Understanding our audiences and evaluating the impact and value of their digital experiences is a vital element of Tate’s digital transformation. One of the aims of this project is to establish a digital culture within Tate that is audience centred, responds to the audience needs and that is also iterative and evaluation lead.
Monthly trends across our digital platforms
We use different analytics tools and create dashboards that can help us to monitor and enhance our digital activities. The first digital dashboard we have created in this analytics journey allows us to monitor the overarching digital trends and get a snapshot of our digital activities each month across the website, social media and mobile apps. It includes an overview of how many people comes to the website, how they arrive, which content they visit and whether they engage with our content leaving comments in our blogs and videos. We publish this report monthly and it is distributed to the whole organisation.
Digital metrics dashboard template
We have created a template version of our digital metrics dashboard and licensed it under a Creative Commons Attribution-Noncommercial-ShareAlike 3.0 Unported Licence so other museums and galleries can also use it. The template has instructions on how to update this document. If you wish to send your feedback for future improvements please contact firstname.lastname@example.org
- Digital metrics dashboard template [Excel, 91 KB]
As part of her PhD fieldwork at Tate, Elena Villaespesa created a Twitter analytics dashboard in a spreadsheet to facilitate the task of turning all those rows of tweets and data into a visual that helps to analyse the performance of a Twitter account overtime. This dashbaord is also licensed it under a Creative Commons Attribution-Noncommercial-ShareAlike 3.0 Unported Licence.
In order to get more insights and dig deeper into the data, we are working from the digital hub with other Tate departments to create other dashboards, mainly on Google Analytics, so they can monitor their own activities.
Digital audience research and evaluation reports
- Tate Collectives audience research report (February 2015) [PDF, 1.2MB]
- Website audience segmentation overview webpage and full report (February 2014) [PDF, 578KB]
- Evaluating Bloomberg Connects visitor response project
- The 1840s GIF party (May 2014) [PDF, 1.7MB]
- Understanding people’s motivations and usage of the online collection (March 2014) [PDF, 1MB]
- The Tanks: Art in action (January 2013) [PDF, 1.4MB]
- Wondermind (August 2012) [PDF, 314KB]
The following blog post document our work around digital analytics. You are welcome to comment and to ask questions about our work in this area.
- Evaluating mobile tours at Tate Britain (16 February 2015)
- Archives & Access project: collectors, creators and sharers (3 February 2015)
- Looking at the figures for In Pictures (30 October 2014)
- From insight to action - implementing an audience-driven approach on our digital plans (15 July 2014)
- Getting the art to our users (10 June 2014)
- Archives & Access project: ‘I am looking for’ or ‘what am I looking for’? (5 June 2014)
- A travelling art collection (22 April 2014)
- Understanding people’s motivations and usage of the online collection (2 April 2014)
- Art Maps Kiosks at Tate Britain – data analysis (17 December 2013)
We will be regularly updating this page with more information about digital metrics at Tate.