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Share Zuzeum is a Riga-based Art Centre and the home of the Zuzāns collection, the largest private collection of Latvian art in the world.
Although Zuzeum is famous for its contemporary art exhibitions, it also fosters public engagement through its own events and collaborations with external partners. Tickets for these events are purchased directly on the art centre’s website.
To ensure their website effectively informs visitors and facilitates ticketing, Zuzeum requires a deeper understanding of data considering user behaviour on their website.
To achieve it, Zuzeum has partnered with RocketScience.
Goal
The main goal of our partnership was to effectively collect and organise Zuzeum website data so all stakeholders could get actionable insights to implement effective changes on the website and develop smarter marketing strategies on the external advertising platforms.
Working
process
Our collaboration focused on implementing Google Analytics 4 (GA4), Google-owned tool for web-analytics, on the Zuzeum website.
To unlock the full potential of data and ensure transparency, we proceeded according to this technical plan:
- We started by creating a GA4 account for Zuzeum and established a basic data flow to capture website activity;
- Next, we crafted a data collection plan and set up events to track user interactions on the Zuzeum website;
- Then we configured audiences within GA4;
- Finally, we created a convenient Looker Studio dashboard that combines product, traffic acquisitions and sales funnel insights, that lets the broad Zuzeum stakeholder team to be always up-to-date with their marketing and financial results.
Difficulties to overcome
One initial difficulty arose in our task to create a comprehensive Looker Studio dashboard for Zuzeum. Since Zuzeum utilises a third-party ticketing system, we needed to find a way to track user purchases more effectively. Thus, Zuzeum and RocketScience teams engaged in the direct communication with the engineering team of this third-party ticketing system to agree on a new technical solution that would fit Zuzeum’s technological stack. Eventually we got the desired outcome, as ticket sales are calculated precisely, and data flows allow us to analyse ticket sales and marketing activities that lead to the ticket sales.
Results
Now, Zuzeum has achieved its goal: a holistic view of all website data within their Looker Studio dashboard. This empowers them to make data-driven decisions and optimise the visitor experience on their website.
The new dashboard empowers Zuzeum to see:
- Users by acquisition channel;
- Conversion by acquisition channel;
- Top referral channels by user and conversion number;
- Countries where traffic and sales come from.
These information allows Zuzeum to:
- delve deeper into user behaviour;
- optimise the user experience;
- identify growth opportunities;
- refine their customer focus for even greater success.
Alyona Solovyova
Zuzeum Art Centre Director
“As the Art Centre’s director, I suppose that ensuring accurate and actionable data is crucial for our decision-making processes. From the initial consultation to the implementation and ongoing support, the team at RocketScience has been professional, knowledgeable, and highly responsive. They took the time to understand our unique needs and goals, providing tailored solutions that significantly improved our knowledge about online and offline visitors. Thanks to their expertise, we now have a clearer picture of our website traffic, user behaviour, and conversion paths”.
