museumsandtheweb.com - Web analytics

Making sense of numbers: a journey of spreading the online metrics culture across Tate

ElenaVillaespesa — Fri, 30 Sep 2011 15:36:01 +0000

MW2012

Published Paper:

Making Sense of Numbers: A Journey of Spreading the Analytics Culture at Tate

Keywords:

metrics

Keywords:

Web analytics

Keywords:

evaluation methods

Keywords:

audience research

Keywords:

Performance

Keywords:

success measures

Abstract:

Measuring online performance has been one of the hot topics for museum online professionals in the UK. Tate was one of the participants in the Culture 24’s action research project which focused on measuring online success. All participants agreed that reporting purely on number of visits and time spent on site fulfilled the governmental requirements, but has not necessarily helped to evaluate online presence against institutional objectives.

We realised we had to start using the large amount of available metrics in a more intelligent way. In this paper we would like to present the steps we have taken to increase the benefits that online metrics can bring to other institutions and and have brought to Tate and the challenges we met on the way of spreading the analytics culture across the organisation.

Using online analytics maturity models we will assess Tate’s management of online analytics looking at each of the following aspects:

Management
Objectives
Scope
Resources
Methodology and process
Technology

There were many different reasons that motivated us to embark on this journey: most importantly, our wish to understand who our online visitors are and how they engage with Tate’s content to offer the best possible user experience. The explosion in digital social engagement also changed the way we perceive, develop and evaluate content for our digital and physical spaces and the metrics have had to follow in the same fashion.

The paper will uncover our analysis process and present outcomes of our metrics audit, the process of creating online analytics reports for the website launch against a new set of key performance indicators, and show how we started making sense of online metrics in a more mature way.

We are also hoping to present findings from a comparative evaluation study of two campaigns to illustrate real analytics in action. The paper would have a great value as a practical case study for any organisation wanting to implement the online analytics culture across their organisations and tell stories using numbers.

Type:

Paper - in formal session

Case studies in reading web metrics

Site:

http://www.tate.org.uk

Authors:

Elena Villaespesa

Tijana Tasich

Web Analytics: Part Two – Going deeper with Google Analytics (including personal health check!)

dbear — Fri, 26 Nov 2010 18:11:51 +0000

MW2011

Keywords:

google analytics

Keywords:

Web analytics

Keywords:

metrics

Abstract:

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 is delivered in two parts : this second part, the afternoon session, is only available to those who have attended the morning session. The first part is here.

In the afternoon attendees will go deeper into Google Analytics with their own websites. Attendees will be shown how to 'health check' their sites and then time will be spent defining and configuring goals, customised reporting and learning how to gather valuable insights from their existing data. The emphasis throughout the day will be teaching what is achievable with low cost and free options and all participants will be encouraged to have Google Analytics installed and operational on their web projects before the workshop. Both the morning and the afternoon are focused on participants' own web projects and where possible these will be used as examples.

Type:

Workshop - full or half day

Web Analytics: Part Two – Going deeper with Google Analytics

Site:

http://www.powerhousemuseum.com/dmsblog

Authors:

Sebastian Chan

Web Analytics: Part One – The why and how of measuring and tracking online visitors

sebchan — Wed, 29 Sep 2010 11:52:00 +0000

MW2011

Keywords:

metrics

Keywords:

Web analytics

Keywords:

google analytics

Abstract:

This workshop is delivered in two parts: you can sign up for just the morning session or do it as a full day workshop. The afternoon session is only available to those who have attended the morning session.

The morning session introduces four broad types of online measurement tools and how they can be used in various combinations by museums. The morning will explore site specific tools as well as introduce social media measurement options.

In the afternoon attendees will have the opportunity to have a 'health check' performed on their sites and and be shown how to define and then configure particular tracking goals and reporting options. See the full description of the afternoon session.

The emphasis throughout the day will be teaching what is achievable with low cost and free options and all participants will be encouraged to have Google Analytics installed and operational on their web projects before the workshop. Both the morning and the afternoon are focused on participants' own web projects and where possible these will be used as examples.

Type:

Workshop - full or half day

Web Analytics: Part One – The why and how of measuring and tracking online visitors

Site:

http://www.powerhousemuseum.com/dmsblog

Authors:

Sebastian Chan