ONLINE EDUCATION EVENTS
ANALYTICS REPORT
Spring 2021-INFO-685-01-Digital Analytics
Alan Webber | Anna Size | Kira Zimmerman | Rachel Jackson | Jing Zhao
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Objectives Methodology
Collect data: Google Analytics, YouTube Data Tools, Online programs spreadsheet
Data visualization: Google Data Studio
Metrics:
Research on “Education” sections on peers’ websites
Focus on content, user types, and promotion.
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Limitations
MoMA Education pages are not specifically earmarked:
Google Analytics relies on a binary model of gender that ignores the existence of gender-neutral and nonbinary users and users of other genders.
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Find access to peer’s analytics
Define KPIs for the education department
FINDINGS & RECOMMENDATIONS
GENERAL EDUCATION EVENTS
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Traffic
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Pre COVID-19
(Jan 1, 2019 -
Jan 1, 2020)
Post COVID-19
(Mar 1, 2020 -
Mar 1, 2021)
Finding: Traffic to education event pages dropped 31.66% among the pre-COVID to post-COVID timeframes. Returning users reduced from 46.25% to 31.44%.
Recommendation: Center events around significant dates, create relevant content and experiences
% of moma.org
Users Also Visited
Education Pages
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Finding: /audio/ pages, /calendar/exhibitions pages, and /collection/ pages have a high percentage of users that also visited /calendar/events pages.
Recommendation: Add links or references about education events on those pages to bring traffic to education event pages.
Audience Diversity
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Pre COVID-19
(Jan 1, 2019 -
Jan 1, 2020)
Post COVID-19
(Mar 1, 2020 -
Mar 1, 2021)
Finding: The number of users outside of New York and the US and users speaking non-English languages increased during the pandemic. A mass exodus of New Yorkers occurred during the last year which is greatly reflected by the data. Before the pandemic, 48.9% of total visitors were from New York, whereas during the pandemic, only 18.9% of total users were from New York. The number of visitors of different ages is more balanced during the pandemic.
Recommendation: Continue providing virtual education events. This format, though not always as popular when compared with in-person education, extremely enhances the accessibility to users outside of New York & the US.
FINDINGS & RECOMMENDATIONS
CONTENT
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Pre COVID-19: The most viewed event page among both new and returning visitors is Party in the Garden 2019, with 29,116 unique pageviews. The average amount of time spent on the page was 1 minute and 36 seconds, and a bounce rate of 79.69%.
Post COVID-19: The most viewed event page is Come Together (Apart), with 14,138 unique pageviews, where the average time spent on the page was 4 minutes and 28 seconds, anda bounce rate of 73.2%.
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Content
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2020 -2021
Pre COVID-19
(Jan 1, 2019 -
Jan 1, 2020)
Post COVID-19
(Mar 1, 2020 -
Mar 1, 2021)
Finding: Pre COVID-19, 69.5% of visitors discovered through Google.com. Post COVID-19, that number has dropped by 8.8% to 60.7% but still remains the largest percentage of user source. When searching some of the events provided by MoMA, the descriptions about the webpages are often jumbled with information not related to the event.
Recommendation: Create specific meta descriptions about events that can be used as Search Engine Optimization (SEO) that will explain the entirety of the education event using brief and informative language. We suggest using Schema, which “provides a collection of shared vocabularies webmasters can use to mark up their pages in ways that can be understood by the major search engines: Google, Microsoft, Yandex and Yahoo!”
FINDINGS & RECOMMENDATIONS
FAMILY EDUCATION EVENTS (FEE)
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Family Education
Events (FEE)
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2020 -2021
Finding: Half of the FEE users were returning users. There was a high percentage of the FEE users who were in the United States and spoke English. Email and Emarsys each had a bounce rate, but some of the other sources’ bounce rate were too high. Facebook brought more FEE users than other social networks.
Recommendation: Focusing on creating FEE that meet the local US. audiences’ expectations. Enhance the events based on in-house survey. Continue placing info of FEE in email and Emarsy. Make sure FEE info on social networks meet users’ interests. Focus more on Facebook.
FINDINGS & RECOMMENDATIONS
YouTube EDUCATION
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Post Frequency
& Post Day
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Post COVID-19 (Mar 1, 2020 - Mar 1, 2021)
Finding: The avg. views were higher on Sundays than other days of the week. The avg. views increased when the quantity of posts increased.
Recommendation: Try to post important edu videos on Sunday to reach more audiences. Maintain the post frequency and quantity of edu videos to obtain even more viewers and subscribers.
Content
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Post COVID-19 (Mar 1, 2020 - Mar 1, 2021)
Finding: There were only 4 education videos with captions. The engagement rate of videos with captions were higher than videos without captions. The “Education” category label might was too general.
Recommendation: Add captions could make the edu videos more engaging. MoMA digital team could create a video category label that only includes videos created by the MoMA Education Department.
FINDINGS & RECOMMENDATIONS
EDUCATION PAGES ON PEER’S WEBSITES
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Peer Comparison - Hub Pages
The Tate’s “Learning Programmes” page includes sub-sections for schools, families, various age groups, public programs and more.
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Finding: Through qualitative research, we found that the Tate Museum, the Art Institute of Chicago, the Metropolitan Museum of Art and SFMOMA all have dedicated “education” sections on their websites.
Recommendation: While MoMA has a “Research and Learning” cluster page, it differs from the other museums in that it includes sub-sections for MoMA’s archives, film divisions, and other specialty areas which would not necessarily be of interest to people seeking more general education programs and events. We recommend creating a more focused “education” hub section for the MoMA website.
Peer Comparison - Links from Homepage
The Met’s homepage features a link to their “Learn with Us” section at the very top of their home page.
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Finding: All of these peer museums, except for the Tate, have direct links on their homepages to a cluster page for education.
Recommendation: While MoMA has a “Research and Learning” cluster page, which is linked from the bottom of the homepage, it would be beneficial to move a new, more focused version of this hub to the top of the homepage.
FINDINGS & RECOMMENDATIONS
KPIs
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KPIs
KPI categories include the following metrics for analysis: �Content: unique page views, page views, bounce rate, average time spent �Users: users, sessions, % new users�Promotion: organic traffic, social media traffic
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Finding: Ms. Hsieh’s primary research goals included: understanding who digital audiences are and where they are coming from, and deep-dive analysis of particular subject matter (pages and posts).
Recommendation: We have focused on three key KPI categories: Content, Users and Promotion. These Key Performance Indicators are analyzed through a variety of metrics within our dashboard in order to help understand what pages perform well, who audiences are, where else on the internet they are coming from.
Tracking Limitations
A key MoMA Education page lacks a distinctive URL or other identifying metadata.
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Finding: MoMA Education data was difficult to track with utmost accuracy because it is undefined apart from other MoMA departments.
Recommendation: Implement ‘invisible’ metadata within posts and pages to identify ‘education’ content. This could come in the form of adjusting the URL (e.g., https://www.moma.org/calendar/events/education/6746 (or, if marketing and tech teams don’t want to use the term, “education,” then a simple abbreviation such as “me” could be used in its place. Similarly, codes could be used as tags within social media posts (e.g., #education or #me, etc.) to track more effectively. MoMA could also perform content grouping to differentiate specific events or custom dimensions depending on how the website is set up.
CONCLUSION
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THANK YOU!
ANY QUESTIONS?
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