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Data is seen as the ‘new oil’ that drives the digital economy, and museums are no exception to this. We investigate how data captured from hybrid museum experiences can become a resource for designers, for museums, and for visitors in their understanding of a museum and a museum visit. We ground our discussion in three complementary case studies: Analysing visitors’ movements in a touring virtual reality exhibition called Thresholds; analysing their gifting behaviours in the Gift app; and capturing data about how designers used our Visitor Box cards.