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MAKING
NONSENSE
OF NUMBERS
A journey of
spreading
the analytics culture
across Tate




                        Elena Villaespesa
                            Tijana Tasich
AUDIENCE-FOCUSED
WHO ARE YOUR ONLINE
VISITORS?
PREVIOUSLY…
PREVIOUSLY…
Alice:
It would be so nice if
something
made sense for a
change.
MAKE A BATTLE PLAN

            Chapter 2
Chapter 1   Strategy
                                Chapter 4
  Audit                       Requirements      Chapter 6
                                                  Tools


                 Chapter 3
                Governance&
                                    Chapter 5
                  structure                             Chapter 7
                                      KPIs
                                                      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
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 hk
Online      Strategic goal         Objectives            Metrics              Target
activity

Blog        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 /month
bulletins                          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          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            Pages per visit, time on site, percentage of
engagement        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
Strategic      Visitor           Performance
objective      activities        indicators


               Visitor creates    Sign up
               an account on      completion
               the website        rate
Generate
debate and
conversation
               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! ... 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
2012
THE FUTURE LOOKS PINK
THEY LIVED HAPPILY EVER AFTER
‘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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Making sense of numbers: A journey of spreading the Analytics culture at Tate

  • 1. MAKING NONSENSE OF NUMBERS A journey of spreading the analytics culture across Tate Elena Villaespesa Tijana Tasich
  • 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 2 Chapter 1 Strategy Chapter 4 Audit Requirements Chapter 6 Tools Chapter 3 Governance& Chapter 5 structure Chapter 7 KPIs 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.'
  • 9. ANALYTICS MATURITY MODEL Source: Hamel, S. (2009)
  • 10. 2010
  • 11.
  • 12. 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.
  • 13. CHAPTER 3 - GOVERNANCE & STRUCTURE CENTRALISED - DECENTRALISATION
  • 15. Example metrics requirement form hk Online Strategic goal Objectives Metrics Target activity Blog 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 /month bulletins 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
  • 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 Pages per visit, time on site, percentage of engagement 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 Strategic Visitor Performance objective activities indicators Visitor creates Sign up an account on completion the website rate Generate debate and conversation Visitor comments on Number of a blog post, comments video or article
  • 19. CHAPTER 6: GET READY FOR THE ADVENTURE
  • 21. REPORTING Source: Eckerson, W. W. (2010)
  • 22. ALICE IN WONDERLAND EXHIBITION
  • 23.
  • 24. FEEDBACK "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
  • 25. 2012
  • 26.
  • 28. THEY LIVED HAPPILY EVER AFTER
  • 29. ‘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