Elena Villaespesa
Digital Analyst
The Metropolitan Museum of Art

I work as Digital Analyst at the Metropolitan Museum of Art. In this role I am in charge of establishing and overseeing an analytics program to monitor and assess departmental channels, platforms, and programs. These include metmuseum.org, email marketing, social media channels, mobile apps, audio guide, interactives, and educational multimedia, both online and in-gallery. Previously I worked during five years as Digital Analyst at Tate. My interest in evaluation in museums led me to start a PhD in Digital Heritage at the School of Museum Studies, University of Leicester. My research, based on business models and taking into account the complexity of the Social Web and the particularities of the museum sector, aims to define a balanced evaluation model to measure the impact and value of museums’ social media activities.