The Cleveland Museum of Art Tracking Visitor Satisfaction with SPSS Predictive Analytics Software

Using PASW Data Collection, Cleveland Museum of Art optimizing marketing campaigns and improving overall attendance

High-Tech Imagery - Visitors to the Cleveland Museum of Art are finding a perfectly enjoyable experience as the Museum is using Predictive Analytics from SPSS Inc. to gather and incorporate guests' opinions into positive changes made to new exhibits. The Museum is also painting a better picture of their visitors' overall experiences by improving marketing campaigns to heighten attendance and increase revenue. (c) The Cleveland Museum of Art.

CHICAGO--()--Public institutions that rely on corporate sponsorships and renewed memberships know that steady attendance to ticketed exhibitions is also important to earned income. To better capture and understand feedback from its annual visitors, the Cleveland Museum of Art chose SPSS Inc. Predictive Analytics Software (PASW) to paint a better picture of their visitors’ overall experiences and improve marketing campaigns, heighten attendance and increase revenue.

With any new opening, it’s vital that the Cleveland Museum of Art, one of the world's most distinguished comprehensive art museums, understands how visitors hear about an exhibition, know the reasons visitors attend the exhibition, and measure overall impressions and opinions to gauge how the public is receiving the display. This information provides real-time insight into whether any modifications should be made before the exhibit closing date.

To take action and gather immediate feedback from visitors about their experience at exhibitions, the Cleveland Museum of Art chose the PASW Data Collection (formerly Dimensions) suite of survey research products. With PASW Data Collection, the museum is able to easily create surveys, administer them on portable handheld devices, and share the results through a versatile reporting solution to better understand attitudes and opinions of their visitors.

For example, the Cleveland Museum of Art is acquiring feedback from visitors on Post-Impressionist painter Paul Gauguin. The information they gather on artist name recognition and motivation to attend the exhibition will be used to develop their marketing campaign for the fall 2009 presentation of an exhibition of Gauguin's work.

Cindy Fink, director of marketing and communications at the Cleveland Museum of Art, said, “SPSS Predictive Analytics Software is a sophisticated step for our organization and enables us to easily and immediately capture visitor information in-house. We’re now able to gather accurate data on our visitors, leverage our marketing campaigns and more deliberately influence the success of our exhibitions.”

PASW Data Collection provides open, scalable, and customizable solutions for global, multi-channel survey research and reporting needs. Data Collection software allows organizations to better understand and predict future behavior by incorporating attitudinal data gathered from customers, students and visitors during naturally occurring interactions or as part of structured feedback initiatives.

Patrick Quigley, global vice president, market research at SPSS Inc., said, “By selecting PASW Data Collection, the Cleveland Museum of Art proactively brings data about visitor attitudes and preferences into their analytical decision making – ultimately improving their bottom line and increasing satisfaction. For organizations worldwide, harnessing the ‘Voice of the Customer’ through direct feedback can effectively attract, grow and retain valuable clients, and reduce fraud and mitigate risk.”


The entire portfolio of SPSS Predictive Analytics Software – data collection, statistics, modeling, text analytics and deployment – is available by calling 1-800-543-2185.

About the Cleveland Museum of Art

The Cleveland Museum of Art is renowned for the quality and breadth of its collection, which includes over 40,000 objects and spans 6,000 years of achievement in the arts. Currently undergoing a multi-phase renovation and expansion project, it is a significant international forum for exhibitions, scholarship, performing arts, and art education. Admission to the museum has been free since its founding charter.

For more information on the museum, its holdings, programs, and events, call 1-888-CMA-0033 or visit

About SPSS Inc.

SPSS Inc. (Nasdaq: SPSS) is a leading global provider of Predictive Analytics software and solutions. The company’s Predictive Analytics technology improves business processes by giving organizations forward visibility for decisions made every day. By incorporating Predictive Analytics into their daily operations, organizations become Predictive Enterprises – able to direct and automate decisions to meet business goals and achieve a measurable competitive advantage. More than 250,000 public sector, academic and commercial customers rely on SPSS technology to help increase revenue, reduce costs and detect and prevent fraud. Founded in 1968, SPSS is headquartered in Chicago, Illinois. For more information, please visit

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Christina Preiss, SPSS Inc.
(312) 651-3437


Christina Preiss, SPSS Inc.
(312) 651-3437