Turning Data Into Decisions

By Deborah Johnson

October 6, 2025

creating impact, data into decisions, Deborah Johnson, insightful impact, interpret data, interpret patterns, paralysis by analysis, podcast, power of after, smart data, using AI data, women at halftime

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Think about the last time you visited a museum or hall of fame. Did you linger at some exhibits while breezing past others? Were there points where crowds clustered, slowing down your visit? My husband Greg, and I found ourselves attracted to different areas of three different halls of fame and realized there was a strategy behind the layouts and plans for visitor flow.

Our small choices were not entirely random—they were part of measurable behaviors. Institutions such as halls of fame that track such data, especially the time visitors spend at each display, gain powerful insight into what captures attention, what loses it, and how to design experiences that both educate and engage. The key is not just having data but turning data into decisions. Numbers alone don’t change anything. Action does. And that’s where visiting very different halls of fame offer valuable lessons.

10-7-2025

Power of After by Deborah Johnson Turning Data Into Decisions with Greg and Deb 10-7-2025

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Case Study 1: Oklahoma Sports Hall of Fame

We walked into the Oklahoma Sports Hall of Fame because the air-conditioned space was a welcome contrast to the humidity we were experiencing. Plus, it was attached to Chickasaw Bricktown Ballpark, currently the home of the Oklahoma City Comets. (Triple-A affiliate of L.A. Dodgers) My husband Greg had played minor league ball in Oklahoma City some years ago and was interested in viewing the current stadium. For years, the museum’s layout followed a traditional museum approach—walls lined with photos, memorabilia, and written descriptions. But when staff began analyzing visitor patterns, they noticed something striking: people would pause longest at interactive or personal storytelling exhibits, while breezing past dense text panels

When visiting, we met Justin Lenhart, the current museum curator. He previously held a position at the Cleveland’s Rock and Roll Hall of Fame and we spoke about what he learned. He shared his use of data to help organize and plan displays of the Oklahoma Sports Hall of Fame. By using data on time spent at each display, administrators realized they needed to rethink the balance. Instead of trying to present every artifact with equal weight, they shifted to designing “anchor exhibits” that would naturally draw people in and hold their attention.

Lesson One: Data turned a museum from “something you glance at” into “something you experience.” We really enjoyed our visit, spending additional time at displays that were interactive.

Case Study 2: Rock and Roll Hall of Fame, Cleveland

Now let’s travel north to Cleveland, Ohio, home of the Rock & Roll Hall of Fame. We loved the large signage in the front and the anticipation it created of a large, creative experience. This museum attracts music fans from all over the world. Unlike the Oklahoma Sports Hall of Fame, which focuses on state heroes, the Rock & Roll Hall deals with a vast, global subject: the history and culture of rock music. That sheer scale poses a unique challenge. How do you prevent visitors from feeling overwhelmed?

We actually did feel a bit overwhelmed with the six levels of the museum. There is music playing, video footage and mannequins with elaborate costumes throughout each display area, with multiple large display sections on each floor. Personally, I understand how difficult it is for anyone in the creative field to scale down content, but effectiveness increases by doing so. The Rock Hall uses data in sophisticated ways, especially around visitor dwell time—how long people stay in one area. For example, staff tracked that fans spent much longer at exhibits featuring interactive listening stations and personal artifacts of iconic artists—like Jimi Hendrix’s handwritten lyrics or Elvis Presley’s costumes—compared to more generic timeline displays.

The data also revealed something unexpected: when visitors had too many interactive stations in a row, their dwell time actually dropped. People got fatigued. So curators balanced the pace by alternating between high-energy interactives and quieter, reflective spaces. It was hard to grasp this pacing in a single visit, but this type of knowledge will be of help for future visits.

Lesson Two: Make sure all messaging is clear and simple to understand. It not just about “what works” but also “how much is too much.”

Case Study 3: Canton Football Hall of Fame

We visited Canton, Ohio’s Pro Football Hall of Fame after the Rock and Roll Hall of Fame and even as a non-athlete, I was tremendously impressed. When first opening in 1963, it was a modest two-room building. Today, it’s a large, multi-level complex with rotating exhibits, immersive theaters, and interactive displays. As the Hall grew, curators faced the challenge of guiding thousands of visitors daily through spaces without congestion, while still emphasizing marquee exhibits like the Hall of Fame bust gallery.

