National Museums Liverpool, encompassing the Museum of Liverpool, the Walker Art Gallery, and the International Slavery Museum, has entered into a partnership with a digital agency to enhance its digital analytics capabilities and strategy.
The collaboration between National Museums Liverpool and the Manchester-based digital agency aims to implement a robust digital analytics system within the institution. This includes archiving historical data from the outdated Universal Analytics platform and transitioning to the more advanced Google Analytics 4. Gianna Gomes, Digital Product Lead at National Museums Liverpool, emphasised the importance of this upgrade: “PushON’s expertise and quick response were crucial in helping us preserve important historical data while upgrading our analytics system.”
This initiative goes beyond mere data preservation, seeking to utilise cutting-edge technology to gain better insights and enhance visitor engagement methods. National Museums Liverpool aims to leverage these insights to understand and interact more effectively with its diverse audience. Gianna Gomes reiterated this goal, stating, “This partnership is about more than just saving data – it’s about using new technology to provide us with better insights to improve how we engage with our visitors.”
The digital agency, proud to support National Museums Liverpool in its digital transformation, is committed to using technology and data to inform the museum’s future strategies. Steve Beckett, the Commercial Director at the agency, expressed his enthusiasm: “We’re proud to work with National Museums Liverpool as they embrace digital innovation.” He also affirmed the agency’s dedication to aiding the museums in their quest to remain at the forefront of the cultural sector by utilising contemporary digital tools.
This partnership signifies a concerted effort to modernise the museum’s data analytics framework, ensuring that the institution can maintain its position as a leading cultural entity. By employing advanced analytics and data strategies, National Museums Liverpool aims to offer a more personalised and informed visitor experience. Steve Beckett underscored this commitment by stating, “We’re committed to helping them use technology and data to guide its future strategies and continue growing as a leading cultural institution.”
In conclusion, the strategic alliance between National Museums Liverpool and the digital agency is poised to elevate the institution’s digital capabilities, fostering improved visitor engagement and sustaining its prominence in the cultural domain.