2017 Workshop - Digital Analytics: How to Measure the Impact of a Museum’s Digital Strategy

Coordination: Antoni Laporte, Joaquina Bobes, Xavier Ulled Bertran 

As part of the 2nd Annual Conference, dedicated this year to understanding museums’ virtual audiences, the Audience Observatory for the Cultural Heritage of Catalonia is organizing the workshop “Digital Analytics – How to Measure the Impact of a Museum’s Digital Strategy.”

The workshop is aimed at community managers and active museum professionals responsible for digital media, with solid experience in managing and evaluating their institution’s website and social media channels.

The workshop will be led by Elena Villaespesa, digital media analyst at the Metropolitan Museum of Art, where she is responsible for designing, implementing, and overseeing an analytics program to monitor and evaluate the channels, platforms, and programs across the museum’s departments.

The workshop has two main objectives:

• To provide tools for collecting, managing, and analyzing data from visitors who engage with museums through digital media.

• To foster connections among museum digital media professionals and promote the exchange of experiences and knowledge.

The workshop will cover the following topics:

• Creating an evaluation plan

• Tools for evaluating a digital product

• Building user profiles based on motivations and interests

• Website analysis and optimization

• Understanding the user journey

• How to share data: creating dashboards

• Analyzing the impact of social media

Participants will be expected to read a selection of articles (mostly in English), which will be provided by the organizers in advance.

A group (via Facebook, Basecamp, or Slack) will be created to share questions and resources before, during, and after the workshop.

During the sessions, real museum data will be used as the basis for practical work.