6. Benchmarks, Deliverables and Progress
A digital strategy is only beneficial to an organization if the results are measured and evaluated on an ongoing basis. Benchmarking and evaluating our efforts is a fundamental step toward progress as we work within the framework of this strategy. The museum’s digital engagement team meets regularly with senior leadership and departmental stakeholders to determine key performance indicators which help museum staff evaluate tactics and progress.
Engagement and Experiences:
- Web analytics
- sessions
- repeat sessions
- pages per visit
- length of session
- conversion goals
- Social media
- follower count
- engagement rate
- sentiment analysis
- Email Marketing
- list growth
- open rate
- click-through percentage
- On-site evaluations
- visitor survey
- user testing & focus groups
- interactive analytics
Accessibility and Philosophy:
- Work towards 100% of the museum’s collection available online
- Flexibility and availability of museum data
- Number of open source resources utilized contributed back to community
- Number of projects developed openly
- All new projects meet accessibility requirements and are standards-compliant
Organizational Adaptation:
- Digital leadership is a part of all early-stage project discussions
- Cultivate information sharing between the digital engagement team and other staff to increase digital literacy and improve workflow at the museum
- Internal assessments to measure progress and feedback from staff
- On-going analysis and updates of technology infrastructure
Financial Solvency:
- Measurable growth in online giving as a result of a mobile optimized giving site
- Alignment, analysis and integration of earned income verticals
- Utilize new resources to increase capacity within the digital engagement team and museum overall by hiring new talent and increasing bandwidth of SJMA to deliver digital experiences