Data & Insights SIG


Chris Unitt, Founder, One Further

Chris Unitt is the founder of One Further, a digital analytics and user research agency in the UK. He works with organizations that want to figure out how to gain a better understanding of their online audiences and how best to serve them. He has a particular specialism in Google Analytics (along with Google Tag Manager and Data Studio), both in terms of technical implementation and extracting insights from the data. Chris has worked with cultural organizations for over a decade, from involvement in a wide range of projects to holding board positions. In the museum sector more specifically, Chris currently works with the British Museum, Victoria & Albert Museum, Royal Academy of Arts, Tate, and Royal Museums Greenwich among others. Outside of work (bit still on a work-related theme), Chris publishes the Cultural Digital email newsletter, rounding up tech developments in the cultural sector, speaks at conferences, and occasionally blogs at

Mission Statement

The Data and Insights Interest Group (DI SIG) enables MCN members to exchange research (results and methodology) and share questions regarding all manner of quantitative and qualitative evaluation of online museum content. Areas of particular interest are user feedback analysis, server log analysis, and user consultation and participation. The DI SIG endeavors to develop best practices and further the knowledge and expertise of participants as a result of pooling our experience.


We use the #musedata hashtag and the Member Portal message board.