Clustering and Classifying Users from the National Museums Liverpool Website

DAVID WALSH, Paul Clough, MARK HALL, Frank Hopfgartner, Jonathan Foster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding (ISBN)peer-review

1 Citation (Scopus)
74 Downloads (Pure)


Museum websites have been designed to provide access for different types of users, such as museum staff, teachers and the general public. Therefore, understanding user needs and demographics is paramount to the provision of user-centred features, services and design. Various approaches exist for studying and grouping users, with a more recent emphasis on data-driven and automated methods. In this paper, we investigate user groups of a large national museum's website using multivariate analysis and machine learning methods to cluster and categorise users based on an existing user survey. In particular, we apply the methods to the dominant group - general public - and show that sub-groups exist, although they share similarities with clusters for all users. We find that clusters provide better results for categorising users than the self-assigned groups from the survey, potentially helping museums develop new and improved services.
Original languageEnglish
Title of host publicationLinking Theory and Practice of Digital Libraries
Subtitle of host publication25th International Conference on Theory and Practice of Digital Libraries, TPDL 2021, Virtual Event, September 13–17, 2021, Proceedings
EditorsGerd Berget, Mark Michael Hall, Daniel Brenn, Sanna Kumpulainen
Place of PublicationSwitzerland
Number of pages13
ISBN (Electronic)978-3-030-86324-1
ISBN (Print)978-3-030-86323-4
Publication statusPublished - 7 Sept 2021

Publication series

NameLecture Notes in Computer Science (LNCS, LNAI or LNBI)


  • Digital cultural heritage
  • Museum website
  • User groups
  • Cluster analysis


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