Measuring Engagement

Measuring Engagement

www.digitalbalance.com.au

Measuring Engagement.

What do the more traditional web metrics help us to understand?

What do the more traditional web metrics help us to understand? number of unique visitors number pages viewed depth of visit time on site

What do the more traditional web metrics help us to understand?

Emphasis on the number not experience.

number of unique visitors number pages viewed depth of visit time on site

Introducing…Engagement scoring.

A proper definition.Engagement is a measure of a brand’s ability to hold the attention of visitors and encourage participation.

Engagement is a measurement of how much your audience loves your website experience (or not).

A proper definition.Engagement is a measure of a brand’s ability to hold the attention of visitors and encourage participation.

The engagement journey.

TRAFFIC METRICS.

ENGAGEMENT METRIC.

ENGAGEMENT SCORE.

The engagement journey.

TRAFFIC METRICS.

• Visits• Visitors• Page views• Time on site• Searches• Terms• Device types• Etc...

ENGAGEMENT METRIC.

ENGAGEMENT SCORE.

The engagement journey.

TRAFFIC METRICS.

ENGAGEMENT METRIC.% of your visitors who do X, Y and Z on your site

+ Click depth+ Duration+ Recency+ Brand awareness+ Feedback+ Interactions+ Loyalty

Segment by section, source and audience.

ENGAGEMENT SCORE.

The engagement journey.

TRAFFIC METRICS.

ENGAGEMENT METRIC.

ENGAGEMENT SCORE.

Engagement scoring is a measure of your brand’s ability to hold the attention of visitors and encourage participation.

Content and interactions are scored. Visitors gather scores as they interact with your content.

It’s those individual scores that show how engaged they are with your brand.

It’s used to:+ Tailor your content + Target communication plans+ Drive more leads+ Improve experience+ Personalise the experience

How do you calculate engagement score?...

How do you calculate engagement score…?

What can you do with your engagement score?...

It’s a personal thing.

Identify digital content consumption at all stages

of the user journey.

#1Give each type of content

a score.

#2Assign points to visitors based on content they’ve viewed/interacted with.

#3Calculate the

engagement score.

#4

#1 Identify digital content consumption at all stages of the user journey.

Example: planning a holiday

OFFSITE

social mediaYouTube shareimagery

ONSITE

imagery

ONSITE

itinerariesdeals

ONSITE

eventstime & distancemapsdestinationsmust see & do OFFSITE

mobile app

TRIGGERGET

INSPIRED NARROW

FIELD NEGOTIATE & DECIDE

HONE IN

DURING & AFTER HOLIDAY

Motivate me!

Familiar vs. new

Overseas or

interstate?

ONSITE

accomm.dealsshares

What works for us?

Help me share and convince my family.

How far?

How much?

Cost?

ONSITE

reviews

Let me share my holiday!

#2Give each type of content a ‘score’.

Example: planning a holiday

OFFSITE

social mediaYouTube shareimagery

ONSITE

imagery

ONSITE

itinerariesdeals

ONSITE

eventstime & distancemapsdestinationsmust see & do OFFSITE

mobile app

TRIGGERGET

INSPIRED NARROW

FIELD NEGOTIATE & DECIDE

HONE IN

DURING & AFTER HOLIDAY

Motivate me!

Familiar vs. new

Overseas or

interstate?

ONSITE

accomm.dealsshares

What works for us?

Help me share and convince my family.

How far?

How much?

Cost?

ONSITE

reviews

Let me share my holiday!

30pts10pts5pts2pts 1pt

#3Assign points to visitors based on content they’ve viewed/interacted with.

Example: planning a holiday

OFFSITE

social mediaYouTube shareimagery

ONSITE

imagery

ONSITE

itinerariesdeals

ONSITE

eventstime & distancemapsdestinationsmust see & do OFFSITE

mobile app

TRIGGERGET

INSPIRED NARROW

FIELD NEGOTIATE & DECIDE

HONE IN

DURING & AFTER HOLIDAY

ONSITE

accomm.dealsshares

ONSITE

reviews

30pts10pts5pts2pts 1pt

Person A = 1 point Person B = 8 points Person C = 48 points

+2 +2

+5

+5 +10

+30

+1+1

+1

#4Calculate the engagement score.

Total scoreNumber visitors

Average engagement score

=

(1+8+48)3 ?=

(1+8+48)3 19=

What can you do with your engagement score?...

What can you do with your engagement score…?

An alternative metric.

What can you do with your engagement score?...

We can make informed decisions.

Tailor your content plans more effectivelyTarget communication plans by channelDrive more revenue, leads or greater engagementBetter user experienceCustomer segmentationPersonalisation of the experience

We can start to compare engagement over time.

We can optimise our channels for quality not quantity.

Jan – Feb 2013(Visits)

Jan – Feb 2014(Visits)

Traffic

Natural / Organic search 433,342 439,930 +1%

Direct type-in / Bookmarks 165,183 96,865 -41%

Paid search / AdWords 46,044 94,723 +106%

Referring domains 108,272 29,713 -73%Display advertising 27,000 6,054 -78%

Email campaigns 4,666 5,978 +28%Social Media 3,455 4,255 +23%

We can optimise our channels for quality not quantity.

Jan – Feb 2013(Visits)

Jan – Feb 2014(Visits)

Traffic Current Engagement

Score

Net Change

Natural / Organic search 433,342 439,930 +1% 86 +12%

Direct type-in / Bookmarks 165,183 96,865 -41% 70 +4%

Paid search / AdWords 46,044 94,723 +106% 50 +22%

Referring domains 108,272 29,713 -73% 65 +42%Display advertising 27,000 6,054 -78% 20 -8%

Email campaigns 4,666 5,978 +28% 65 +4%Social Media 3,455 4,255 +23% 72 +17%

Compare with other segments.

Use demographics for engagement - gender.

Use demographics for engagement - age.

And other CRM attributes.

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Prospects

Customers

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Compare customers vs. prospects overtime

What can you do with your engagement score?...

What content do you consider to be of the greatest value?

Not all content is created equal.

What can you do with your engagement score?...

What content do you consider to be of the greatest value?

What does that value represent?

What can you do with your engagement score?...

Remember, it’s a personal thing.

Identify digital content consumption at all stages

of the user journey.

#1Give each type of content

a score.

#2Assign points to visitors based on content they’ve viewed/interacted with.

#3Calculate the

engagement score.

#4

Like to know more?

DOWNLOAD our Guide to Engagement

Questions?

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