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Journey of analytics_tate_gallery

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Tiana Tasich

Elena Villaespesa and Tijana Tasich presented these slides at the Museums and the Web 2012 conference in San Diego. Both the presentation and the conference paper were the products of collaboration between Elena Villaespesa, then digital analyst and producer at Tate, and Tijana Tasich, then the website producer at Tate.

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MAKING NONSENSE OF NUMBERS Elena Villaespesa Tijana Tasich A journey of spreading the analytics culture across Tate
AUDIENCE-FOCUSED
WHO ARE YOUR ONLINE VISITORS?
永檎掘閣鴛或雨皆晦額
永檎掘閣鴛或雨皆晦額
Alice: It would be so nice if something made sense for a change.
MAKE A BATTLE PLAN Chapter 1 Audit Chapter 3 Governance& structure Chapter 2 Strategy Chapter 4 Requirements Chapter 5 KPIs Chapter 6 Tools Chapter 7 Communication
CHAPTER 1: AUDIT The White Rabbit put on his spectacles. 'Where shall I begin, please your Majesty?' he asked. 'Begin at the beginning,' the King said gravely, 'and go on till you come to the end: then stop.'
ANALYTICS MATURITY MODEL Source: Hamel, S. (2009)
2010
Journey of analytics_tate_gallery
CHAPTER 2: ANALYTICS STRATEGY "Would you tell me, please, which way I ought to go from here?" "That depends a good deal on where you want to get to," said the Cat. What purpose would you like the analytics to serve in your organisation? Have you got clear objectives?
CHAPTER 3 - GOVERNANCE & STRUCTURE CENTRALISED - DECENTRALISATION
CHAPTER 4: GETTING STAKEHOLDERS INVOLVED
Example metrics requirement form hk Online activity Strategic goal Objectives Metrics Target Blog Generate debate and conversation Increase blog readers Create loyal blog readers Provoke dialogue with blog readers Unique visitors Percentage of returning visitors Number of comments per post 35K/week 40% returning visitors Average 30 comments per post Audience as advocate for Tate Users sharing blog posts with social media buttons Tweets Facebook likes Google+ 50 shares per post Email bulletins Data capture Increase subscribers Number of subscriptions 2K /month Drive traffic to the website Increase effectiveness email content CTR (click through rate) 60% Revenue generation Increase sales from ebulletins Conversion rate 5%
CHAPTER 5: KPIs Why should this performance indicator be measured? What is the target? How often should this performance indicator be reported on? What actions will be taken to influence the results of this performance indicator? Which are the tools needed to report it? Who in the museum is responsible for this performance indicator?
Category KPIs Reach and brand Number of visits, new visits, searches including the keyword Tate Audience Audiences in line with the audience strategy (families, young, local, international...) Conversion Total revenue from ecommerce activities, revenue per visit, conversion rate Social engagement Pages per visit, time on site, percentage of repeating visitors, community size, number and quality of user-generated content, number of clicks on social media sharing buttons Accessibility Percentage accessible content Usability Percentage positive comments, percentage satisfied users (online survey), ease of navigation (user testing) Technical Load time, number of broken links, browser compatibility
EXAMPLE Generate debate and conversation Visitor creates an account on the website Visitor comments on a blog post, video or article Sign up completion rate Number of comments Strategic objective Visitor activities Performance indicators
CHAPTER 6: GET READY FOR THE ADVENTURE
CHAPTER 7: COMMUNICATION
REPORTING Source: Eckerson, W. W. (2010)
ALICE IN WONDERLAND EXHIBITION
Journey of analytics_tate_gallery
"Your reports are allowing me create more effective marketing campaigns! ... We're using your data to help increase income ... We're using your data to ascertain whether or not it is realistic to convert these online visitors into actual visitors to the gallery ... it will help me better plan content on social media going forward. I'm coming to the analytics master class in April looking forward to it." Jennifer Collingwood, Marketing Manager at Tate Liverpool FEEDBACK
2012
Journey of analytics_tate_gallery
THE FUTURE LOOKS PINK
THEY LIVED HAPPILY EVER AFTER
THE END @elenustika @teengily How can I have done that? she thought. I must be growing small again. She got up and went to the table to measure herself by it, and found that, as nearly as she could guess she was now about two feet high, and was going on shrinking rapidly; she found out that the cause of this was the fan she was holding, and she dropped it hastily, just in time to save herself from shrinking away altogether. Alice in Wonderland images by John Tenniel

