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Metrics & Data

To do anything effectively with or for your audiences, you need to understand them first. An audience-focused approach will make you much more likely to succeed in your aims.

Understanding Audiences

Metrics & Data:

View current resources and available training below.

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Useful articles

You’ll need to be a member to access member resources, but non-members may find these articles useful.

AMA blog

Audience data research

How the Cultural sector’s use of data stacks up


Managing data & privacy in small museums

Data & Analysis


Data: insights to inform strategy: recorded session

Data capture for touring orgs: register interest

Understanding metrics and data – essentials  register interest

Understanding metrics and data – intermediate register interest

Metrics and data – advanced register interest

Data and reporting  register interest

Monitoring and evaluation register interest


Becoming Data Led: case study video

Connecting Audience Data:  session highlight video

Monitoring and evaluation across digital platforms: case study

“Guide to monitoring and evaluation (pdf)

Beginner’s guide to Benchmarking (pdf)

Google Analytics


Google Tag Manager register interest

Google Analytics: Basics – booking now

Google Analytics: Intermediate -booking now

Social Media Analytics


Facebook Sales Funnels – register interest

Social Media Analytics: register interest


Streamlining Social: DigiLab case study

Connecting Audience Data:  session highlight video

Social Media Engagement 101: talk transcript

Facebook Insights: video

Monitoring & Evaluation


Campaign Evaluation: register interest


Monitoring & Evaluation: JAM magazine