The objective of the project was to analyze the statistics of the museum website, focusing all the attention on some specific sections and other websites of the museum. The results of the reports analysis had a quantitative and qualitative point of view, adapting the analysis and conclusions of the reports to the needs of the MACBA: answering to marketing questions, content strategy, Social Media strategy, knowledge of the on-line target and comparison with the off-line one; analytics comparison and CRM (Customer Relationship Management), etc. The presentation of reports was presented as an internal formation.
Moreover, we created some templates so the MACBA website team could create some monthly summary reports and web and social network analytics.
During the analysis, we studied: the types of received visits, the homepage, the sitemap, the most visited pages, the bounce rate, the social networks interactions and visits, the mobile visits (splitting tablets and mobile), the newsletter statistics, the radio and others.