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DMI: Engagement Metrics
9:35 - Peterson on stage. “Lets talk about measuring the immeasurable — visitor engagement.”
9:36 - What is engagement? Many things…”I’ll know it when I see it.”
9:38 - “Engagement is repeated, satisfied interactions that strenghten the emotional connection a customer has with a brand” -great words, but impossible to measure.
9:39 - “Engagement is the level of involvement, interaction, intimacy, and influence an individual has over time.” - Forrester Research. Again, can’t measure.
9:40 - “Engagement is an estimate of the degree and depth of visitor interaction against a set of clearly defined roles.” - Peterson’s role.
9:41 - “Engagement is the demonstration of attention via psychomotor activity that serves to focus an individual’s attention.” — If you can measure attention, you can meare engagment.
9:41 - (showing mathematical equation on slide) Engagement is a function of the clicks, depth of content, the recency, awareness of brand, feedback, interactions like downloading or watching movies, and loyalty). It is not about conversion or satisfaction, it is about the attention people are paying to you.
9:49 - We are at a turning point - we can rely on the things we’ve always done, or we can use data differently to push our business forward.
9:50 - Bringing out Loptecki for next portion of presentation.
9:51 - Talking about in-player engagement today, and what the value of engagement is to publishers.Engagement should be about growing viewing time and increasing CPM to advertisers.
9:55 - What are the metrics you can gather in a player that show users engagement? Cumulative viewing time, viewer drop-off, forward-to-friend, all signs. Did they go to the brand website afterwards?
9:59 - Bringing out Kadam for next portion of presentation
10:00 - Divinity Metrics measures info from over 200 sites around the world. WE help advertisers understand how the audience moves, and how engaged they are with brands.
10:01 - Hypertargeting — don’t just target a site, target a single video and protect your brand. Be strategic with your targeting. Divinity Metrics gives you a unified view of your online audience as its move.
10:04 - The reality is that the audience lives off of our video sites, so we need to create content that excites. YouTube isn’t just YouTube, there are people that like cars, TV, music, movies, politics. So we need to identify who is engaged.
10:05 - Need to position. Over 200,000 videos uploaded daily to YouTube. Need to seed content perfectly so it gets discovered. “spray-n-pray” is a thing of the past.
10:06 - If you understand engagement data, you can optimize your entire workflow, make your creative better, and drive better engagement.
10:07 - Time for Q+A.
10:08 - How do you collect data? Do you have partnerships, own IP, crawling log files?
10:09 - Yes to all.
10:09 - Storing on an individual level or aggregate?
10:10 - We provide a unified view - whatever data they give us we can organize.
10:10 - Where do you see engagement in terms of standards, and in helping marketers be confident to know exactly what they are buying?
10:11 - When it gets to cutting edge terms like engagement, this is a much harder question to answer. Everyone has their own bias — time spent, # of comments. We need a Nielsen or comScore to take a leadership role in defining this.
Tags: DM Innovation Forum
March 5th, 2009 at 12:28 pm
This is awesome.
But it makes me think about three things.
1. Kelloggs
Phelps, debacle. Stoners like fruit loops, and buy more fruit loops than kids do. This is the biggest mismanagement of an engagement opportunity that we have seen in a long time.
2. Old Fashioned Customer Support.
Is there a better way to engage a customer than with a live human being? Someone taking notes, a recorded call, you can VERY ACCURATELY measure customer involvement from doing the rare thing today of actually speaking and listening to your customers. It’s simple really. The money and time you will spend on trying to automate the gathering of this information can be done just as easily and more thoroughly by finding the right humans to do this for your organization. Keep this in-house! Do not outsource it. Your customer relations IS how much you care about what your customer thinks. Live that.
3. Where do we find out about the latest developments in what Comscore, and Nielson are doing about measuring the web? And I remember when I had a Nieson box in my home. A representative from Nielson would call me and walk me through the workbook, and was nice to me, and was always the same person, and listened to me, and worked FOR Nielson.
You want very accurately Measure Engagement? TALK to your customers. Metrics has a tough time automating the measurement of Feelings and Desires.
It’s not how many comments you get, it’s what these comments are saying. AND, you HAVE to comment back. People have been trained to expect no correspondence back from government and corporations. Change that. Or lose customers, relevance, and money.
b.