Adrian Kingston: Beyond foot traffic and vanity metrics, the Audience Impact Model
Channel: NDF - National Digital Forum
Date: 29/11/2018

Wednesday November 21st, 11:30am-11:55am @ Rangimarie 1 - Breakout Room

The Te Papa Digital team uses a number of techniques when we are proposed, designing and building digital products to ensure we are keeping the visitors needs top of minds. One of the key aspects of this is understanding what success looks like, and how does it align with Te Papa's goals, and our role as the national museum? We can no longer sit back on our apparent success of page views, clicks and feet through the door. This presentation will very quickly introduce the new model, which maps out the spectrum of initial visitor Attraction, through Reaction, Connection, Insight and finally Action. How many products allow for light engagement only, versus the potential for enabling our visitors to create personal or societal change. The talk will also discuss the significant and important challenges in actually measuring impact in reliable and meaningful way.

Adrian Kingston , Museum of New Zealand Te Papa Tongarewa , NDF Chair / Digital Operations Lead