MuseumNext 2012 session discussing how statistics can be used to manage expectation of resources with practical hints and tips from real implementations. This session was about influencing organisational attitude and did not require an extensive knowledge of either web technology, nor of Google Analytics.
Practical experiences of evidence based change management using Google Analytics
1. Andrew Lewis
Digital Content Delivery Manager
Victoria and Albert Museum, London
linkd.in/andrewlewis
Practical experiences of
evidence-based change management
using Google Analytics
MuseumNext, Barcelona 2012
9. 1 2
Planned Disruptive
change change
Incremental Experiment /risk
improvement of to understand
current process meaning of change
Long term - Short term -
predictable unpredictable
benefits benefits
14. Marketing Channels being used
that we wish to track
• Facebook
• Twitter
• Email newsletter (general marketing)
• Email newsletter (paid Members only)
• Site promotional module
15.
16. Marketing Channels being tracked
• Facebook
• Twitter
• Email newsletter (general marketing)
• Email newsletter (paid Members only)
• Site promotional module
28. average pages Average % new Bounce
Source Visits % of total
per visit duration customers rate
Stained-glass campaign traffic 590 82.9% 6.47 00:05:57 2.47% 37.0%
Direct Traffic 34 4.8% 2.29 00:00:44 58.8% 44.1%
Search Traffic 43 6.0% 1.17 00:00:14 16.67% 83.3%
Referral Traffic 21 2.9% 1.00 00:00:00 66.67% 100.0%
Total 688
29. average pages Average % new Bounce
Campaign medium Visits % of total
per visit duration customers rate
Site promotional module 497 84.2% 6.47 00:05:57 2.5% 37.0%
Email newsletter (general marketing) 22 3.7% 1.67 00:03:08 0.0% 33.3%
Email newsletter (paid Members only) 21 3.6% 2.00 00:00:07 33.3% 33.3%
Facebook link 36 6.1% 2.20 00:07:43 20.0% 80.0%
Twitter link 14 2.4% 0.00 00:00:00 100.0% 100.0%
Total stained-glass campaign traffic 590
30.
31.
32. What we know about Facebook in this
campaign
Fans 120,000
Facebook post Likes 247
Facebook shares 46
Visits to donation form from Facebook link 36
% Bounce visits 80%
Number of “non-bounce” visits 7
Average length of visits 7 mins 43 sec
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40. This is what we do
This is how we do it
This is why
Culture
41. Andrew Lewis
linkd.in/andrewlewis
@rosemarybeetle
instructables.com/rosemarybeetle
Merci per la seva atenció Thanks for listening
MuseumNext, Barcelona 2012
Notas do Editor
Information scientist with 11 years managing projects and live digital services in museums and public libraries. BSc Cybernetics & Control Engineering, MSc Information and Library Studies, chartered librarian, makes stuff… Joined the Victoria and Albert Museum in 2008. Currently Digital Content Delivery Manager, previously Senior Web Content Manager. Projects – large-scale website redesign, content programme management, self-issue services, automated telephone renewal systems, public access computer services, online information, game development, SMART cards, multi-authority procurement and digitisation projects, etc. Third post change in 4 years. 4 office moves in last 8 months. Luckily I love learning.
Case study Describes what we went through. What we expected and predicted what we didn’t see coming what we decided upon and why what we learnt along the way This session offers practical hints and tips Based upon what really happened in small measurable projects that all uses Google Analytics to effect change. All examples have actually been tried and implemented on a live service at the V&A, by the Digital Media team. The projects described were all intended to improve the V&A’s digital offer in one way or another. They shared a common principle of having a predefined and measurable objective that is defined by data from analytics and that the collection method of that data is defined in advance to test predicted outcomes and to learn.
What’s in it for me? You’’ll be pleased to know that For most of this presentation I am going to tell you about things we have tried out for real I will be discussing a number of small scale attempts to use Google Analytics to get evidence to inform change. These do not involve you needing to have developer access to change the Analytics code I hope that you will all be able to take away some tactics from our experiences about ways you can approach evidence gathering Practical hints and tips from using Analytics in practice. I will describe one of these in detail, and show other applications of the same technique All examples have actually been tried within a live public service at the V&A, by the Digital Media team. What we expected and predicted what we didn’t see coming What worked What didn’t work and what we wished we had known first. BUT BEFORE WE GET TO THAT, WE FIRST NEED TO CONSIDER SOME BIG QUESTIONS