LIS 697 Digital Analytics: Web, Mobile & Social Media
Museums and cultural organizations embrace digital media and use it as a means to communicate and promote their activities, and also to interact and engage with their audiences. Digital Analytics can help to understand the users and their behaviours on the museum’s website, social media and mobile apps. This course is intended to provide an insight on the digital analytics process and present the steps to define and select metrics that support organizational strategic goals and measure digital success. This course teaches how to use some of the most significant digital analytics tools such as Google Analytics, Facebook Insights or Twitter Analytics. Students will develop skills in the use of these tools, including advanced settings, user segmentation, content testing, report automation and dashboard creation.
The course covers the entire process, from how to collect data from different platforms to analyze and visualize the data. There is an important practical component where students conduct exercises on how to extract and interpret data to make changes to a website, app or social media activity. Examples are presented to illustrate how to use the different analytics reports in order to provide insights, inform strategy and provide evidence to help the decision making process.
LIS 697 Digital Strategy: Museum Planning and Management
Museums are developing and implementing digital strategies to embed the use of technology across their different functions with the end goal of engaging with their audiences in the digital arena. This course aims to provide an understanding of the management and planning concepts, frameworks and tools needed in the implementation of a digital strategy. Students engage in hands-on exercises to learn how to define, execute and evaluate a digital strategy. This course examines how to integrate digital platforms such as website, mobile technologies and social media into the strategic plan and tactics of the museum with the aim of reaching audiences, increasing engagement with the online communities and improving the visitor experience. It includes a review of some of the digital strategy documents published by various museums and an online analysis of their digital outcomes. From an internal organizational perspective, the course explores how specific museums have incorporated digital plans to transform their culture, processes and increase their digital literacy. Discussions during the course will deepen into the opportunities and challenges of implementing digital practices in a museum.