Elena Villaespesa and Tijana Tasich presented these slides at the Museums and the Web 2012 conference in San Diego. Both the presentation and the conference paper were the products of collaboration between Elena Villaespesa, then digital analyst and producer at Tate, and Tijana Tasich, then the website producer at Tate.
7. MAKE A BATTLE PLAN
Chapter 1
Audit
Chapter 3
Governance&
structure
Chapter 2
Strategy
Chapter 4
Requirements
Chapter 5
KPIs
Chapter 6
Tools
Chapter 7
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.'
12. 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?
15. Example metrics requirement form hk
Online
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 visitors
Number 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 likes
Google+
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%
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
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
18. 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
24. "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
29. 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
