Making sense of numbers: A journey of spreading the Analytics culture at Tate
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Transcript of Making sense of numbers: A journey of spreading the Analytics culture at Tate
MAKING NONSENSE OF NUMBERS
Elena VillaespesaTijana Tasich
A journey of spreadingthe analytics culture across Tate
AUDIENCE-FOCUSED
WHO ARE YOUR ONLINE VISITORS?
PREVIOUSLY…
PREVIOUSLY…
Alice: It would be so nice if somethingmade sense for a change.
MAKE A BATTLE PLAN
Chapter 1 Audit
Chapter 3 Governance&
structure
Chapter 2 Strategy
Chapter 4 Requirements
Chapter 5KPIs
Chapter 6Tools
Chapter 7Communication
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
"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 hkOnline 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 visitorsNumber 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 likesGoogle+
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
"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
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