Elena Villaespesa,’An evaluation framework for success: Capture and measure your social-media strategy using the Balanced Scorecard‘, Museums and the Web 2015.

John Stack and Elena Villaespesa, ‘Finding the motivation behind a click: Definition and implementation of a website audience segmentation‘, Museums and the Web 2015.

Emily Fildes and Elena Villaespesa, ‘Getting the art to our users: A user-centred approach to navigate Tate’s digital content‘, Arts Management Network (July 2014)

Elena Villaespesa, ‘Understanding people’s motivation and usage of the Tate online collection‘ (March 2014).

Sejul Malde, Jane Finnis, Anra Kennedy, Mia Ridge, Elena Villaespesa and Seb Chan, ‘Let’s get real 2: A journey towards understanding and measuring digital engagement’, Culture 24 (September 2013).

Elena Villaespesa, ‘El museo en la web social y su impacto en los visitantes‘, Revista Museología, no. 56 (July 2013).

Elena Villaespesa, ‘Diving into the Museum’s Social Media Stream. Analysis of the Visitor Experience in 140 Characters‘, Museums and the Web 2013.

Tijana Tasich and Elena Villaespesa, ‘Meeting the real user: evaluating the usability of Tate’s website‘, Museums and the Web 2013.

Tijana Tasich and Elena Villaespesa, Come along with us: a journey to implement analytics‘, Journal of Arts Marketing, no. 48 (November 2012), pp. 17-20.

Elena Villaespesa, ‘Museos y apps, creando experiencias en el móvil del visitante‘, ICOM Digital, no. 5 (March 2012), pp. 18-23.

Tijana Tasich and Elena Villaespesa, ‘Making sense of numbers: A journey of spreading the analytics culture at Tate‘, Museums and the Web 2012.