The Tate's Digital Transformation

Jill  Avery

Teaching Note | HBS Case Collection | February 2017

The Tate's Digital Transformation

Abstract

John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate’s “fifth gallery,” its online presence. Stack had guided the Tate through two digital strategy planning processes, and his team had experienced much success in developing the Tate’s fifth gallery into a virtual place filled with immersive and engaging content, activities, experiences, and communities. Looking into the future, Stack was working to execute a new digital strategy, one that included digital as a dimension of everything the Tate did, both physically and virtually. This effort was raising important questions about organizational structure, marketing strategy, product and service design, and return on investment. What would it take to be a truly digital organization where digital was the norm? Teaching Note for HBS No. 314-122.

Keywords: marketing; marketing strategy; digital; digital strategy; digital marketing; social media; ecommerce; experience; customer experience; customer relationship management; channel management; museums; arts marketing; nonprofit; Marketing; Marketing Channels; Marketing Strategy; Customer Focus and Relationships; Entertainment and Recreation Industry; Fine Arts Industry; England; United Kingdom; Europe;

Language: English

Format: Print

20 pages

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Citation:

Avery, Jill. "The Tate's Digital Transformation." Harvard Business School Teaching Note 517-098, February 2017.

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The Tate's Digital Transformation

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