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Journey of analytics_tate_gallery

  • 1. MAKING NONSENSE OF NUMBERS Elena Villaespesa Tijana Tasich A journey of spreading the analytics culture across Tate
  • 3. WHO ARE YOUR ONLINE VISITORS?
  • 6. Alice: It would be so nice if something made sense for a change.
  • 7. MAKE A BATTLE PLAN Chapter 1 Audit Chapter 3 Governance& structure Chapter 2 Strategy Chapter 4 Requirements Chapter 5 KPIs Chapter 6 Tools Chapter 7 Communication
  • 8. CHAPTER 1: AUDIT The White Rabbit put on his spectacles. 'Where shall I begin, please your Majesty?' he asked. 'Begin at the beginning,' the King said gravely, 'and go on till you come to the end: then stop.'
  • 10. 2010
  • 12. CHAPTER 2: ANALYTICS STRATEGY "Would you tell me, please, which way I ought to go from here?" "That depends a good deal on where you want to get to," said the Cat. What purpose would you like the analytics to serve in your organisation? Have you got clear objectives?
  • 13. CHAPTER 3 - GOVERNANCE & STRUCTURE CENTRALISED - DECENTRALISATION
  • 15. Example metrics requirement form hk Online activity Strategic goal Objectives Metrics Target Blog Generate debate and conversation Increase blog readers Create loyal blog readers Provoke dialogue with blog readers Unique visitors Percentage of returning visitors Number of comments per post 35K/week 40% returning visitors Average 30 comments per post Audience as advocate for Tate Users sharing blog posts with social media buttons Tweets Facebook likes Google+ 50 shares per post Email bulletins Data capture Increase subscribers Number of subscriptions 2K /month Drive traffic to the website Increase effectiveness email content CTR (click through rate) 60% Revenue generation Increase sales from ebulletins Conversion rate 5%
  • 16. CHAPTER 5: KPIs Why should this performance indicator be measured? What is the target? How often should this performance indicator be reported on? What actions will be taken to influence the results of this performance indicator? Which are the tools needed to report it? Who in the museum is responsible for this performance indicator?
  • 17. Category KPIs Reach and brand Number of visits, new visits, searches including the keyword Tate Audience Audiences in line with the audience strategy (families, young, local, international...) Conversion Total revenue from ecommerce activities, revenue per visit, conversion rate Social engagement Pages per visit, time on site, percentage of repeating visitors, community size, number and quality of user-generated content, number of clicks on social media sharing buttons Accessibility Percentage accessible content Usability Percentage positive comments, percentage satisfied users (online survey), ease of navigation (user testing) Technical Load time, number of broken links, browser compatibility
  • 18. EXAMPLE Generate debate and conversation Visitor creates an account on the website Visitor comments on a blog post, video or article Sign up completion rate Number of comments Strategic objective Visitor activities Performance indicators
  • 19. CHAPTER 6: GET READY FOR THE ADVENTURE
  • 22. ALICE IN WONDERLAND EXHIBITION
  • 24. "Your reports are allowing me create more effective marketing campaigns! ... We're using your data to help increase income ... We're using your data to ascertain whether or not it is realistic to convert these online visitors into actual visitors to the gallery ... it will help me better plan content on social media going forward. I'm coming to the analytics master class in April looking forward to it." Jennifer Collingwood, Marketing Manager at Tate Liverpool FEEDBACK
  • 25. 2012
  • 28. THEY LIVED HAPPILY EVER AFTER
  • 29. THE END @elenustika @teengily How can I have done that? she thought. I must be growing small again. She got up and went to the table to measure herself by it, and found that, as nearly as she could guess she was now about two feet high, and was going on shrinking rapidly; she found out that the cause of this was the fan she was holding, and she dropped it hastily, just in time to save herself from shrinking away altogether. Alice in Wonderland images by John Tenniel