Module 8 | Audiences and Analytics for Museums

Creating An Analytics Toolbox to Evaluate Museum Digital Experiences

Thursday, November 11, 2021 | 11:00am PT, 2:00pm ET
Intermediate Level
Presenter: Elena Villaespesa, Assistant Professor, School of Information, Pratt Institute, New York

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.

 

Elena Villaespesa
Assistant Professor
School of Information
Pratt Institute, New York

 

Elena Villaespesa works as an Assistant Professor at the Pratt Institute School of Information. Her research and teaching areas of interest include digital strategy, data analytics, and user experience research, and applied evaluation within the museum sector. Elena is co-founder of the Museums + AI Network, which is funded through an AHRC Network Grant. She completed a Ph.D. in Digital Heritage at the School of Museum Studies, University of Leicester (United Kingdom) and an MA in Arts Management, Universidad Carlos III, Madrid (Spain). She has previously worked as a Digital Analyst at the Metropolitan Museum of Art and Tate. In these roles she was in charge of establishing and overseeing an analytics program to monitor and assess museum digital channels, platforms, and programs.

 

 

 

 

 

 

 

 

 

Sessions and Workshops in Module 8: Audiences and Analytics for Museums

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INTRO SESSION

 Get Inspired for Audiences and Analytics for Museums and GLAM 

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

 

A black-and-white image of Elena with a black cardigan sweater and a patterned blouse. She stands in front of a dark wall.

TEch Workshop 1

Creating An Analytics Toolbox to Evaluate Museum Digital Experiences

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

A woman with black her and a white shirt rests her chin on her forearm and looks up pensively.

Tech Workshop 2

Building Digital Strategies and Interpreting Social Media Analytics

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

A woman with long, light brown hair and a blue blouse stands in front of a body of water and smiles.

TEch Workshop 3

Using Analytics to Understand Audiences and Optimize Your Efforts

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