Digital Data Collection and Use

In this presentation, Vargas introduces the use of a business process maturity model (specifically, the digital data maturity model constructed and tested in her PhD thesis and what was used as a model for the UK Digital Culture Compass) to construct the scaffolding of digital transformation. This structure may evolve with the museum’s use and understanding of tools like the digital data maturity model, but to achieve greater impact, digital maturity involves more than training of tools, it requires a discerning museum to continuously build the capacity of critical thinking into a digital evolution created by and for its employees and community. By deconstructing how data is collected, used, and flows within the museum and community ecosystem, a museum may commence a larger study and evolution of its digital strategy.

6Ps of Digital Maturity for the Cultural Sector

In this workshop or speaking engagement, Vargas introduces the concept of museum ‘terroir’: the contextual characteristics unique to a certain place that influence and shape its character…For cultural institutions, ‘terroir’ might, therefore, be attributed to the type and size of the museum, its visitor demographics, its physical location, and all forms of media. A museum’s terroir is cyclical; it begins and ends with the pollination of ideas, information, and knowledge within the museum and extends to and with the panoramic view of the museum’s community ecosystem. When museums embrace the paradox of accelerating change and innovation with traditional business management tools tested in the private sector, personalized museum visitor experiences powered by integrated technology platforms may yield many pathways for a museum to realize digital maturity. These collective elements impacting the museum’s terroir, may be referred to as the 6Ps of digital maturity. The 6Ps are transient: they change over time, may involve using different tools or developing different habits of mind, and almost always depend upon the individual context of the museum.

This exercise and/or presentation is designed to resonate with people grappling with digital maturity challenges of all complexities. By using a digital data maturity model and constructing innovative approaches, any museum can test, learn, and optimize in plausible, possible, and probable futures, thus shifting away from one-directional data collection and use. Instead, the museum may begin to develop the skills needed to allow for data to flow inside and outside of the museum. The museum may learn from and build the capacity of adaption and innovation by viewing data within a feedback loop and as a conduit to strengthen the nourishment of a museum’s terroir. In this presentation, people will learn the value of using a business process maturity model to learn from the past, inform our present, and plan for tomorrow.


There is a huge amount of energy in the community/digital strategy space being focused on tools to implement marketing and social media objectives and strategies, but we cannot forget the human element involved: the organization that needs to be educated and the teams who will carry out these lofty new plans. The path to community/digital strategy integration will not always be smooth, and it definitely won’t be immediate, but the key to making the transition as easy as possible is setting reasonable and realistic expectations. In this presentation, Vargas shows how organizations may adapt change management principles so your organization may explore, ask questions, and put the digital boogieman to rest to achieve real success in the digital ecosystem.


Interested in a service or speaking opportunity? Please contact Lauren at VargasL@yourdigitaltattoo.com.