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Using data to inform your fundraising

Gathering and analysing data can sometimes feel like an intimidating and time-consuming task. It is, however, a crucial part of creating a successful fundraising strategy. In this Digital Heritage Lab webinar recording, Pumulo Banda and Róisín McGovern from Lightful provide an understanding of what data-informed fundraising is ― what data you should be collecting and how ... Read more


Published: 2021 | Resource type: Webinars and films

Analytics — using data to plan content and engage audiences

In this Digital Heritage Lab webinar recording, Trish Thomas explains how to use the data from free analytics tools for your website and social media channels to help you understand the demographics, behaviours and motivations of your digital audiences. Trish will help you decide which metrics to focus on in Google Analytics and in the ... Read more


Published: 2021 | Resource type: Webinars and films

Advanced Google Analytics

Learn about advanced Google Analytics features including data collection, processing and configuration, and more complex analysis and marketing tools.


Published: 2020 | Resource type: Guide/tools

Two sets of hands both holding tablets showing data graphs

Google Analytics for beginners

You’ll find lots of guides and other resources on Google Analytics all across the web. But the best place to start is Google’s own Google Analytics Academy. Everything is free and you can learn at your own pace and level.


Published: 2020 | Resource type: Guide/tools

A paper cubes printed logos of social networks and online messengers, such as Facebook, Instagram, YouTube, etc

Webinar: How to Improve your Engagement on Social Media

HdK Associates explore how to optimise user engagement across the key social media platforms. Including how to pivot your social media during Coronavirus. With: Hans de Kretser, Director; Phoebe Cleghorn, Digital Marketing Manager; Freya Ruane, Marketing Coordinator and Hannah Gagen, Advocacy Manager, SOLT and UK Theatre


Published: 2020 | Resource type: Article

Google Analytics: Actionable Insight

This short guide by Devon Smith presumes you already have a working knowledge of Google Analytics and focuses on top tips for harnessing the true power of analytics and using them in meaningful ways to better measure your organisation’s digital goals.


Published: 2017 | Resource type: Guide/tools

Understanding motivations and usage of the Tate online collection

The Art & artists section of Tate’s website – their online collection – is the most visited area of the site, with around 500 to 600K visits per month. Tate carried out audience research to understand who their users are and what their motivations are for visiting the site. This document summarises the results of ... Read more


Published: 2014 | Resource type: Research

Mediacom Edinburgh logo

Digital data – analytics are not just for nerds

In this article, Owen Buttolph, Business Analyst at MediaCom Edinburgh, discusses the importance of website analytics and provides a brief overview of two approaches to analysing digital data.


Published: 2013 | Resource type: article

Effective search engine optimisation and online visibility for arts organisations

The Globe is a rural arts venue based in the town of Hay-on-Wye in Powys. It’s used for live music, theatre, art exhibitions, community groups, debates, workshops and as a general cafe/restaurant. Since relaunching its website, improving its search engine optimisation, user experience and digital marketing practices, the Globe has seen a dramatic change in its ... Read more


Published: 2013 | Resource type: Case studies

Becoming a social arts organisation

This paper is an attempt to understand what a “social arts organisation” would look like, and to describe how it would behave. It covers what it means to be social; how the online experience differs from the traditional one, and using analytics to see who is talking to you and when. It also examines organisational ... Read more


Published: 2013 | Resource type: article

Hallam Internet Digital Marketing Map

Ways to approach digital marketing

Digital tactics replace stations and channels replace lines in this digital marketing plan inspired by the iconic London Underground Tube map. From social media and CRM through to analytics and email marketing, this map presents an overview of the digital opportunities available to cultural marketers.


Published: 2013 | Resource type: Guide/tools

Pinterest for cultural heritage institutions – a case study

This case study by the Europeana Foundation focuses on how their end-user engagement programme explored the value of Pinterest for cultural heritage institutions. It looks at how they opened up data and content from five Europeana partners – the University of Barcelona, Biblioteca de Catalunya, the Swedish National Heritage Board, Varna Public Library and the ... Read more


Published: 2013 | Resource type: Case studies

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Let's Get Real – How to evaluate online success

‘Let’s Get Real’ details the online analytics methodology, research and key findings of a major study into how arts and cultural organisations can evaluate online success. It suggests new ways to plan, invest and collaborate on the development of digital cultural activities. The guide explains how to define what you are trying to do online, ... Read more


Published: 2011 | Resource type: Guide/tools

Developing a Digital Marketing Strategy Cover

Developing a digital marketing strategy

Gain an overview of the steps needed to develop a digital marketing strategy. This guide will show you how to position your digital strategy and develop a planning framework.


Published: 2010 | Resource type: Guide/tools

Understanding audiences for online collections resources

This report provides digital resource managers across the East Midlands with: Evidence of the motivations, expectations, needs and current levels of satisfaction of online audiences. Insight into why users are using sites, how resources are meeting their needs, and how current and future resources could better meet needs. Findings are intended to help make the ... Read more


Published: 2009 | Resource type: Research

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How to optimise your online marketing activity

Make the most of your online marketing activity with the ten top tips outlined in this guide.


Published: 2011 | Resource type: Guide/tools

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How to optimise audience engagement online

Build a closer and stronger relationship with your audience with tips from this presentation by Vicki Allpress Hill.


Published: 2011 | Resource type: Guide/tools

How to conduct a digital marketing audit

Useful for anyone creating a marketing or audience development strategy, this one-page guide visually outlines the steps to take during a digital marketing audit.


Published: 2011 | Resource type: Guide/tools

How to take useful measures on social media and online activity

From realising what you want to achieve from your online and social media marketing activity, to setting measurable objectives and KPIs, to explaining some tools for how to measure them, this is a wise overview from an experienced consultant working in the commercial arena and with the Culture 24 digital measuring project. It will help ... Read more


Published: 2010 | Resource type: Guide/tools

Success with social media

The New York Public Library (NYPL) describes how they achieved success with social media to reach new audiences and public engagement. Starting out with Twitter and Facebook, then developing a social media strategy which entailed setting SMART objectives(based on KPI’s), achieving internal ‘buy-in’, governance model (‘hub and spoke’), finding the ‘right’ member of staff for each social media platform (e.g. tweeting, ... Read more


Published: 2011 | Resource type: Case studies