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Engagement…not just for social media anymore
a presentation by Nick Valentino, York University • [email protected] • @nickwebguy
•Avinash Kaushik
•Michele Kiss
•Petri Darby
What is engagement?
• ambiguous
• “deeply qualitative”*
* http://www.kaushik.net/avinash/engagement-is-not-a-metric-its-an-excuse/
• Other problems with engagement…
• Misunderstood• No context• Require assumptions*
* http://analyticsdemystified.com/analysis/better-ways-to-measure-content-engagement-than-time-metrics/
• I arrive on a website and click to expand a menu. This click is not tracked as event. I then leave.
• I arrive on a website and click to expand a menu. This click is tracked as an event. I then leave.
• Only useful in the context of other success metrics
• Engagement metrics should correspond to other success metrics
• “There is no one metric or set of metrics that will work for every organization.”*
* http://www.convinceandconvert.com/digital-marketing/the-hitchhikers-guide-to-to-tracking-website-engagement/
Balanced Scorecard
Web Engagement Calculation
(Pageviews - (Pageviews*BounceRate))*TimeOnSiteInSeconds*%ofReturningVisits
NumberOfVisitors
Web Engagement Calculation
(1000 - (250))*25*0.25
100=
4687.5/100or468.75
Months Page views BounceRateAverage Session
DurationTime in
Seconds Returning % #Visitors 2015
May 757728 0.3906 295968.5568 0:04:47 287 0.4630 179250 342.31
June 689105 0.3985 274608.3425 0:04:00 240 0.4750 158041 298.99
July 660147 0.3916 258513.5652 0:04:17 257 0.4480 144049 321.02
August 720536 0.3945 284251.4520 0:04:17 257 0.4370 156926 312.24
September 1626807 0.1888 307141.1616 0:09:14 554 0.5030 190417 1931.24
October 927797 0.2781 258020.3457 0:07:19 439 0.4690 152560 903.91
November 841415 0.2950 248217.4250 0:07:10 430 0.4860 152537 812.70
December 759855 0.3267 248244.6285 0:06:46 406 0.5020 147455 707.15
January 1092210 0.3306 361084.6260 0:04:50 411 0.5111 209937 731.56
February 878164 0.3972 348806.7408 0:05:59 359 0.4500 184567 463.34
March 1089161 0.3280 357244.8080 0:06:55 415 0.4720 190145 753.99
April 1012729 0.3321 336327.3009 0:07:02 422 0.4700 170940 784.82
Totals/Avg 11055654 3578429 373 0.4738 2036824 959.56
Month ScoreAugust 312.24September 1931.24October 903.91
Month ScoreJanuary 731.56February 463.34March 753.99
•Also review individual pages
•Campaign landing pages
•Before and after changes
Email Engagement Calculation
(Opens + Clicks) - (Bounces + Unsubscribes)
Deliveries
Email Engagement Calculation
(30 + 10) - (1 + 1)
100=
38/100or0.38
MonthDeliveries
Unique Opens Count
Unique Clicks Count
Bounces
Unsubscribes
Engagement Index
2015-16 May 121613 88,727 22,022 416 129 0.91June 55,803 33,003 5,604 298 100 0.69July 36,030 21,448 4,937 141 62 0.73August 25896 19,523 8,989 117 16 1.10September 116,144 48,412 7,242 320 49 0.48October 19,043 10,915 3,535 810 37 0.72November 17,366 12,283 6,698 501 16 1.07December 34,984 25,949 13,031 939 67 1.09January 48,797 43,175 27,020 152 35 1.44February 98,735 73,294 14,133 243 13 0.88March 38,741 28,001 12,778 159 10 1.05April 34,937 23,105 7,730 74 3 0.88
648089 427835 133719 4170 537 0.86
In summary…
Nick Valentino • Manager of something or other • York [email protected] • @nickwebguy
