“Big Data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.”
- Dan ArielyThis quote from renowned author and behavioral economist Dan Ariely may draw a chuckle, but it also may summarize how data is approached within the nonprofit visitor-serving industry. “Everyone talks about it.” Indeed, there seems to be a great deal of discussion among museums, zoos, aquariums, botanic gardens, historic sites, and performing arts organizations acknowledging the importance of data. And data is important! It allows these...
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