I found myself stopping at exhibits and watching more footage than I had at the recent visit to the Rock and Roll Hall of Fame. Learning more about the multiple expansions revealed the incorporation of new data around foot traffic, time at displays and visitor surveys:

Early expansions responded to bottlenecks in the entry lobby and bust gallery so interactive stations were distributed more evenly.
Wayfinding signs and digital kiosks were added when surveys revealed visitors often skipped certain exhibits unintentionally.
Gift shop and café locations were strategically placed near exits after data confirmed they attracted the highest dwell time after main exhibits. I actually even bought a T-shirt, which I seldom do.

Lesson Three: Track where our customers spend too much or too little time. (checkout page, sign-up process, onboarding) Also, messaging should be simple and clear as time spent on a webpage is often only seconds.

From Museums to Business: Universal Lessons

You might be thinking, “That’s great for halls of fame, but what about me?” The truth is, whether you run a nonprofit, a business, or even an online course, these same principles apply.

In marketing, track not just clicks but how long people stay on a page or video. You may have beautiful webpages but is your messaging clear and easy to understand?
For many entrepreneurial businesses, your website is your storefront. Notice where customers linger in your store. Are your best displays in high-traffic spots?
Concerning content creation, use podcast or YouTube analytics to see where listeners drop off. There are also many AI resources that use analytics and will give suggestions for increasing engagement.

One of the biggest mistakes organizations make is treating data as a one-time checkmark. In reality, data is most powerful when used in cycles:
1. Collect data.
2. Interpret data.
3. Make a decision.
4. Test again.

Of course, using data isn’t without challenges. Here are common pitfalls and how to avoid them:

Paralysis by analysis.
Ignoring the human element.
Overreacting to outliers.

Finally, it’s worth remembering that data itself doesn’t inspire people—stories do. Numbers give us clarity, but decisions must be framed in a way that resonates.

Conclusion: From Numbers to Impact

Turning data into decisions is ultimately about turning insight into impact. Whether it’s arranging sports memorabilia in Oklahoma and Canton or rock costumes in Cleveland, the goal is the same: to design experiences that move people.

For your own work, start by asking:
- Where are people spending the most time with what I create?
- What patterns does that reveal?
- What small changes can I make today to enhance engagement?

Like the halls of fame, you don’t need to guess. The data is already there—waiting to guide your next decision.

Additional Resources

Women at Halftime: Principles for Producing Your Successful Second Half by Deborah Johnson

Power of After: What’s Next Can Be Your Most Purposeful Chapter by Deborah Johnson

FREE Downloads: Goal Setting Worksheets

FREE Resources and links: https://GoalsForYourLife.com/DJWorks

YouTube Podcast Playlist: Women at Halftime/Power of After

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- about Greg & Deb

GREG joins DEBORAH as a co-host on Power of After Show (formerly Women at Halftime Podcast)

GREG JOHNSON is a former professional athlete, a triple A relief-pitcher with the Cleveland Indians (now Guardians) He also has years of experience in sales and as an R.I.A. (Registered Investment Advisor), owning his own business. He & Deb met on a blind date and have been married over 40 years.

The key is not just having data but turning data into decisions. Numbers alone don’t change anything.

Action does.

deborah johnson

Thought Leader, Keynote Speaker, Author

If you are interested in growing and learning, check out our online courses here: Online Learning

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Deborah Johnson

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About the author

Deborah Johnson, M.A. has not only written multiple books and albums, but hundreds of songs, three full-length musicals and is the producer of the popular podcast, Women at Halftime. She was past president of the National Speakers Association, Los Angeles and has written & produced multiple online courses. She enjoys being outside and traveling with her husband and also loves spending time with her children and grandchildren.

Up for multiple GRAMMY Awards and spending over 20 years in the entertainment industry, she's built multiple self-driven businesses and is an expert on how to constantly reinvent yourself in a gig-economy. Deborah speaks and performs for both live and virtual events.