SFMOMA 选择 Google Analytics 并掌握指标艺术
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Analytics
技术栈
- Google Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Digital Expertise
技术
- 分析与建模 - 实时分析
适用行业
- 教育
适用功能
- 销售与市场营销
用例
- 实时定位系统 (RTLS)
服务
- 数据科学服务
关于客户
旧金山现代艺术博物馆 (SFMOMA) 是一个充满活力的现代和当代艺术中心。1995 年，它是首批推出机构网站的博物馆之一。SFMOMA.org 提供了一个流畅的探索空间，访客可以轻松浏览超过 9,000 件艺术品的在线收藏以及丰富的音频和视频内容档案。该网站还设有在线商店和详细的展览和活动日历。他们的主要目标是开发丰富、动态的内容，吸引访客并让他们回到网站和实体博物馆。
挑战
旧金山现代艺术博物馆 (SFMOMA) 是首批推出机构网站的博物馆之一。他们的主要目标是开发丰富、动态的内容，吸引访客并让他们不断回到网站和实体博物馆。SFMOMA 网站的访问量几乎是实体博物馆的四倍。提供访客想要的引人入胜的数字内容与举办受欢迎的展览一样重要。SFMOMA 一直在使用另一种网络分析工具，但怀疑其准确性存在问题。他们无法监控网站中关键投资的使用情况 - 例如音频、视频和专业内容。最后，电子商务跟踪尚未正确安装，因此他们无法衡量在线商店的收入或产品销售额。
解决方案
E-Nor 帮助 SFMOMA 将关键业务目标与强大的网络分析策略联系起来，并推荐 Google Analytics 作为满足其需求的最佳解决方案。SFMOMA 的目标是深入了解内容消费情况、收集电子商务数据并衡量其在线营销活动以计算其投资回报率。E-Nor 发现，只要访客跨越 SFMOMA 的域和子域，旧工具就会重复计算访客数量，因此他们自定义了 Google Analytics 跟踪代码以防止出现这种错误计算。他们还编辑了实施情况，以提供简单明了的报告，说明哪些内容类别最受欢迎。他们使用事件跟踪来衡量音频/视频媒体参与度，从而可以跟踪特定类型内容的使用情况。最后，他们设置了电子商务跟踪和目标，以捕获可以在网站上采取的所有有价值的操作。
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