Module 8 | Audiences and Analytics for Museums
Description: Beginning with web analytics, we will discuss the importance of a research question in guiding your analysis of user behavior data. We will cover how to: understand landing pages and their relationship to search engine optimization, track conversion rates on key pages, and use behavior funnels. From there, we will explore the importance of using data across platforms to better understand our audiences and to visualize them through the creation of user personas and customer journeys. Finally, we’ll look at how data can drive continuous improvement towards your goals.
Vice President of Marketing
Monterey Bay Aquarium
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