this year!