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The Art Institute of Chicago, one of the world’s pre-eminent museums, has undergone a transformation in applying data for decision-making. Central to this is the communication of complex, quantitative concepts in simple, qualitative ways using Tableau-based visualization. Over the past few years, we have extended our initial efforts on understanding attendance and membership to other aspects of the museum, including collections and visitor experience. Through these examples, you will learn methods to communicate analytic concepts to novice audiences, manage through cultural change, and scale efforts within a resource-constrained organization.