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