Module 8 | Audiences and Analytics for Museums

Using Analytics to Understand Audiences and Optimize Your Efforts

Thursday, November 18, 2021 | 11:00am PT, 2:00pm ET
Advanced Level
Presenter: Dana Allen-Greil, Vice President of Marketing, Monterey Bay Aquarium, Monterey, California

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.

 

Dana Allen-Greil
Vice President of Marketing
Monterey Bay Aquarium
Monterey, California

 

Dana Allen-Greil is Vice President of Marketing at the Monterey Bay Aquarium. Dana has led web and social media efforts at the National Archives, National Gallery of Art, Ogilvy Public Relations, the Smithsonian’s National Museum of American History, and the Kaiser Family Foundation. Dana holds a B.A. in English from St. Mary’s College of Maryland and an M.A. in Museum Studies from George Washington University. She has taught graduate museum studies courses for Johns Hopkins University, Georgetown University, George Washington University, and Tufts University and served on the boards of the Museum Computer Network (MCN) and the Mid-Atlantic Association of Museums (MAAM).

 

 

 

 

 

 

 

 

 

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

 

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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

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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

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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