Making sense of numbers: A journey of spreading the Analytics culture at Tate

MAKINGNONSENSEOF NUMBERSA journey ofspreadingthe analytics cultureacross Tate Elena Villaespesa Tijana Tasich

AUDIENCE-FOCUSED

WHO ARE YOUR ONLINEVISITORS?

PREVIOUSLY…

Alice:It would be so nice ifsomethingmade sense for achange.

MAKE A BATTLE PLAN Chapter 2Chapter 1 Strategy Chapter 4 Audit Requirements Chapter 6 Tools Chapter 3 Governance& Chapter 5 structure Chapter 7 KPIs Communication

CHAPTER 1:AUDITThe White Rabbit put onhis spectacles.Where shall I begin,please your Majesty? heasked.Begin at the beginning,the King said gravely,and go on till you come tothe end: then stop.

ANALYTICS MATURITY MODEL Source: Hamel, S. (2009)

CHAPTER 2:ANALYTICS STRATEGY What purpose would you like the analytics to serve in your organisation? Have you got clear objectives? "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.

CHAPTER 3 -GOVERNANCE & STRUCTURE CENTRALISED - DECENTRALISATION

CHAPTER 4:GETTING STAKEHOLDERS INVOLVED

Example metrics requirement form hkOnline Strategic goal Objectives Metrics TargetactivityBlog Generate debate Increase blog Unique visitors 35K/week and conversation readers Create loyal blog Percentage of 40% returning readers returning visitors visitors Number of Provoke dialogue comments per post Average 30 with blog readers comments per post Audience as Users sharing blog Tweets 50 shares per post advocate for Tate posts with social Facebook likes media buttons Google+Email Data capture Increase Number of 2K /monthbulletins subscribers subscriptions Drive traffic to the Increase CTR (click through 60% website effectiveness email rate) content Revenue Increase sales Conversion rate 5% generation from ebulletins

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 KPIsReach and brand Number of visits, new visits, searches including the keyword TateAudience Audiences in line with the audience strategy (families, young, local, international...)Conversion Total revenue from ecommerce activities, revenue per visit, conversion rateSocial Pages per visit, time on site, percentage ofengagement repeating visitors, community size, number and quality of user-generated content, number of clicks on social media sharing buttonsAccessibility Percentage accessible contentUsability Percentage positive comments, percentage satisfied users (online survey), ease of navigation (user testing)Technical Load time, number of broken links, browser compatibility

EXAMPLEStrategic Visitor Performanceobjective activities indicators Visitor creates Sign up an account on completion the website rateGeneratedebate andconversation Visitor comments on Number of a blog post, comments video or article

CHAPTER 6:GET READY FOR THE ADVENTURE

CHAPTER 7:COMMUNICATION

REPORTING Source: Eckerson, W. W. (2010)

ALICE IN WONDERLAND EXHIBITION

FEEDBACK "Your reports are allowing me create more effective marketing campaigns! ... Were using your data to help increase income ... Were 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. Im coming to the analytics master class in April – looking forward to it." Jennifer Collingwood, Marketing Manager at Tate Liverpool

THE FUTURE LOOKS PINK

THEY LIVED HAPPILY EVER AFTER

‘How can I have done that?’ shethought. ‘I must be growing smallagain’. She got up and went to thetable to measure herself by it, andfound that, as nearly as she couldguess she was now about two feethigh, and was going on shrinkingrapidly; she found out that the causeof this was the fan she was holding,and she dropped it hastily, just intime to save herself from shrinkingaway altogether. Alice in Wonderland images by John Tenniel

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Making sense of numbers: A journey of spreading the Analytics culture at Tate

by Elena Villaespesa

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