Novel Approaches in Profiling in Museums

Abstract

User profiling is a very important marketing strategy and should be a continuous and always updated activity as through profiling it is possible to get a perfect identikit of consumers, and this allows companies to know about their needs and undertake marketing strategies tailored to their tastes and habits. These considerations are ever more real in the cultural heritage sector: with an accurate profiling process, a personalization of the service can also be achieved in the museum context, with a communication strategy based on collaboration and adaptation between museum and visitor. The authors started from the analysis of the literature to build and propose an original managerial model for user profiling based on the joint analysis of four dimensions related to the topic (type, data collection tool, type of data collected, and levels of implementation). The findings emerged from the literature review, and the model was cross-referenced with the data relating to the MANN (National Archaeological Museum of Naples), the exploratory case study.