In the seemingly endless number of metrics that travel sales and marketing professionals who are in search of greater reach into the Chinese employ, a plain and easy-to-understand measure is the Jing Museum Index, which publishes a monthly set of results of its tally of the most popular museums worldwide—which are based on the number of WeChat visits a museum receives.
While we realize that some form of cross-measurement or quantification comparing this method with others, the Museum Index is presented in a basic table format and comes out on a monthly basis—so, it is almost a real-time way of measuring the impact of WeChat promotions. Results can be compared to result numbers over a period of months (or years) to help determine the answer to the question: “What works?” Or, “What Works Best?”
Whatever flaws there might be in this approach, a look at last month’s results should cheer the fact that, of the Top 11 museums, more than half are in the U.S. Here’s what the table, prepared by Richard Whiddington, tells us says:
