In many cases, museums and other cultural institutions stumble blindly into the world of analytics, and at first see metrics reporting as a peripheral activity, largely undertaken without a plan or dedicated resources. They thus miss the opportunity to fully understand the deep insights analytics can offer. This case study presents the steps taken at Tate to establish a culture of analytics throughout the organisation.
Analytics can be used by organisations to easily find out which artworks, articles or videos are most popular and which aren’t, which emails are opened and which are not read, what advertisements are clicked on and what search terms bring traffic. They can even reveal the make of users’ phones and where they live. Moreover, through the inception of social engagement into the digital world, the museums can now get much deeper insights into their audiences. Although it is becoming increasingly difficult to make sense of metrics, can arts organisations afford to miss out on these opportunities to better understand who their online audiences are and use that knowledge to fulfill their missions?