As a part of AMT Lab's Whitepaper Wednesday series, we will feature some of our best publications every week through the summer.

Google Analytics has transformed the way marketing departments in arts institutions go about measuring success. By closely examining an organization's web traffic, staff members can gain invaluable insights into their patrons, and the effectiveness of their own marketing efforts. Despite the immense value that this tool can bring to arts institutions, many organizations lack a sophisticated strategy for using analysis to drive their decision making.

Kristen Sorek West meets this challenge head on in her 2015 research, From Strategy to Analysis: a Guide to Navigating Google Analytics. By following a fictional theatre company through their process of marketing a show, this white paper builds a valuable and insightful case study that could be of use to any arts marketer.