Analytics Baseline

Digital analytics support for cultural organisations.

Arts, culture, and heritage organisations are increasingly using data to make more informed choices about their digital marketing spend, website development, and online customer experience. However, very few organisations are able to invest in the necessary analytics skills.

Which got us thinking.

How can we solve the most common problems and help people get the insights they really need? Could we spread the cost of common requirements and make analytics expertise affordable to a wider group? How could we make it so that the service gets better as more organisations join?

PLEASE NOTE: This page is still a work in progress. If you found it early then well done!



Analytics essentials

The Analytics Baseline provides the essential elements of good digital analytics, tailored to the needs of cultural organisations.

You’ll love the confidence of knowing that your data is reliable and easily accessible, and the insights from our benchmarks will give you unrivalled context.

Collaboration at the core

The Analytics Baseline has been designed so that the cost of core services is shared, and the service will improve as more organisations join.

That means better benchmarking, a greater range of dashboards and reports, and more opportunities for co-learning and cross-organisational insights.



1. Analytics Audit

You need: Reliable data, so you can make informed decisions with confidence.

We provide: An annual audit of your Google Analytics setup. Think of it as a data MOT. We’ll flag up things that need fixing (and help you to fix them), and keep you up to date with new techniques, product changes, and best practice.

2. Dashboards and reports

You need: Easy access to data, in a format that makes sense.

We’ll give you: Customisable dashboards and reports to help you make sense of your website, campaigns, and content. We design these to deliver useful insights. You’ll own these. Just add your own styling, connect your data, and away you go!



3. Benchmarks

You need: To see your numbers in context so you can spot opportunities more easily.

We’ll give you: Comparisons of meaningful metrics across groups of similar organisations (all anonymised).

4. support and Guides

You need: Someone to turn to when you’ve got a question.

We provide: Someone to ask when you just need pointing in the right direction. You can submit via our helpdesk to get quick bits of advice. If we see questions coming up again and again, we’ll write up comprehensive guides.




Join the V&A, Royal Academy of Arts, Roundhouse, Birmingham Hippodrome, Royal Court, Marlowe Theatre, Hackney Empire, Royal Museums Greenwich, National Museums Wales, Artangel, Kettle’s Yard, National Opera House, Wexford Festival Opera, and more.

Send us an email and we’ll tell you more, alternatively, click the button below for some more info.