Audiences & Analytics

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    • November 18th Toolkit: Using Analytics to Understand Audiences Presenter: Dana Allen-Greil, Vice President of Marketing, Monterey Bay Aquarium, Monterey, California @danamuses danaallengreil@gmail.com Example Goals and Indicators: Meet or exceed attendance or earned revenue projections: Tools: - Tessitura (CRM): https://www.tessituranetwork.com/ - Google Analytics: https://analytics.google.com/analytics/web/provision/#/provision - Market Research: https://www.askattest.com/blog/articles/market-research-tools - Google PageSpeed: https://pagespeed.web.dev/?utm_source=psi&utm_medium=redirect Convert audiences to members and donors: Tools: - Google Analytics: https://analytics.google.com/analytics/web/provision/#/provision - Facebook: https://www.adobe.com/express/learn/blog/facebook-business-page - YouTube: https://www.youtube.com/watch?v=SwycVhTHFbw - Tiltify: https://tiltify.com/ - Tessitura: https://www.tessituranetwork.com/ - Google Analytics (UTM): https://mcgaw.io/blog/dummies-guide-utm-tracking/ Elevate reputation as ____ organization Tools: - Market research: https://www.askattest.com/blog/articles/market-research-tools - Meltwater: https://explore.meltwater.com/brand-en?utm_medium=ppc&utm_source=google&utm_campaign=advertising-google-6497771244_78788294580&utm_term=g_kwd-5351417381_e_meltwater&utm_content=499567654032 Engage people in learning Tools: - Google Analytics: https://analytics.google.com/analytics/web/provision/#/provision - Sprout Social: https://sproutsocial.com/ Inspire people Tools: - WordFly: https://www.wordfly.com/ - Google Analytics (UTM): https://mcgaw.io/blog/dummies-guide-utm-tracking/ - Google Analytics (event) - Sprout Social: https://sproutsocial.com/ Setting baseline and benchmarks for analytics: M+R Annual Benchmarks report: Mrbenchmarks.com Conversion rate benchmarks: https://www.ruleranalytics.com/blog/insight/conversion-rate-by-industry/ Pew Research pewresearch.org/topic/internet-technology Museum Social Media Managers network: facebook.com/groups/musesocial MCN email list: mcn.edu/community/mcn-l Google Analytics most popular content: Behavior -> Site Content -> all pages Click page you are interested in to understand trends over time How do people find site: Acquisition -> overview Did a campaign work: Use UTMs: ga-dev-tools.web.app/campaign-url-builder/ Which campaigns sent traffic to my website: Acquisition -> Campaigns -> All Campaigns -> Secondary Dimension: Source/Medium What is the first thing people usually see on my website: Behavior -> Site Content -> Landing Pages SEO = Search Engine Optimization Google Search Console Insights: search.google.com/search-console/insights What do people search on my site? Behavior -> Site Search ->. Search Terms Which campaigns are contributing to my revenue goals: Conversions -> Goals -> Goal Completions Google Data Studio: https://datastudio.google.com/u/0/ Connect a variety of data sets: Google Analytics Google Ads Google Sheets / CSV / database How fast does our website load? developers.google.com/speed

      Started by: rdrout18

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    • 3 years ago

      rdrout18

    • November 16th Toolkit: Building Digital Strategies and Interpreting Social Media Presenter: Acacia Berry, Founder, Archaeological Analytics Drawing digital audiences: Attract traffic - Brand Awareness - Expand Audience Convert traffic - Revenue - ​​https://adoric.com/blog/25-hacks-to-convert-your-traffic-into-leads-and-sales/ - Engagement Return traffic - Repeat Customers - Returned Visitors Process of Drawing Digital Audience - Referrals - SEO - https://developers.google.com/search/docs/beginner/seo-starter-guide - Social Organizing a Marketing Team - Brand Identity - https://blog.hubspot.com/agency/develop-brand-identity - Content Management & Scheduling - Analytics - Determining your potential users/audience: https://blog.hubspot.com/marketing/social-media-target-audience#:~:text=A%20social%20media%20target%20audience%20is%20a%20group%20of%20people,be%20interested%20in%20your%20product. Call to Actions (CTAs) - https://www.successagency.com/growth/2017/01/04/10-ways-clickable-call-action/ - Committal CTAs - Non-committal CTAs Content Management System - https://www.investopedia.com/best-social-media-management-software-5087716 Types of Social Promotion: - Organic content - Paid campaign Social KPI’s: - Facebook - https://sproutsocial.com/insights/facebook-metrics/ --Reach --Page Views --Profile visits --Likes/reactions, comments, shares, link clicks - Instagram - https://later.com/blog/understanding-instagram-analytics/ --Reach/profile views --Impressions --Interactions --Different formats: posts, stories, lives, reels -Twitter - https://sproutsocial.com/insights/twitter-metrics/ --Impressions --Profile visits --Engagement rate --Replies, likes, retweets link clicks, followers - YouTube - https://creatoracademy.youtube.com/page/lesson/engagement-analytics --Post views --Traffic sources --Audience --Interactions Finding Analytics: Facebook: - Scheduling software: Buffer - https://buffer.com/ - Website platform: Wordpress - https://wordpress.com/ Twitter: - Scheduling Software: Hootsuite - https://www.hootsuite.com/ - Website platform: Squarespace - https://www.squarespace.com/ Instagram: - Scheduling Software: Sprout - https://sproutsocial.com/ - Website platform: Drupal - https://www.drupal.org/ YouTube: - Scheduling Software: Later - https://later.com/?utm_source=google&utm_medium=cpc&utm_campaign=brand-later-scheduler-exact&gclid=CjwKCAiAp8iMBhAqEiwAJb94z_p1yXYhEyqOzKrzs4cNTgZv0aITfEkIr_Agma4nQGWgvcNuB_0TchoC84AQAvD_BwE - Website platform: Wix - https://www.wix.com/ Digital Cultural Heritage Platforms: @archeanalytics @usartifacts @openartifactusa

