When the Dallas Museum of Art (DMA) a few years ago announced it was doing away with museum membership (gasp!), it made big news. Its membership was replaced with an open-badging system called DMA Friends, open to visitors, new and old. I recently contacted Robert Stein, DMA’s deputy director to learn more about DMA Friends, how it empowers visitors, and the ways museum officials analyze the resulting big data to better serve their city. Hi Rob. Please introduce yourself and the Dallas Museum of Art. I’m Robert Stein. The DMA has been in Dallas for 112
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