Research Article: Making Sense of Numbers: A Journey of Spreading the Analytics Culture at Tate. #heritagefutures

Making Sense of Numbers: A Journey of Spreading the Analytics Culture at Tate
Elena Villaespesa, Tijana Tasich, Tate, United Kingdom
Museums & the Web Conference 2012.
Abstract
Measuring online performance has been one of the hot topics for museum online professionals in the UK. Tate was one of the participants in the Culture24’s action research project, which focused on measuring online success. All participants agreed that reporting purely on the number of visits and time spent on the website fulfilled the governmental requirements, but has not necessarily helped to evaluate online presence against institutional objectives. We realised we had to start using the large amount of available metrics in a more intelligent way. In this paper we would like to present the steps we have taken to increase the benefits that analytics can bring to other institutions and have brought to Tate, and the challenges we met on the way of spreading the analytics culture across the organisation.
Keywords: metrics, analytics, evaluation, maturity model, organisational culture.
http://www.museumsandtheweb.com/mw2012/papers/making_sense_of_numbers_a_journey_of_spreading

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