Module 8 | Audiences and Analytics for Museums
Description: In this session, we will learn about the different user research and evaluation methods and tools that will help you to better understand your audiences and evaluate your museum’s digital programs. This workshop will share examples of the application of different methods and a case study about how to develop a user segmentation. We will cover the user research process from the study design to the communication of insights, and discuss how to best integrate evaluation in the digital production process. Attendees will come away with the confidence to evaluate their digital programs and create their analytics toolbox.
Pratt Institute, New York
Sessions and Workshops in Module 8: Audiences and Analytics for Museums
Beginner Level: Hear from two museum professionals who have embraced analytics and taught themselves and others to get excited about the valuable insights that data can provide!
Presenters: Arturo Garcia, Manager of Marketing and Communications, Museum of Photographic Arts, California; and Emily Robertson, Independent Consultant, Studio Robertson, Boston
TEch Workshop 1
Beginner Level: This workshop will share examples of the application of different methods and a case study about how to develop a user segmentation.
Presenter: Elena Villaespesa, Assistant Professor, School of Information, Pratt Institute, New York
Tech Workshop 2
Intermediate Level: In this session, we will learn the fundamentals of building or reanalyzing digital strategies while considering the tools needed to execute and interpret the results for each social channel.
Presenter: Acacia Berry, Founder, Archaeological Analytics
TEch Workshop 3
Advanced Level: Beginning with web analytics, we will discuss the importance of a research question in guiding your analysis of user behavior data.
Presenter: Dana Allen-Greil, Vice President of Marketing, Monterey Bay Aquarium, Monterey, California