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Finding the motivation
behind a click: definition
and implementation of a
website audience
segmentation
John Stack, former...
Research objectives and methodology
Motivations
Relation with the arts
Vocational connection Knowledge of art
Users and uses
Role of the website in the visitor journey
Segmentation
Digital department workshop and website
development roadmap
Internal communication
Monitoring trends over time
Motivations to visit the Met’s website
Thank you!
Questions?
Leaflet
tate.org.uk/digitalinsights
Paper
http://mw2015.museumsandtheweb.com/paper/finding-the-motiv...
Finding the motivation behind a click: Tate's website segmentation
Finding the motivation behind a click: Tate's website segmentation
Finding the motivation behind a click: Tate's website segmentation
Finding the motivation behind a click: Tate's website segmentation
Finding the motivation behind a click: Tate's website segmentation
Finding the motivation behind a click: Tate's website segmentation
Finding the motivation behind a click: Tate's website segmentation
Finding the motivation behind a click: Tate's website segmentation
Finding the motivation behind a click: Tate's website segmentation
Finding the motivation behind a click: Tate's website segmentation
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Finding the motivation behind a click: Tate's website segmentation

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Museums and the Web Conference 2015 http://mw2015.museumsandtheweb.com/paper/finding-the-motivation-behind-a-click-definition-and-implementation-of-a-website-audience-segmentation/

Published in: Data & Analytics
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Finding the motivation behind a click: Tate's website segmentation

  1. 1. Finding the motivation behind a click: definition and implementation of a website audience segmentation John Stack, former Head of Digital, Tate. Now Digital Director at the Science Museum Group (@stacker) Elena Villaespesa, former Digital Analyst, Tate. Now Digital Media Analyst, The Metropolitan Museum of Art (@elenustika) / elena.villaespesa@metmuseum.org
  2. 2. Research objectives and methodology
  3. 3. Motivations
  4. 4. Relation with the arts Vocational connection Knowledge of art
  5. 5. Users and uses
  6. 6. Role of the website in the visitor journey
  7. 7. Segmentation
  8. 8. Digital department workshop and website development roadmap
  9. 9. Internal communication
  10. 10. Monitoring trends over time
  11. 11. Motivations to visit the Met’s website
  12. 12. Thank you! Questions? Leaflet tate.org.uk/digitalinsights Paper http://mw2015.museumsandtheweb.com/paper/finding-the-motivation-behind-a-click- definition-and-implementation-of-a-website-audience-segmentation/

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