In the context of the Reina Sofía Museum, the applicability of Big Data has translated into the possibility of exploiting the thousands of data points generated by visitors to the exhibition "Pity and Terror in Picasso. The Road to Guernica", held on the occasion of the 80th anniversary of Picasso's creation and the arrival in its galleries 25 years ago. For the first Big Data study carried out in a Spanish museum, internal data from the five months that the exhibition ran (from 5 April to 4 September 2017) and the use of external sources such as social listening, meteorological data, economic impact and mobility data were used to detect new behavioural patterns of visitors to the Museum.