      Started by: rdrout18

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    • 3 years ago

      rdrout18

    • November 11th Toolkit: Creating An Analytics Toolbox to Evaluate Museums Presenter: Elena Villaespesa, Assistant Professor, Pratt Institute, Faculty Associate Director, DX Center @elenustika artsmetrics.com User research and evaluation methods: https://www.nngroup.com/articles/which-ux-research-methods/ Methods and Tools: Digital Analytics: https://hbr.org/2017/05/whats-your-data-strategy Recordings Crazyegg: https://www.crazyegg.com/overview Hotjar: https://www.hotjar.com/tour/ Clicktale: https://uxmag.com/articles/clicktale-review Smartlook: https://help.smartlook.com/en/articles/3244441-what-is-smartlook-and-what-can-it-be-used-for Heatmaps and scrollmaps: Crazyegg: https://www.crazyegg.com/overview Hotjar: https://www.hotjar.com/tour/ Clicktale: https://uxmag.com/articles/clicktale-review Smartlook: https://help.smartlook.com/en/articles/3244441-what-is-smartlook-and-what-can-it-be-used-for Usability testing: Zoom: https://www.shanedoyle.io/post/unmoderated-usability-testing-with-zoom A/B testing: Optimizely: https://www.optimizely.com/optimization-glossary/ab-testing/ Google Optimize: https://support.google.com/optimize/answer/6197440?hl=en#zippy=%2Cin-this-article Eye-tracking: https://www.tobii.com/group/about/this-is-eye-tracking/ Card sorting: https://www.uxmatters.com/mt/archives/2010/09/dancing-with-the-cards-quick-and-dirty-analysis-of-card-sorting-data.php Interviews: https://www.rev.com/blog/analyze-interview-transcripts-in-qualitative-research Surveys: https://www.qualtrics.com/experience-management/research/analysis-reporting/ User journey maps: https://www.pointillist.com/blog/what-is-customer-journey-analytics/ Web analytics: Google Analytics: https://blog.hubspot.com/marketing/google-analytics Omniture: https://www.brainlabsdigital.com/blog/omniture-beginners-tutorial/ Adobe Analytics: https://business.adobe.com/products/analytics/adobe-analytics.html From data to design: https://mw19.mwconf.org/paper/the-mets-object-page-towards-a-new-synthesis-of-scholarship-and-storytelling/ Pratt DX Center projects: https://prattdx.org/services/

      Started by: rdrout18

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    • 3 years ago

      rdrout18

    • November 4th Toolkit: Audiences and Analytics – Get Inspired! Presenters: Emily Robertson, Independent Consultant, Studio Robertson, Massachusetts: https://www.studiorobertson.net/ Arturo Garcia, Manager of Marketing and Communications, Museum of Photographic Arts, California: https://www.linkedin.com/in/arturogarciasierra/ Explanation of data analytics: https://www.mastersindatascience.org/learning/what-is-data-analytics/ How museums use data: https://www.museumnext.com/article/big-data-and-museums/ https://searchbusinessanalytics.techtarget.com/feature/Museums-and-data-A-powerful-combination https://medium.com/museum-tech-trends/how-7-museums-used-data-analytics-to-fix-real-problems-5065c287e7a3 Google Analytics: https://analytics.google.com/analytics/web/provision/#/provision https://blog.hubspot.com/marketing/google-analytics Digital Survey Tools: https://www.techradar.com/best/best-survey-tools Tracking sheet for average engagement (social media) -- fields are completed with formulas; there is also an explainer of how it works on the second tab Optimization report -- completed with notes on how to journal at each stage

      Started by: rdrout18

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    • 3 years ago

      rdrout18

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