In this session you will look at how to identify the data you have and the data you need so that you can make Informed decisions about your content. You'll explore how data can help you to plan different types of content, how to gather that data, and crucially, how to measure impact to inform further planning.

What will participants gain?

• a knowledge of how and where to source your data;

• how to interpret this data;

• and how to use it to fine tune your marketing efforts

Who should attend?

This training is aimed at individuals who have some experience with marketing and audience development at their museum and will be aimed beyond an introductory level. It is for staff and volunteers of East Midlands museums.

Please be prepared to attend the session with:

• a basic understanding of analytics tools and concepts

• familiarity with key terminology

• familiarity with organisation's digital strategy and outputs

Session Leader

Martin Jefferies heads up the social media team at English Heritage, which looks after over 400 historic places including Stonehenge, Dover Castle and sites along Hadrian’s Wall. English Heritage’s social media channels have a combined audience of over 1.5 million. Martin’s role at English Heritage includes content production for a variety of audiences and with multiple objectives, from reach and engagement to sales and fundraising. It also includes strategic partnerships, paid social and community management. Before joining English Heritage in 2015, Martin worked in digital roles at Sky News and The Sunday Times, and started his career reading the news on local radio. When not exploring castles, museums and galleries, Martin can usually be found wandering the Cotswolds or the Lake District with his family.

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