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Museums and the Web

An annual conference exploring the social, cultural, design, technological, economic, and organizational issues of culture, science and heritage on-line.

Going further with web metrics with Seb Chan


Web analytics are an essential skill for every museum web developer and content producer. With the new complexities of a 'web presence' rather than just a 'web site', museum professionals need more than ever the ability to measure and track visitors so as to both improve their products and content, as well as demonstrate value to managers, directors and funders.

This workshop looks in detail at best practices for web analytics using Google Analytics and participants will learn how to bake in analytics when designing and building digital projects, and how to ensure that useful reports are able to be generated and insights learned.

We will specifically look at - 

  •  tweaking tracking codes and health-checking
  • analytics gotchas
  • understanding the new look Google Analytics (2011)
  • understanding and designing segmentation and goal tracking
  • making useful dashboards and reports
  • social tracking and 'engagement' metrics

We will also look at, time permitting, integration with Excel for advanced reporting, as well as integration with heat mapping, and ISP-level analytics.

Seb Chan has been delivering Google Analytics and web analytics consulting and workshops for cultural institutions all over the world since 2008. Participants are advised to read his previous MW papers on analytics (2008 - and 2010 - , as well as the Lets Get Real report he co-authored for Culture 24 in 2011 (

Participants will need access, preferably admin level, to their organisation's Google Analytics account.


Workshop - full or half day


sebchan's picture
Seb Chan is currently the Director of Digital & Emerging Media, Smithsonian, Cooper-Hewitt, National Design Museum. Until November 2011, he led the Digital, Social and Emerging Technologies department at the Powerhouse Museum in Sydney, where he oversaw the implemen- tation of Open Access and...