What gets measured gets done. Misurare e valutare l’archeologia pubblica

This paper proposes some critical remarks about objectives and methodologies for measuring and evaluating both projects carried out in the field of public archaeology and activities promoted and organised by museums and heritage sites for engaging audiences and co-creating value. After recalling the need to implement adequate monitoring systems, the main approaches and recent trends in cultural accountability are discussed, making a distinction between tools for performance measurement and impact assessment addressed to museums and heritage sites and development perspectives for scientific research in the framework of universities’ third mission. In the final section, the results of the analysis are related to the opportunities and criticalities that emerged in many of the experiences presented in this volume.