Presentation from the 2012 Museums and the Web session on reading web metrics. Link to the paper: http://www.museumsandtheweb.com/mw2012/papers/making_sense_of_numbers_a_journey_of_spreading

1. MAKING
NONSENSE
OF NUMBERS
A journey of
spreading
the analytics culture
across Tate
Elena Villaespesa
Tijana Tasich

2. AUDIENCE-FOCUSED

3. WHO ARE YOUR ONLINE
VISITORS?

4. PREVIOUSLY…

5. PREVIOUSLY…

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

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

14. CHAPTER 4:
GETTING STAKEHOLDERS INVOLVED

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

20. CHAPTER 7:
COMMUNICATION

21. REPORTING
Source: Eckerson, W. W. (2010)

22. ALICE IN WONDERLAND EXHIBITION

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

27. THE FUTURE LOOKS PINK

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