{"id":889,"date":"2026-01-27T16:13:13","date_gmt":"2026-01-27T19:13:13","guid":{"rendered":"https:\/\/deckcultura.com\/hub-de-conteudo\/?p=889"},"modified":"2026-01-27T16:13:15","modified_gmt":"2026-01-27T19:13:15","slug":"inteligencia-dados-poiesis","status":"publish","type":"post","link":"https:\/\/deckcultura.com\/hub-de-conteudo\/casos\/inteligencia-dados-poiesis\/","title":{"rendered":"Business Intelligence: Estudo de viabilidade para a cobran\u00e7a de ingressos em museus"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"889\" class=\"elementor elementor-889\">\n\t\t\t\t\t\t\t\t\t<section class=\"has_ma_el_bg_slider elementor-section elementor-top-section elementor-element elementor-element-5b670dac elementor-section-boxed elementor-section-height-default elementor-section-height-default jltma-glass-effect-no\" data-id=\"5b670dac\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container 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0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-35cbde6 e-flex e-con-boxed e-con\" data-id=\"35cbde6\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3f15e95 jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"3f15e95\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cliente<\/b><span style=\"font-weight: 400;\">: POIESIS \u2013 Instituto de Apoio \u00e0 Cultura, \u00e0 L\u00edngua e \u00e0 Literatura (S\u00e3o Paulo &#8211; SP);<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ano: <\/b><span style=\"font-weight: 400;\">2024<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Projeto<\/b><span style=\"font-weight: 400;\">: Estudo sobre a viabilidade para a cobran\u00e7a de ingressos na rede de museus liter\u00e1rios na cidade de S\u00e3o Paulo.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Desafio<\/b><span style=\"font-weight: 400;\">: Como avaliar a viabilidade da implementa\u00e7\u00e3o da cobran\u00e7a de ingressos nos museus geridos pela POIESIS, com poucos dados dispon\u00edveis.<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">A POIESIS \u00e9 uma Organiza\u00e7\u00e3o Social da Cultura respons\u00e1vel pela gest\u00e3o de tr\u00eas museus-casa liter\u00e1rios na cidade de S\u00e3o Paulo: a Casa das Rosas, a Casa M\u00e1rio de Andrade e a Casa Guilherme de Almeida. A institui\u00e7\u00e3o tem o desafio de ampliar e diversificar suas receitas, por isso desejava\u00a0 avaliar a viabilidade de se instaurar a cobran\u00e7a de ingressos nos museus, que t\u00eam entrada franca. Como dois dos espa\u00e7os passaram por requalifica\u00e7\u00f5es e haviam sido reabertos recentemente com novos formatos de programa\u00e7\u00e3o, t\u00ednhamos poucos dados de visita\u00e7\u00e3o \u00e0 nossa disposi\u00e7\u00e3o para desenvolver proje\u00e7\u00f5es de arrecada\u00e7\u00e3o com base em uma s\u00e9rie hist\u00f3rica. Para superar esse desafio, escolhemos <strong>um percurso que buscou reunir <\/strong><\/span><strong><i>inputs <\/i>internos e externos sobre as decis\u00f5es envolvidas na cobran\u00e7a de ingressos em museus, do ponto de vista da gest\u00e3o.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">O estudo foi composto pelas seguintes etapas:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><i>Benchmarking<\/i><\/b><span style=\"font-weight: 400;\">: Foram analisados cinco museus de S\u00e3o Paulo com diferentes perfis para <strong>identificar boas pr\u00e1ticas na cobran\u00e7a de ingressos<\/strong>. As informa\u00e7\u00f5es foram reunidas por meio de entrevistas com gestores de museus privados e geridos por OS, para entender qual o impacto da cobran\u00e7a na visita\u00e7\u00e3o, o n\u00edvel de arrecada\u00e7\u00e3o alcan\u00e7ado e como s\u00e3o definidos par\u00e2metros como: valores dos ingressos, pol\u00edticas de gratuidade e estrutura necess\u00e1ria para gest\u00e3o da venda de ingressos. A escuta gerou uma <strong>publica\u00e7\u00e3o executiva em formato digital<\/strong>, compartilhada com todas as institui\u00e7\u00f5es participantes.<br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>An\u00e1lise de dados<\/b><span style=\"font-weight: 400;\">: Foram realizadas <strong>simula\u00e7\u00f5es de cen\u00e1rios de arrecada\u00e7\u00e3o com base nos dados<\/strong> de visita\u00e7\u00e3o de 2023 e 2024, considerando diferentes valores de ingresso e percentuais de gratuidade, utilizando as refer\u00eancias coletadas no <\/span><i><span style=\"font-weight: 400;\">benchmarking<\/span><\/i><span style=\"font-weight: 400;\">.\u00a0<br \/><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><i>Workshop<\/i><\/b><span style=\"font-weight: 400;\">: Foi realizado um <\/span><strong><i>workshop <\/i>on-line<\/strong> <span style=\"font-weight: 400;\">com a equipe da POIESIS para identificar as a\u00e7\u00f5es necess\u00e1rias para a implementa\u00e7\u00e3o da cobran\u00e7a de ingressos e mapear seus riscos potenciais. As equipes identificaram 11 setores envolvidos e 40 a\u00e7\u00f5es espec\u00edficas a serem realizadas. Os riscos que poderiam ser enfrentados por cada setor tamb\u00e9m foram mapeados e classificados de acordo com seu impacto e sua probabilidade de ocorr\u00eancia.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><br \/>O estudo apresentou, ainda, uma pequena revis\u00e3o bibliogr\u00e1fica, com refer\u00eancias brasileiras e internacionais, contextualizando os desafios enfrentados pelos museus no que se refere \u00e0 crescente necessidade de gerar receitas pr\u00f3prias, al\u00e9m das vantagens e implica\u00e7\u00f5es da cobran\u00e7a de ingressos, considerando n\u00e3o apenas os aspectos financeiros, mas tamb\u00e9m os impactos na visita\u00e7\u00e3o e na miss\u00e3o dos museus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tamb\u00e9m <strong>lan\u00e7amos luz sobre uma vantagem n\u00e3o financeira da venda de ingressos, ainda pouco explorada de forma estrat\u00e9gica pelos museus, que s\u00e3o os dados dos visitantes coletados pelas plataformas de venda on-line de ingressos<\/strong>. S\u00e3o informa\u00e7\u00f5es valiosas para conhecer mais os segmentos de p\u00fablico atendidos e melhorar o relacionamento com os visitantes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por fim, com base em todas as fases da pesquisa, foram elaboradas uma s\u00e9rie de<strong> recomenda\u00e7\u00f5es espec\u00edficas para cada museu da rede, de maneira a mitigar riscos e otimizar receitas, sem deixar de priorizar a raz\u00e3o de ser dos museus, que \u00e9 atender aos p\u00fablicos<\/strong>.\u00a0<\/span><\/p>\n<p>\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Veja como a Deck utilizou diferentes m\u00e9todos para ajudar uma institui\u00e7\u00e3o museal a tomar decis\u00f5es com base em evid\u00eancias.<\/p>\n","protected":false},"author":1,"featured_media":891,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1],"tags":[71,43,23,72],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2026\/01\/Casa-Mario-de-Andrade-2.jpg?fit=1280%2C720&ssl=1","_links":{"self":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/889"}],"collection":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/comments?post=889"}],"version-history":[{"count":5,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/889\/revisions"}],"predecessor-version":[{"id":896,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/889\/revisions\/896"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media\/891"}],"wp:attachment":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media?parent=889"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/categories?post=889"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/tags?post=889"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}